As part of our commitment to rehabilitation of offenders, the ...

Measurable objective A.6: To provide platforms and services aimed at meeting information and communication
needs of the public and the Department and in support of the functions of the Ministry
Strategies Outputs
Strategy A.6.1:
Improve
Communication
with internal and
external publics,
including inmates
42 DCS Annual Report 2007/08
Increased
understanding,
department
performance
rating and
participation in
the implementation
of the
new paradigm
to corrections
among internal
(incl. offenders
and external
publics)
Service Delivery
Indicator
Improved
understanding of
DCS' core mandate
and performance
rating by the public
KAP survey of
internal publics
establishes a
baseline for
intensifying internal
communications
Improved and
sustained positive
representation of
DCS in the media
and increased own
voice to above the
industry norm - 35%
An integrated
stakeholder relations
communication
strategy is in place
and implemented
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Actual Performance
Correctional Services has participated in the tracker
research facilitated by GCIS. The issues covered
on the research were awareness of the main role
and function of DCS; ratings of the various tasks
performed by the DCS and responsibilities around
sentenced individuals.
A communication strategy for the budget vote speech
was developed. The speech was transmitted live to big
screens across the country to DCS staff, stakeholders,
offenders and members of the public.
As part of educating South Africans about Correctional
Services’ role, as part of the criminal justice system
and government, Corrections Week was successfully
held from 15 – 19 October 2007.
Stakeholders and communities were also mobilised
to participate in Corrections Week with the aim of
strengthening corrections as a societal responsibility
and encouraging them to play a role in rehabilitation
and reintegration of offenders into the society.
The project was combined with the Culture survey
and will be delivered in partnership with Corporate
Services. Meetings were held with GCIS to define
the scope of research and service providers were
identified for the project.
A broader communication strategy was used with
no customised and over-arching media strategy, but
project based media plans inclusive of budget vote,
Corrections Week, Operation Vala, escape at Qalakabusha
and several other initiatives of the Department.
Overall representation of DCS in the media remained
below the zero base (within a context of broader
government registering an average of 15%), with
positive representation improving around the budget
vote speech, Corrections Week and Operation Vala
campaigns as reflected by the independent media
monitoring and analysis agency.
Other initiatives planned like the Good News Generation
intended to buoy and sustain positive representation
of the Department in the media only trickled in
largely from a reactive or events driven perspective.
DCS representation improved in electronic media while
the print media remained strongly negative, driving a
non-delivery paradigm.
During the course of the reporting period media statements
were generated and circulated to all media.
DCS participated in all cluster media briefings of the
JCPS ministers and facilitated the hosting of the first
JCPS cluster Directors’-General meeting at Durban
Westville.
Stakeholder relations’ Communications Strategy was
developed.
A stakeholder conference was held in February 2008,
resolutions were taken and a pledge was signed by
the stakeholders in attendance to renew their commitment
and harness the collective effort for building a