Niël Terblanché
The executive director of ministry of information and communication technology, Audrin Mathe, has called on government public relations officers to prioritise transparency and place citizens at the centre of public service.
Speaking at a retreat for government communication officers in Rundu this week, Mathe said effective communication remains one of the biggest challenges in modern governance.
“In an era where information travels at the speed of light, where citizens expect immediate access to government services and real-time updates, transparency is not merely a democratic ideal but a fundamental requirement for effective governance,” he said.
He stressed that laws like the Access to Information Act need to be backed by active public engagement.
Mathe said this means not only sharing information, but also involving people in shaping government policies.
He pointed to the upcoming harmonised government communications strategy as a tool to ensure transparency is part of all state communication.
“We must provide information in formats that citizens can understand and use. And we must create mechanisms for feedback and accountability,” he said.
Mathe said technology is a key tool in this shift, but it must be inclusive.
“The single gateway portal in the National Digital Strategy is not just a technical tool. It represents our commitment to citizen-centred service delivery,” he said.
He warned of the dangers of digital exclusion and the spread of misinformation if technology is not used properly.
On how communication efforts should be measured, Mathe said there needs to be a move from output-based to outcome-based evaluations.
He said communicators must set clear goals and track progress, whether it’s public awareness, changes in behaviour, or increased trust in government institutions.
Mathe also spoke about the importance of coordination across all government offices, especially during emergencies.
“Citizens experience government as a single entity. Conflicting messages during crises can erode public confidence,” he said.
He ended his address by urging participants to commit to improving communication efforts.
“Whether that means adopting new technologies, developing new skills, improving coordination or simply listening more carefully to citizen feedback, every improvement contributes to our collective success,” Mathe said.
