nature & scope of public administration

Portfolio of Evidence: Public Administration NQF 4: SAQA ID: 57824 US, 113955

of 17

Learner Signature

Date

Public Administration NQF 4 – PA – POE 9 - US 113955 – Issue 3 – 01-01-2021

NATURE & SCOPE OF PUBLIC ADMINISTRATION:

US 113955: APPLY THE BATHO PELE PRINCIPLES TO OWN WORK ROLE AND CONTEXT

Learner Name: Learner ID #: Learner Student Number:

FORMATIVE ASSESSMENT

UNIT STANDARD NUMBER : 113955

LEVEL ON THE NQF : 3

CREDITS : 4

FIELD : Business, Commerce and Management Studies

SUB FIELD : Public Administration

Answer the following questions in the space provided below. (the number in brackets is merely a weighting of

how much should be answered)

Activity

1

Questions Description

Name and explain the Batho Pele principles.

Mark

10


of 17

Learner Signature

Date


Activity

2


What are the results of proper application of Batho Pele principles in a public

Institution.

Mark

5

Activity

3


Explain how Batho Pele principles one can be reflected in the way in

which one is doing work.

Mark

5


of 17

Learner Signature

Date


Activity

4


Explain how the application of Batho Pele principles determines

the way in which work is done.

Mark

5


of 17

Learner Signature

Date


Activity

5


Discuss the way in which non-application of the Batho Pele principles

should be dealt with in an organization.

Mark

10

Activity

6


Discuss two examples of the successful implementation of Batho Pele

principles in a public sector.

Mark

10


of 17

Learner Signature

Date


Activity

7


What is the importance of the Batho Pele principles to government.

Mark

5


of 17

Learner Signature

Date



of 17

Learner Signature

Date


SUMMATIVE ASSESSMENTS

Activity

1


Briefly explain how you could apply Batho Pele principles to your own

work roles

Mark

10


of 17

Learner Signature

Date


Activity

2


Explain with examples the likely consequences of an organizations’

non-commitment to the application of Batho Pele principles.

Mark

10


of 17

Learner Signature

Date


Case Study: Batho Pele

Radio dramas remain a very effective means of communicating with an African language audience.

Just ask the Department of Public Service and Administration, whose use of radio helped them

mobilise the masses while keeping ‘Batho Pele’ firmly etched in the minds of South Africans. Moses

Mushi and David Mashabela relate the tale

The Big Idea

‘Batho Pele’, a Sotho phrase meaning ‘people first’, is one of the programmes run by the Department

of Public Service and Administration. One of its aims is to encourage public servants to put people first.

There are guiding principles and training on how this should be done. Having devised the ‘Know Your

Service Rights’ campaign, the Department wanted to make people aware of the government services

and rights available to them and mobilise them to access these programmes or the relevant recourse.

The Mechanics

People often don’t know where to access what, where government information is concerned. The

Batho Pele ‘Know Your Service Rights’campaign was, therefore, one with a simple brief. The client

wanted to be on radio beyond 30 seconds. Dramas remain a very effective means of communicating

with an African language audience, simply because people set their schedules around these midday

episodes. Armed with this knowledge, the SABC team developed 3-5 minute radio dramas and created

a character called ‘DJ BP’ (DJ Batho Pele) who would speak to superficial characters within the pre-

recorded dramas.

The use of jingles helped create a radio show within a radio station, helping to disseminate the

relatively dry concepts/ info. These shows had all the answers; anything from how to apply for a social

grant, to where to report an unfair dismissal. The campaign made use of all the SABC stations,

primarily the African Language Stations (ALS) and was flighted between March and August 2009. It

also involved a lengthy voice artist casting period – particularly the character of ‘DJ BP’.This is

because the character needed to be a warm, engaging persona that the audience could relate to,

whilst changing their perceptions about accessing government information. It remained a highly

entertaining show.


of 17

Learner Signature

Date


The Results

This campaign provided a lot more value than was paid for. Although the pre-recorded programmes

didn’t have a ‘call-in’ feature, they sparked a significant amount of interest amongst listeners - so

much so that government officials were invited to feature on the SABC’s various current affairs’

shows, to address listeners’ queries. The SABC was also able to provide statistics of how many

people were listening during the flighting of the shows. The Department has since been inundated

with queries on social grants and others services. As the sole media channel used on the ‘Know

Your Service Rights’ campaign, we can confidently and solely attribute the volume of enquiries to

radio for creating awareness and the subsequent mobilisation of audiences. We would like to run a

similar long-term campaign again, as the staggering of flighting schedules interrupts the momentum.

Why Radio?

The ‘Know Your Service Rights’ campaign was aimed at reaching everyone; from the illiterate to the

literate. We were convinced that radio could provide audiences from a wide-ranging LSM bracket

and in different languages. With radio, we could reach our target audience at their leisure, either in a

taxi, or while relaxing at home. In addition, radio was very cost-effective. It’s a well-known fact that

people hardly read. Radio’s frequency proved really useful on this campaign as the repetition of the

programmes meant that even those who had missed the show could tune it to repeat flightings.

Key Insights

• Radio is a friend. It becomes a part of listeners’ lives. When a friend tells you about a special deal,

or provides valuable information, you’re more than likely to listen.

• We get it wrong when we translate a beautifully written English script into a terrible vernacular ad.

We also get it wrong every time we assume we know the listener we’re talking to, and don’t do

thorough pre and post production of a spot. A Zulu guy in Durban is not the same as a Zulu guy in

Cape Town or Johannesburg, and clients should be aware of this. Paying attention to the pre-

production process of radio content may seem tedious, but is well worth it at the end.

• If you don’t want to spend R1-million on a campaign, and get R200 value back, you need to apply a

principle of ‘More haste, less speed’. Slow down. This will allow you to research the consumer you’re

targeting and the selection of stations, while you fine-tune the message.

• If a message is aimed at the wrong audience or flighted at the wrong time, radio is often blamed for

‘not working’. Look at your message carefully. If you’re driving to Durban, and get directions – but

still get lost, do you blame the directions or the car?

• Radio provides you with an audience. It’s up to you what you do with them. If you’re going to give

them the wrong message about your product/ service – don’t blame the medium. Blame the

message.


of 17

Learner Signature

Date


Activity

3


Identify the Batho Pele principles which were applied in the case

study above.

Activity

5

• Because of its nature, people listen to the radio while doing something. Don’t bombard them with

info. Give them the information that matters to you or direct them to where they should go to get

more info.

• Use jingles and pneumonics and involve translators and voice artists from start to finish. A

vernacular ad doesn’t begin and end with the client’s approval of a script.

The Radio Advertising Bureau (RAB) has been established to guide advertisers and

marketers on the more effective use of the medium. Where would you like to see it adding

even more value?

The radio sermon must start with marketers. It must include creatives, marketing students, media

planners, buyers and strategists alike. They must all be made aware of just how radio works, apart

from it being just another component in the media mix.

The RAB should continually conscientise clients - not on the fact that radio works, but rather on how

it works and how they can best use it. Radio is a beautiful and simple medium to grasp. You already

have an audience. The question is how do you talk to them and know that they’re reacting positively

to your message. Clients need to pull back on palming all the responsibility off to agencies. Claim

back some of that responsibility. It’s your brand and your money at the end of the day


of 17

Learner Signature

Date


Activity

4


Consider the case study above; Determine whether the implementation

of Batho Pele principles was successful.

Mark

10


of 17

Learner Signature

Date


Activity

5


Explain why the Batho Pele principles are important to government in

effective service delivery in South Africa.

Mark

15


of 17

Learner Signature

Date


Activity

6


Describe how Batho Pele principles can be applied to own department.

Mark

15


of 17

Learner Signature

Date


Activity

7


What is the purpose of Batho Pele principles in government as demanded

by the Constitution.

Mark

15


of 17

Learner Signature

Date


PERSONAL NARRATIVE

Answer the following questions based on your experience during the completion of this module. Discuss what you did well and what you would like to do differently.

What went well? What would I do differently?

1 I was able to identify and solve problems effectively throughout the various activities completed in

this module.

2 I was able to understand how different workplace activities have an impact on each other.

3 I was able to use new technology effectively in my daily tasks that I carried out.

4 I was able to communicate effectively with my team members and supervisors.

5 I was able to complete all my work in an organized and efficient manner.

6 Additional Comments

Learner Name: Signature

Facilitator Name: Signature

Date


of 17

Learner Signature

Date


FOR STUDENT This is to verify that the above work is my own / authentic. Learner Name: __________________________ Learner Student No:__________________ Learner Signature: ________________________ Date: _____________________________ FOR FACILITATOR This is to verify that the learner has completed all the above and is awaiting final assessment / moderation. File Checked:

Date Facilitator Name Facilitator Signature

nature & scope of public administration

Documents