INTRODUCTION
The 2026 Local Government Elections are a defining moment for South Africa’s
democracy, as 257 municipalities will elect councils responsible for basic services,
infrastructure and community development. Public relations is central to ensuring these
elections are credible and inclusive, because voter participation depends on citizens
being informed, motivated and able to register correctly. Skinner et al (2007) emphasise
that PR planning must start with a clear analysis of the communication environment and
the problems that need solving. For the IEC, the environment includes declining voter
turnout, particularly among youth aged 18 to 34 who number 21.6 million but account for
only 28% of the voters’ roll as of 22 April 2025. This apathy, combined with mistrust in
local governance and logistical challenges from internal migration and the Municipal
Demarcation Board’s ward redelimitation process due by October 2025, threatens the
legitimacy of local government.
This assessment develops a strategic Public Relations Programme for the IEC using
the DOTMABE formula to address these challenges ahead of the 2026 LGE. The
programme focuses on driving new voter registrations and registration status
verifications nationally, with a budget of R3.5 million. It will target youth, internal
migrants, rural communities, and persons with disabilities through a mix of digital
platforms, community radio and interpersonal outreach. By improving the accuracy of
the voters’ roll after ward boundary changes and reversing apathy, the campaign aims
to strengthen grassroots democracy, restore trust in local governance and ensure the
elections enhance municipal accountability. The plan therefore aligns directly with the
IEC’s constitutional mandate to deliver free and fair elections that reflect the will of all
South Africans.
, 2. THE PUBLIC RELATIONS PROGRAMME
D – Defining the problem
Theory
Defining the problem is the foundational stage of any public relations programme.
Skinner et al (2007) state that this step requires comprehensive research to identify the
nature, scope and implications of the issue. It involves situational analysis through
environmental scanning, opinion surveys and stakeholder feedback to understand what
is happening and why intervention is needed. Without a properly defined problem,
objectives become vague and resources may be misdirected. The problem statement
should distinguish between the real issue and its symptoms, ensuring the PR response
addresses root causes rather than surface manifestations.
Application
The Electoral Commission of South Africa is confronted with a multifaceted
communication problem ahead of the 2026 Local Government Elections. Firstly, there is
a documented decline in voter participation, particularly among youth aged 18 to 34.
Stats SA indicates this cohort grew to 21.6 million by 2022, yet only 7.9 million are
registered, representing 28% of the voters’ roll as of 22 April 2025. Secondly, public trust
in local governance is weak, creating voter apathy that undermines the legitimacy of
municipal councils. Thirdly, internal migration has disrupted the accuracy of the voters’
roll, as citizens who move do not update their registration details and risk being
registered in the wrong ward. This is compounded by the Municipal Demarcation Board
process which will deliver new ward boundaries by end October 2025, potentially
misaligning 23,292 voting districts. The problem therefore is Low levels of voter
registration and registration verification, driven by youth apathy, mistrust in local
government and outdated voter information, threaten the credibility and inclusiveness of
the 2026 LGE across 257 municipalities.
O – Setting the objectives
Theory
Objectives provide direction and benchmarks for the PR programme. According to
Skinner et al (2007), effective objectives must be SMART Specific, Measurable,
Achievable, Realistic and Time-bound. They translate the defined problem into desired
outcomes and allow for evaluation. Objectives can be categorised as informational, to
The 2026 Local Government Elections are a defining moment for South Africa’s
democracy, as 257 municipalities will elect councils responsible for basic services,
infrastructure and community development. Public relations is central to ensuring these
elections are credible and inclusive, because voter participation depends on citizens
being informed, motivated and able to register correctly. Skinner et al (2007) emphasise
that PR planning must start with a clear analysis of the communication environment and
the problems that need solving. For the IEC, the environment includes declining voter
turnout, particularly among youth aged 18 to 34 who number 21.6 million but account for
only 28% of the voters’ roll as of 22 April 2025. This apathy, combined with mistrust in
local governance and logistical challenges from internal migration and the Municipal
Demarcation Board’s ward redelimitation process due by October 2025, threatens the
legitimacy of local government.
This assessment develops a strategic Public Relations Programme for the IEC using
the DOTMABE formula to address these challenges ahead of the 2026 LGE. The
programme focuses on driving new voter registrations and registration status
verifications nationally, with a budget of R3.5 million. It will target youth, internal
migrants, rural communities, and persons with disabilities through a mix of digital
platforms, community radio and interpersonal outreach. By improving the accuracy of
the voters’ roll after ward boundary changes and reversing apathy, the campaign aims
to strengthen grassroots democracy, restore trust in local governance and ensure the
elections enhance municipal accountability. The plan therefore aligns directly with the
IEC’s constitutional mandate to deliver free and fair elections that reflect the will of all
South Africans.
, 2. THE PUBLIC RELATIONS PROGRAMME
D – Defining the problem
Theory
Defining the problem is the foundational stage of any public relations programme.
Skinner et al (2007) state that this step requires comprehensive research to identify the
nature, scope and implications of the issue. It involves situational analysis through
environmental scanning, opinion surveys and stakeholder feedback to understand what
is happening and why intervention is needed. Without a properly defined problem,
objectives become vague and resources may be misdirected. The problem statement
should distinguish between the real issue and its symptoms, ensuring the PR response
addresses root causes rather than surface manifestations.
Application
The Electoral Commission of South Africa is confronted with a multifaceted
communication problem ahead of the 2026 Local Government Elections. Firstly, there is
a documented decline in voter participation, particularly among youth aged 18 to 34.
Stats SA indicates this cohort grew to 21.6 million by 2022, yet only 7.9 million are
registered, representing 28% of the voters’ roll as of 22 April 2025. Secondly, public trust
in local governance is weak, creating voter apathy that undermines the legitimacy of
municipal councils. Thirdly, internal migration has disrupted the accuracy of the voters’
roll, as citizens who move do not update their registration details and risk being
registered in the wrong ward. This is compounded by the Municipal Demarcation Board
process which will deliver new ward boundaries by end October 2025, potentially
misaligning 23,292 voting districts. The problem therefore is Low levels of voter
registration and registration verification, driven by youth apathy, mistrust in local
government and outdated voter information, threaten the credibility and inclusiveness of
the 2026 LGE across 257 municipalities.
O – Setting the objectives
Theory
Objectives provide direction and benchmarks for the PR programme. According to
Skinner et al (2007), effective objectives must be SMART Specific, Measurable,
Achievable, Realistic and Time-bound. They translate the defined problem into desired
outcomes and allow for evaluation. Objectives can be categorised as informational, to
