There is none like Masebe: The king of spin will be missed

Just last week my colleague Brian Sokutu and I chatted about certain ANC members who became functionaries of both the governing party and the democratic government.

Brian mentioned Keith Khoza as we scrutinised his positive attributes in the roles he played and the contributions he made in the ANC and the Gauteng provincial government.

Then I brought another dimension to the topic with Thabo Masebe, who died this week, in the context of being a state and party functionary, like Khoza.

We laughed as we attached the labels of “permanent civil servants” and “permanent spin doctors”, alluding to the fact that the ANC would summon them in times of crisis and when a clear message had to be disseminated.

I have lost count of the number of times that Masebe was recalled to come back to the ANC or the government to do a media communication task.

As journalists, we did not mind whether he was at Luthuli House or the Union Buildings, because we benefitted from Masebe’s communication skills and openness.

You can tell when someone is doing his job because he has a good CV, even when the skill to do the job does not necessarily exist.

But Masebe was different as he was not a “I-must-get-a-mandate-first” kind of spokesperson, both in the ANC and the government.

He defied the term “spin doctor” and its literal connotation of someone who spins the truth and changes it into spiced lies.

Instead, he was outspoken and believed in giving you the believable and verifiable story. He did not only know the ANC message to disseminate but he spoke with the authority of a true cadre of the movement in the government and the party.

Masebe was no man of political slogans, although he grew up in a party of slogans, the ANC. He preferred straight talk – not the usual beating about the bush associated with many government spokespersons.

Unlike some spin doctors and leaders of parties, Masebe did not discriminate between print and broadcast journalists but he gave them what they wanted equally.

He did not subscribe to the habit of political parties and some political analysts to prioritise television over other forms of media for interviews. He treated all journalists equally.

Neither was he tempted by the “celebrity status” that came with appearing on TV screens as he understood the importance of spreading the message wider through various media platforms.

As Gauteng government spokesperson, you knew once you got Masebe on the line he came not only with seniority and authority, but you would get the answers and the facts you wanted.

Even as ANC spokesperson at the party headquarters, Masebe displayed respect for the media. He was himself respected within the party and outside it.

No wonder condolences for his death poured in from parties across the political spectrum. Congress of the People spokesperson Dennis Bloem spoke of Masebe like he was referring to one of his own – and there was similar passion in statements from the EFF, IFP and other parties.

You could tell that even some of the opposition leaders had come a long way in the ANC with Masebe. Rest in peace, Thabo.