South Africa’s top PR leaders reflect on the public relations industry

Some of South Africa’s top PR leaders talk about the PR industry in South Africa, Africa and globally: (L to R:) PR Powerhouse founder and managing director Lebo Madiba, Razor Public Relations partner and managing director Dustin Chick, Ogilvy head of impact Sanesh Maharaj and Tribeca Relations managing director Nicky James

Dustin Chick, partner and managing director at Razor Public Relations, Lebo Madiba, founder and managing director at PR Powerhouse, Nicky James, managing director at Tribeca Relations, and Sanesh Maharaj, head of impact at Ogilvy, spoke to us about the issues facing the industry, how to address these challenges, and the right things to do.

What is the state of Puerto Rico?

• Dustin Chick: “We should be extremely proud of our local PR industry, which is on par with some of the best markets in the world. We are ahead of the curve in many ways, and we often don’t acknowledge it. Talent remains our Achilles’ heel, and we need to attract more people who want to work in PR.”
• Thank you Madiba: “Local newsrooms are shrinking, especially in Daily Maverick Dramatic PR stunts and the mass closure of Media24’s print business. This upheaval has sparked a scramble within the PR industry for viable media coverage options. The changing media landscape is pushing us to be creative and innovative, driving PR back to its roots. This is a year of important elections around the world, and the global PR industry is ready to demonstrate its role in influencing public perceptions and decisions. With nearly half of the world’s population voting, PR professionals are at the forefront, using their expertise in strategic communications and crisis management to guide and clarify complex political and social changes.
• Nicky James, Managing Director, Tribeca Relations: “Regardless of national boundaries, the PR landscape has changed dramatically in a short period of time. As digital innovation and connectivity continue to expand, the industry has moved from relying on the traditional PR and media relations comfort zone to embracing digital channels, social media and influencer marketing, as well as internal communications.”

What has the biggest impact on PR?

• Dustin Chick: “It’s been a bit of a mixed bag, to be honest. The economy is very soft and we’re naturally feeling the impact in how our clients approach risk, how our employees approach work, and how we plan for the long term. That being said, it’s also been incredibly resilient and innovative and well positioned for a great future.”







• Thank you Madiba: “AI is a double-edged sword. While it can improve the efficiency and impact of PR campaigns, there is also a risk of generating misleading content, such as deep fakes or other AI-generated misinformation, which may be difficult to control and counter. PR is still not seen as strategic enough, which affects buy-in at the executive level. This requires a broader educational effort within corporate structures to improve understanding of the strategic role of PR.”
• Nicky James: “Digitalisation has undoubtedly had the biggest impact on PR in South Africa, Africa and around the world. It has had a huge knock-on effect on PR, changing the way we strategise for clients, engage with the media and manage our own business. It has had both positive and negative effects.”

What is one thing PR needs to improve?

• Dustin Chick: “Better skills, the media landscape has changed and we have to change too, so we need to train people accordingly.”
• Thank you Madiba: “Globally, PR must address growing skepticism about AI-generated content, and in Africa there is an urgent need to improve the data processing capabilities of AI technologies to ensure they truly reflect Africa’s context and demographics. Locally, the PR industry must continue to strengthen its strategic presence in businesses. Elevating PR’s role as a trusted advisor in the strategic decision-making process will be critical to further its integration and recognition as a key element of business success.”
• Nicky James: “We still seem to struggle to agree on a standardised approach to measuring the impact of PR efforts and interventions. In the past, access to metrics was very limited due to the difficulty of measuring traditional PR tactics. However, the shift to digital has changed this, allowing us to measure everything from reach and engagement, to how clicks translate directly into achieving specific goals, whether that’s sales, website traffic or increased attention. In the future, standardising our ROI measurement methods will be key not only to ensuring consistency across the industry, but also to raising the bar for reporting results to our clients.”

Which PR is better?

• Dustin Chick: “We are naturally fearless, so our ideas tend to be bolder and braver.”
• Thank you Madiba: “Strategic local CSR (corporate social responsibility) communications that connect brands to social causes have resonated well, fostering community engagement and increasing brand loyalty. In Africa, mobile-first strategies have performed well, leveraging the continent’s high mobile penetration to reach audiences directly through effective and immediate messaging campaigns. Globally, crisis communications have proven to be a PR strength, especially during the pandemic.”
• Nicky James: “From a consumer PR perspective, influencer marketing has seen considerable success in South Africa and the rest of the continent, and from a PR strategy perspective, it has also worked well. On the B2B side, the PR landscape has evolved more slowly, relying on traditional methods, which have been effective. Thought leadership, content marketing and strategic partnerships continue to help build credibility and trust within their industry.”
• Sanesh Maharaj, Head of Influence, Ogilvy: “One of the strongest PR sectors in South Africa is consumer PR, influencer marketing and reputation management. As the pace of change accelerates and social content proliferates daily, brands need to stay ahead of the curve. Consumers are becoming more connected, more vocal, united on social issues and demanding accountability. In this dynamic environment, brands benefit greatly from skilled PR teams that can navigate the complex content and cultural landscape. These experts ensure brands remain relevant, credible and aligned with their audience’s evolving expectations.”

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