Newsletter | March 2013

Dear PRISA Member

In this month's newsletter our Spotlight on APR interviewed Lindiwe Maboa from Eskom and Marie Yossava from Grapevine Communications. In our PRCC corner, Brenda Eckstein is looking at Building relationships through quality conversation. We share with you more video clips from the World Public Relations Forum held in Melbourne Australia. MyPRISA section, Riana Sinden tells us about how PRISA has added value to her career.

Feedback from the Board

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PRISA executive director, Adele Paulsen, received PRISA’s SAQA certificate from Mr. Blade Nzimande, Minister of Higher Education and Training South Africa (right) in Johannesburg.

In line with the Melbourne Mandate principles, adopted at the World Public Relations Forum (WPRF) in Melbourne, Australia, in November 2012, the Public Relations Institute of Southern Africa (PRISA), a founding member of the Global Alliance (GA), has been officially recognised as the professional body for the public relations industry in South Africa.

Continuing Professional Development (CPD) Programmes
PRISA held its first 'Speech and Script Writing' workshop on 18 February 2013. The workshop was well attended and received positive feedback. Due to the success of the workshop we will be hosting it again later in the year, so watch this space! Click here to view a photo of the delegates who attended.

The following workshops will be presented in March and beginning of April:
Change management for public relations professionals, 12 March - Gauteng

Managers and leaders involved in change are required to have the know-how of what to do to get an organisation from where it is currently to the place where the leadership wants it to be within a given time frame. Business and people related issues are discussed and advised on during this highly practical and relevant workshop.

Brand activation, 13 March - Gauteng

This half-day session intends to explore your creativity while introducing the basic principles of good branding. It will equip you with a sound understanding of what successful brand activation is and how to accomplish that in your own company. Interactive, informative and fun all rolled up into a bite-sized half-day programme that will broaden your skills base.

Communication audit, 14 March - Western Cape

Many professionals do not know how to properly measure their communication efforts. This workshop looks to reverse that trend and impart the invaluable skill of how to conduct a communication audit.

Social media, 26 – 27 March - Gauteng

This is a two-day workshop for anyone who is interested in using social media in a public relations or marketing context. The course will be practical with lots of case studies.

Strategies to promote public relations in your company, 9 April - Gauteng

This one-day workshop is designed to provide participants with strategic tools needed for the journey of promoting public relations in a company - tools which aim to elevate public relations’ status within the organisation and restore it to its rightful position. Corporate communication and strategic public relations should be able to stand on its own as a creative force in a company, contribute to the bottom line, and thereby, directly impact the achievement of the company's business goals.

To book for any of the above mentioned CPD workshops contact Ivonne Blom at

To view a list of all our programmes for the rest of 2013

PRISA Annual National Conference
PRofiting – ‘to obtain an advantage or benefit’
Convergent – ‘having the tendency to become similar while adapting to the same environment’
Converge – ‘to come together as if to meet or join when approaching from different directions’

Join us at the Leriba Hotel & Spa in Centurion, Pretoria, on June 10 and 11 to explore how we, as individual professionals, as well as the combined talents of the profession, can benefit and take advantage of our convergent world. Not only is technology converging at a rapid rate but the disciplines of public relations, marketing, advertising, digital, human resources and management are all interlinked and coming together from different directions to form the convergent world in which we live and work.

The keynote opening address will discuss the opportunities and advantages of the National Development Plan and how you can benefit by contributing to this important initiative.

International and local experts will share their knowledge on 360 degree communication, the latest trends in the public relations profession globally, ethics, the realm of social media, the convergence of corporate social investment and community relations as well as practical sessions on media, what makes a successful consultant, how to manage your CEO, minister, professor, immediate manager, and best practice case studies.

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The PRISM Awards Function
The PRISM Awards function will be held at The Hilton Hotel, Sandton on Sunday, 7 April 2013 from 16:00. Follow the PRISM Awards on Twitter @theprismawards or #prismawards.

Spotlight on APRs
There are many similarities between public relations and ballroom dancing. They are both dependent on synchronicity, tight form, discipline, constant communication between stakeholders and the shuffling of feet (as campaign deadlines loom). They are also founded on a few basic tenets, although allowing for deviation, are crucial for the success of its objectives. They also need large dollops of flair to work effectively. This month, PRISA caught up with one such stylish practitioner, Lindiwe Maboa APR and let her lead us on a foxtrot on her career and experiences with the PRISA,

“Be good at what you do and do what you are good at”. This authorless, unattributed quote is often rightly dismissed as glib lip service, spouted by charlatans who wear their pants too high and apply a tad too much gel to their hair. Nonetheless, there is an element of truth to this maxim. No one embodies this more than this month’s featured Accredited in Public Relations (APR) practitioner: Marie Yossava APR of Grapevine Communications. As is expected of a member of the PRISA elite, Marie has displayed exceptional competency, professionalism and stellar achievement in the field of communication and public relations.

Public Relations Consultants' Chapter (PRCC) Corner
PRISA’s intern, Themba Luthuli attended the first PRCC CPD breakfast. This breakfast session took place at PRISA Randburg on 28 February 2013 and was presented by an independent insight consultant and trend analysist Saint-Francis Tohlang. The presentation was based on five key consumer trends:, DATA “MYNING”, CELEBRATION NATION, Emerging 2 and Mobile moments.

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Brenda Eckstein
Building relationships through quality conversation

The ability to hold quality conversations is an attribute which can help us achieve greater success. Improving our conversation skills enables us to build and sustain positive relationships. And within those relationships, trust is important.

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Trends in Industry
The Holmes Group is dedicated to proving and improving the value of public relations, by providing insight, knowledge and recognition to public relations professionals. They have produced a series of Special Reports focusing on the sectors and practice areas that are driving change in the public relations industry.

Digital public relations has faced an identity crisis as the practice subsumes nearly every modern public relations organisation. While its meaning can range from social media to emerging facets of the discipline, such as data analysis and app development, in 2013 its significance remains uncontested.

The Holmes Report called upon digital public relations experts worldwide to outline the trends that will lead the sector as it continues to define itself this year.

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Riana Sinden APR shares with us what PRISA meant to her in her career: Remaining “relevant” in a highly competitive industry is a demanding reality which specialists face 24/7. Professional membership enables courageous conversations with associates about “things that matter”. PRISA provides professional platforms for information-sharing and sound-boarding and so membership provides me with the opportunity to remain close to fellow peers who face similar challenges. Apart from having to stay on top of current industry developments and future trends, PRISA membership gives me the opportunity to hone my existing levels of insight and understanding, assisting me to deal with ever-changing dynamics and influences.

World Public Relations Forum Presentations
Stakeholder-centred communication in global organisations

Learn how the modern communicative organisation places stakeholders at the hub rather than at the spokes of their communication efforts, which involves more listening than talking. The results of a Global Alliance led study of six multi-national companies contrast and compare how each company has tackled the many challenges of today’s social media-dominated environment. The session, facilitated by Jean Valin from Valin Strategic Communications, also included key industry speakers namely Emilio Galli Zugaro (Allianz), Mari Cristina Milano (Enel Group) and John Paluszek (Ketchem).

Engaged and onboard: building community constituency in controversial long-term projects

Resource, infrastructure, manufacturing and energy project lifecycles often run over decades from inception to operational success. Facilitated by Ben EAde from Ten Colour Communication and led by Gerard Corbett (Public Relations Society of America), Stewart Murrihy (Incitec Pivot Limited) and Barbara Sharp (Pax Populus Pty Ltd), this session examined the unique challenges of building constituencies, maintaining momentum and managing issues and crises in controversial long-term projects.

Tshepo’s Blog
Talk to Tshepo is your opportunity to share your views and opinions about YOUR PRISA with Tshepo.

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Until next time,
Adele Paulsen
PRISA: Executive director

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Compiled by Helena van Wyk