TRIBUTE | Thabo Masebe - our editor in chief and mentor

If you were to speak to any of the communicators who crossed paths with him during his illustrious career, they would undoubtedly testify that Thabo Masebe was 'an institution' In his own right, writes Motalatale Modiba.

In almost a decade and a half of working as a communications practitioner across all spheres of government and in the private sector briefly, I am yet to come across someone of Thabo Masebe's calibre.

Yes, I have had the privilege to either work with or know some of the finest communicators in the public service, but Thabo or Bra T as we fondly called him, was in a league of his own. Perhaps the closest comparison, if any, that one can make is to invoke the name of his peer and fellow communicator, the late bra Ronnie Mamoepa. 

Upon hearing of the demise of Bra T on Monday night, my thoughts were scattered as I tried to come to terms with the news. It dawned on me that I actually can't remember when I first got aquatinted with Bra T. All I know is that it's been a while.

Unassuming presence

He had an unassuming presence, charming and disarming yet persuasive. If you were to speak to any of the communicators who crossed paths with him during his illustrious career, they would undoubtedly testify that Thabo Masebe was 'an institution' In his own right.

They would also vouch for the fact that Bra T had an interesting way of inducting us into the system. He did it so brilliantly and in a way that did not make you feel like a novice or that your opinion did not matter. He had a way of making everyone feel that they mattered. Bra T held many of us by hand and often threw us into the deep-end to help us realise that we were capable of so much more.

READ | 'Soft-spoken' govt communicator Thabo Masebe lauded for decades of service

Bra T would often speak to you as a communicator as if you ran your respective department. It was common to get a call from him asking, "Modiba, what are you guys doing at that department of yours?". Then you know that you are about to account for something that ideally, the accounting officer should be taking responsibility for.

He reiterated to us as communicators that ours might not be to make policy, but it is undoubtedly to articulate government policy and influence the communication environment. He quickly disposed of bureaucracy without eliminating the need to follow correct channels and protocols.

A great teacher

No wonder on Tuesday, while paying homage to Bra T, Gauteng Premier David Makhura succinctly called him a distinct figure in the communication space - a master communicator. He was a great teacher who had built a core of capable communicators within the Gauteng government.

I recall the many times, especially in the last two years, where we would deliver on a project and afterwards we would remain behind as communicators to debrief with Bra T. He would seize the opportunity to lecture us on key lessons he wanted to impart. This, he would do by narrating stories from his many exploits during his career. There was always a lesson to learn from each story he told. Those who followed him on Facebook knew he was in a habit of throwing out elaborate nuggets leading to many calls for him to put pen to paper.  

If I were to summarise some of the lessons that were often repeated in our communication sessions, it would be these:

• Tell the truth always. That way you won't have difficulty remembering what you said;
• Do not spin, if you don't know, just say so;
• Admit when you are wrong;
• Be clear on what you want to say and say it in the simplest way possible; and 
• Remember who you are communicating to and with. 

Bra T was a consummate professional who took his craft very seriously and was a stickler for details who had an elephant's memory. He would often take us to task for failing to articulate a clear message.

On the eve of Good Friday, we were in a communicators' meeting preparing to release the weekly Covid-19 provincial update. At the end of the session, thinking we had earned our rest for the long weekend, we collectively hinted to Bra T that perhaps we needn't  meet in the morning since we had all gone through the key messages. 

In a very relaxed tone, he interjected that the messages might read differently in the morning. That was his way of saying that as editor-in-chief he would give the messages one last look. Alas, the meeting continued on Good Friday, very early in the morning, and to no-one's surprise, the messages indeed read differently.

We are poorer without Bra T, but we remain resolute in taking the baton and carrying his legacy on. 

- Motalatale Modiba is the Gauteng Health head of communication.