COMMUNICATION STRATEGY FOR FIREARMS CONTROL LEGISLATION

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COMMUNICATION STRATEGY FOR FIREARMS CONTROL
LEGISLATION
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COMMUNICATIONPREPARATORY PHASE

• Development of a SAPS corporate identity for
  firearms
• Development, design and printing of posters
  relating to the generic elements of firearms
  control (47 000)
• Licence fees
• Safe keeping of firearms
• Safety and children
• Development, design and printing of brochures(590
  000)
• Safe keeping of firearms
• Safety and children
• Generic issues relating to firearms control
  legislation i.e. accreditation
• Portable Exhibition Stands (3)
• Permanent print for stands
• Placement of firearms control legislation on
  inter- and intranet of the SAPS as well as
  Government website

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COMMUNICATIONREADINESS ASSESSMENT PHASE

• Design and printing of promotional items
• Rulers (21 620)
• Pencil cases (9 660)
• Erasers (36 350)
• T-shirts (7 500)
• Plastic glasses (16 000)
• Pens (5 000)
• Support to provinces with 16 Days of no Violence
  through provision of promotional items
• Integrated with Sector Policing to assist in
  development of posters and pamphlets and
  awareness raising on firearms
• Design, develop and printing of folders to
  support the messages of firearms control (21 000)

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BACKGROUND

• The Firearms Control Act, 2000 (Act No. 60 of
  2000) and regulations were fully implemented on 1
  July 2004.
• The implementation of the FCA dominated the media
  scene as far as it concerns the SAPS as from 22
  June 2004.
• The main areas of concern were
• Licensing requirements as of 1 July 2004 and on
  how many ammunition a person may have.
• Fears that the Security industry would face
  disarmament.
• Firearm dealers thought that they would have to
  close down.
• International hunting groups and game farmers did
  not know what their positions were.
• SAPS perceived not to be ready for
  implementation.
• Affordability of owning firearms.

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OBJECTIVES

• To encourage support for Firearms Control
  legislation
• To maximize communication to licenced firearm
  owners
• To create awareness on the provisions of the
  Firearms Control legislation
• To educate communities on the content of the
  Firearms Control legislation
• To address negative perceptions regarding the
  Firearms Control legislation
• To create positive, sustainable publicity in
  support of the Firearms Control legislation

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COMMUNICATION CHALLENGES

• Communicating without delay to internal and
  external audiences.
• Ensuring that all stakeholders receive the
  message.
• Ensuring that all stakeholders understand the
  message.
• Providing information that leads to action.
• Ensuring correct interpretation of facts in the
  media.
• Credible portrayal of advantages of
  implementation for SA public.
• Using media events as part of a well-managed
  communication strategy.
• Sustained communication that keeps stakeholders
  constantly informed when the five-year period
  of phased-in licensing has been completed,
  renewal of the initially issued competency
  certificates will have to follow.

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PHASED COMMUNICATIONMESSAGES AND THEMES

• Phase 1
• INTERNAL COMMUNICATION AND INTERDEPARTMENTAL
  COMMUNICATION July - October 2004
• Communication to the SAPS internal audience will
  precede external communication.
• It will focus on the purpose of the Act
• Interdepartmental communication to inform other
  government departments and parastatals about the
  implementation of the act.

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PHASED COMMUNICATIONMESSAGES AND THEMES

• Phase 2
• AFTER THE INITIAL ANNOUNCEMENT - July to December
  2004
• Communication by Communication and Liaison
  Services will focus on the general public and
  individual firearms owners.
• Communication to the industry will be dealt with
  by the Firearms Control Register.
• CORE MESSAGE 1 Purpose of the legislation
• CORE MESSAGE 2 Inherited firearms
• CORE MESSAGE 3 Voluntary surrendering of
  firearms
• CORE MESSAGE 4 Firearm training
• CORE MESSAGE 5 Responsible firearm ownership
• CORE MESSAGE 6 Unfit Declarations - November to
  December 2004

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PHASED COMMUNICATIONMESSAGES AND THEMES

• Phase 3
• RENEWAL OF LICENCES - January to December 2005
  and beyond
• During this phase communication will focus on
• Schedule of implementation
• The process itself what is needed and where
  services are rendered
• Proficiency and competency certification
• Licensing process
• Costs involved
• Communication will be cyclical to reach target
  audiences according to the renewal schedule

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PHASED COMMUNICATIONMESSAGES AND THEMES

• Phase 4
• POSITIVE IMPLICATIONS AND FEEDBACK ON PROGRESS
  After first renewals, April 2006 and
  sporadic thereafter
• During this phase communication will focus on
  what has been achieved to date, reinforcing
  positive messaging as well as
• Thanking people for complying
• Supporting the process of renewal

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PHASED COMMUNICATIONMESSAGES AND THEMES

• Phase 5
• STARTING THE PROCESS OF RENEWAL OF COMPETENCY
  CERTIFICATES and LICENCES -2008
• During this phase communication will focus on
  citizens who have licences and that have to renew
  their competency certificates as part of the 5
  year cycle.

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MESSENGERS

• The lead division in the SAPS is Crime
  Prevention.
• Communication and Liaison Services at national,
  provincial, area and station level will render
  support.
• DFOs will play an important communication role
  in their direct dealings with the public
• SAPS members
• Community Police Forums and other community
  structures
• The public through the word-of-mouth

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AUDIENCE

• SAPS officials
• DFOs (via group e-mail)
• JCPS Cluster Departments
• Other Government Departments
• General public
• The media
• Groupings stipulated in the Act

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COMMUNICATION

• Establishment of Communication network
• Established links with e-mail network SAPS,
  Nedcor, ADT, Anglo American, BAC
• Use of ATM-messaging all ABSA clients
• Rank TV
• Radio, Television interviews
• Media Statements
• SAPS Journal
• PolTV
• Police File
• Free space in Daily newspapers, Star, Pretoria
  News
• Launch of Communication campaign 21 June 2004
• Media conference
• Distribution of communication materials
  Posters, pamphlets, brochures

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CONCLUSION

• Immediate problem solving
• Sharing of best practices
• Implementation based on identified priorities

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Documents to be Provided to Portfolio Committee

• Practical Approach
• Copies of Presentation
• Copies of all promulgations documents
• Copies of Regulations and Official SAPS Forms
• Copy of the Act
• Copy of Amendment Act
• Copy of Transitional periods
• Pen