For someone who leads the communications team of the largest political party in South Africa, Pule Mabe displays a surprising lack of understanding of his job. Since being appointed in 2018, Mabe has been combative, as if he is being forced to communicate against his will. He has regularly got into shouting matches with journalists, and most recently the clash has been over media “packages” that the ANC planned to charge for its December elective conference. The ANC has since clarified that no media houses will be charged for space at its conference.
Mabe, is famous for once saying “the mood is the mood of a meeting”, when asked about the goings-on of an ANC gathering. But what of Mabe’s mood? Journalists have become accustomed to dealing with an acerbic spokesperson who seems ready for combat even when none is required.
This week he walked journalists around the Nasrec Expo Centre, where the ruling party will hold its 55th elective conference in December. With just more than 30 days left, Mabe revealed the party wanted to charge media houses to use the space and to help cover food costs. He said there had already been more than 500 requests for media access, and this would cost the ANC more. Broadcasters, who require larger teams and studio space, were likely to be the most affected by this change.
Mabe has a unique role as the spokesperson of the ANC, that could see him revolutionise the way the party is perceived publicly.
“We are going to be visiting your media houses to talk to your advertising divisions and those who deal with marketing. We are trying to say let us meet each other halfway to make it work for yourselves and the ANC, so that those who come from community media organisations are not excluded. We want everyone to be accommodated to cover the conference,” Mabe said.
It was communicated poorly, leading Mabe to have to explain himself on several shows.
He said there was a change while simultaneously saying nothing was new.
“If you want things that are extra than what we provide, you’ll have to provide for yourself,” he said in an interview on eNCA. The “extras” include broadcast space for studios, which have historically been part of conference considerations for the party.
When asked why the change, Mabe has struggled to accurately articulate the point.
The ANC should also have been aware that most media houses conclude plans and budgets well ahead of their conference. Broadcasters budget at least a year ahead for major news events. This would include the cost for outside broadcast vehicles, additional camera crews, food and travel. They have contingency plans for breaking news, but with the ANC not revealing the cost of the packages at the outset, the announcement caused panic. Then just 24-hours later the ANC’s treasurer said the party had changed its tune.
While the party said the idea was meant to ensure all organisations could cover the event, it had the potential of creating an unfair environment, where those with deeper pockets could expect better access. That the details of the packages were unavailable at the time of the briefing raises further alarm.
Part of the problem is that Mabe’s communication on the issue was unclear. He told journalists at the Nasrec walkabout, many of whom are not newsroom managers, that there might be fees attached for space but revealed no specifics. He then also mentioned the possibility that food for journalists would be funded by news organisations and when asked if journalists could bring their own food, was outraged they were willing to pay Pick n Pay but not the ANC. When asked further questions, Mabe got his back up.
In subsequent interviews, Mabe was adamant that journalists had misunderstood, despite referring to packages several times. What he perhaps should have admitted instead, is that as the face of the ANC, he failed to articulate the party’s point well.
Mabe has a unique role as the spokesperson of the ANC that could see him revolutionise the way the party is perceived publicly.
Unfortunately, with his often combative approach he does a disservice to the party he serves. The ANC has a unique opportunity with its conference to show that its efforts to rebrand as ANC 2.0, the ANC of unity and accountability, are seen around the country and globe.
Thousands will be watching this election, through media platforms like broadcasters and this website. If the ANC fails to communicate its own logistics well, what more on policy and other crucial aspects? With the party’s leader at the centre of a Phala Phala storm and several others vying for top positions, its communication strategy will need to be concrete once the Nasrec ballots are counted as it prepares for the year ahead of a national election.
During this election, it might be time for the ANC to consider whether Mabe is the voice the party needs heading into the 2024 election, which is already shaping up to be hotly contested.
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