By Gofaone Motsamai

There is more to being a spokesperson than issuing press statements; it is a role that demands speed, the ability to manage crises under pressure and, above all, honesty and integrity. This was the core message shared by North-West University (NWU) communications alumni at a seminar hosted by the university.

“Being a spokesperson is not an easy job. You do not have a personal life. It takes all your life,” said Brigadier Athlenda Mathe, national spokesperson for the South African Police Service (SAPS) and winner of the National Press Club Best Spokesperson Award for 2024.

She was one of the speakers at the “Being a spokesperson” seminar and book launch, held at the Mahikeng Campus on 23 July 2024.

The panel also featured other NWU alumni who are now leading figures in communication: David Magae (Magalies Water spokesperson), Thabiso Moss (SABC senior journalist), Oscar Mosiane (NWU communication manager) and Naledi Modise (lecturer in political studies and international relations at the NWU).

Credibility is crucial

Brigadier Mathe underscored the importance of preparation and credibility. “Respect your craft. Be jealous about your work. You must always be prepared. You must know your story,” she said. As for handling media relations, “Always maintain a good relationship with journalists,” she advised.

David Magae shared how transitioning from journalism to being a spokesperson required a shift in mindset, but the core values remain the same. “You must speak the truth. Be factual and protect your credibility. Once the media perceives you as dishonest, your job becomes impossible.”

He added that responsiveness and transparency are essential. “Sometimes the problem is not that you don’t have answers, it's that you delay giving them.”

Echoing a key point that all speakers agreed on, the need to avoid spin and uphold honesty, Mosiane reflected on the ethical boundaries of the role and the consequences of misinformation. “If something has not been done, acknowledge it and provide context. Speak facts. Spinning catches up with you,” he warned.

Reflecting on 30 years of government communication

The event featured the launch of Being a Spokesperson, a book by veteran journalist and communication strategist Themba Sepotokele. The book draws from his 30 years of experience across journalism, government communication and training and highlights the complex relationship between journalists and spokespersons.

“There was no literature, nothing, so I decided to write it,” Sepotokele said. “I am celebrating government communicators who do their work under pressure and often without recognition.”

He emphasised that the role of a spokesperson should not be reduced to spin or political messaging. “You go to school for four years to be a communicator, and they teach you not to lie. We are not enemies with journalists , we are all after remedies,” he said.

The NWU’s deputy dean for teaching and learning in the Faculty of Humanities, Prof Mpho Chaka, said student involvement in such events helps to shape future learning. “Transformation of the curriculum can only be done not from a top-down approach, but from the bottom up. We need your voices as students, too.

Panellists pictured alongside faculty representatives during the “Being a Spokesperson” seminar and book launch at the Mahikeng Campus

Prof Mpho Chaka (left) shares a moment with Brigadier Athlenda Mathe (centre) and veteran journalist Themba Sepotokele (right).