Abstract
The Polokwane Local Municipality faced ongoing protests due to lack of service delivery since 2021. The study investigates how the municipality manage its crisis communication as well as how they integrate the national guidelines policy in their communication management processes as suggested by The Government Communication Policy (2018). The study used the situational crisis communication theory and stakeholder theory to examine how the municipality apply crisis communication strategies to combat service delivery protests. This study was limited to seven participants (Four males and three females), which only included PLM representatives. The study employed a qualitative research approach using semi-structured interview questions to collect data. Although the study found that the municipality integrates the GCIS policy into its existing communication strategy, the study also revealed that there is limited evidence that Polokwane Local Municipality consistently applies communication strategies that align with the ‘preventable cluster’ as suggested by the Situational Crisis Communication Theory. The study showed that the municipality rely heavily on the traditional methods of communication more than the digital platforms or social media. The study recommends that the Polokwane Local Municipality develop formalized, crisis-specific communication plans that are tailored to different types of crises. Additionally, it should adopt communication strategies aligned with the nature of each crisis to enhance its ability to use rebuild strategies effectively when it is seen as responsible for the issue. By incorporating digital platforms and social media into their communication strategy, the municipality can improve its reach and engagement, ensuring that information is disseminated quickly and efficiently. These measures would enable the municipality to build trust, foster transparency, and reduce the frequency and intensity of protests related to service delivery failures.