|Newsletter | April 2013
Dear PRISA member,
This is truly an exciting month for us,
not only are we celebrating the PRISM Awards, we are closer to the
PRISA National Conference - PRofiting from a Convergent World, which is
taking place on 10 and 11 June at Leriba Hotel and Spa, Centurion. In
our Trends in Industry, Prof Ronel Rensburg shares with us insight on
why we, as professionals, should reflect on the reaction of the ANC on
the FNB “you can help” campaign.
| Feedback from the Board
This month PRISA will be celebrating the 16th PRISM Awards on Sunday 7 April 2013. Once
again, as the Board, we realised the value the PRISM awards are adding
to the public relations industry. It is a platform on which we:
- Celebrate our industry’s achievements
- Showcase the innovating public
- Position public relations as a strategic
role player in industry
- Provide a benchmark for industry
This year the PRISM awards received entries in the 37 awards
categories. Marilyn Watson, one of the chief judges, described this
years 32-judging panel for the 2013 awards as: "…the group of judges is a
very good mix of media, experienced and knowledgeable industry
professionals and academics who are committed to the awards and giving
fair, insightful and useful feedback during the judging process."
We wish all category participants the best of luck with their entries!
| Regional news
|PRISA Western Cape recently hosted a workshop on "Writing for different mediums"
The workshop was aimed at media
professionals, public relations and communication practitioners,
freelance writers and journalists.
Western Cape workshop delegates
The main objective of the workshop
was to equip delegates with the necessary tools that would enable them
to distinguish between the ‘mine field’ of media platforms out there as
well as enable them to write effectively for these various platforms
(including social media). Lesley Schroeder-McLean, a public relations
guru whose career spans over 20 years in various public relations and
communication field, facilitated the interactive workshop. Twenty-five
delegates, from various industries, attended the workshop. The delegates
are involved in various forms of writing for different
publications/organisations, using both online and traditional media
KwaZulu-Natal Public Relations Practitioners get a treat from Media Experts
The PRISA KwaZulu-Natal (KZN)
committee hosted its first network session for the year at the Riverside
Hotel and Spa, themed “Understanding and Maximising Media Relations”.
This network session is part of PRISA’s on-going continuous development
programme for its members and other public relations practitioners in
|KwaZulu-Natal regional committee
More than 40 practitioners had the
privilege of interacting with experienced media experts sharing
experiences on how to build good and long lasting relations with media.
The panel consisted of seasoned
media experts Mary Papaya, General Manager, The Times KZN, Sthembiso
Shanganse, News Editor Gagasi99.5 FM and Thobile Nxumalo, Regional
Editor Daily/Sunday Sun.
| Student news
|PRISA’s intern, Vincent Maake, writes about his experience during one of PRISA’s presentation road shows to Varsity College.
The Public Relations Institute of
Southern Africa (PRISA) is well known for its level of involvement in
promoting public relations to both professional practitioners and
students. It held presentations on the 12 March 2013 at three
Independent Institutions of Education namely Varsity College Sandton,
Midrand and Pretoria.
|Continuing Professional Development (CPD) Programmes
Public Relations Institute of Southern Africa (PRISA) hosted a workshop
on Reputation Management, on 4 March 2013. The workshop was facilitated
by Peter van der Schyff CPRP, communication consultant and owner of
Pringle – Scott Communication.
Peter opened his presentation with a
quote by George Washington: “Associate yourself with men of good quality
if you esteem your own reputation. It is better to be alone than in bad
The following workshops will be presented in April and beginning of May:
|Strategies to promote public relations in your company, 9 April - Gauteng
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
|Communication strategy, 11 April - Gauteng
this one-day workshop, we shall discuss the reasons why strategies, and
specifically communication strategies, are not implemented. We shall
review the classic principles of strategic planning before we apply
these tried and tested principles to the fast moving communication
environment we work in. Aimed predominantly at senior practitioners and
communication managers, the focus will be on aligning the communication
strategy, which is a functional strategy, with the business strategy.
|Professional event management, 15 – 16 April - Gauteng
events is not easy. It requires many skills including consultation with
the correct stakeholders, creativity, logistics and budget management,
to name a few. However, events are critical to get right and not a
variable you can risk your company’s reputation with.
Understanding the science
of event management goes a long way to appreciating the art of it.
Join us for this
interactive two-day workshop. Our facilitator will share with you skills
and techniques needed to plan that perfect event.
|Protocol and etiquette, 17 April - Gauteng
once observed, “Etiquette means behaving yourself a little better than
is absolutely essential”.
This is the basic premise
for applying protocol and etiquette rules and guidelines correctly. By
doing more than what is deemed essential in the right manner, you could
enhance your brand tremendously. Conversely, by doing the wrong thing,
often quite innocently, one could destroy brand value surprisingly fast.
The discipline of protocol
and etiquette is, however, a lot broader in scope and material than what
one might reasonably expect. It is imperative to understand at least
the basic principles and then to know where to find the rest of the
|Government communication, 19 April - Gauteng
are unique and pose a different challenge to communicators than
business or non profit organisations. The expectation on government
communication efforts, due to its wide audiences, is complex. Therefore
government communicators need to develop layered public relations
strategies that will address their communication needs, engage with
stakeholders and allow for meaningful feedback from the targeted
audiences. By understanding the specific conditions in which the
essential public relations principles can be applied, this one-day
workshop seeks to equip you with the tools to be an efficient government
|GREEN Public Relations, 22 April - Gauteng
effort to communicate a company’s green intent or sustainability
initiatives sincerely and effectively requires the assistance of public
relations. Being able to leverage your green products, services and
initiatives amongst key target audiences by means of generating positive
editorial coverage, will help to increase brand value and the
reputation of your company.
|Business writing, 24 - 26 April - Gauteng
'wordsmith' of your company you need to be able to write professionally
and be an expert on words. According to Richard Nordquist, “Business
writing can be defined as memorandums, reports, proposals and other
forms of writing used in organisations to communicate with internal or
external audiences.” Although this definition is accurate, it merely
represents the tip of the iceberg of the skill of effective business
writing. To acquire a clearer understanding of what business writing
entails, PRISA is offering a three day workshop.
|Fundraising, 7 May - Gauteng
highly acclaimed and practical fundraising workshop is based on actual
experience in the South African context. It includes a presentation on
“How to market your institution/company”.
In other words, how do you
go about telling your prospective donors of your needs, dreams,
aspirations and/or what your organisation stands for?
To book for any of the above mentioned CPD workshops contact Ivonne Blom at email@example.com
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’
Date and Venue: 10 and 11 June at Leriba Hotel and Spa, Centurion
PRISA's annual conference PRofiting
from a Convergent World will 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
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.
Register now and claim your early bird discount. Click here for the registration form and rates.
|Spotlight on APRs
|This month Sandile Xaso visited Riana Sinden and talked to her about her association with PRISA over the last 17 years.
“You can never be overdressed or
overeducated” was one of the many pearls of wisdom that acclaimed
writer, poet and controversialist Oscar Wilde gave the world. The gist
of his message being that mastery of a craft lay in always expanding the
horizons and seeking new knowledge through academic endeavour. He also
saw nothing wrong with wearing a blouse with a denim dungaree and silk
waistcoat at evening cocktails, but that’s beside the point. This
article is not a sartorial critique, rather a profile of another PRISA
blueblood and APR, Riana Sinden.
|Public Relations Consultants' Chapter (PRCC) Corner
|Marisa Louw from Emlo Communication writes to us about the public relations practitioners’ loathsome social media behaviour.
Social media is a wonderful thing.
It allows people and brands to engage with each other. It is also a
source of valuable information. Earlier this year I read a Tweet about
the things public relations practitioners do and say that drive
journalists crazy and, because I’m passionate about my profession as a
communication practitioner, I downloaded the Buzzword report referred to
in the Tweet immediately.
|Trends in Industry
|Prof Ronel Rensburg reflects on the lessons learnt from the FNB advertising campaign.
Her article "Leer ‘n les uit FNB-moles” was published in Sake 24.
|Victor Sibeko CPRP FPRISA shares with us what PRISA has meant to him in his professional career.
Being a member of PRISA has given me
identity and recognition within the industry, with my professional
peers, friends and the feeling that I’m well connected and not alone. My
affiliation did not only provide a value for me as an individual, it
enhanced my performance and ultimately benefitted PRISA and the
profession as I still continue to do so.
Membership improved my career and
professional growth. I am both humbled and grateful that starting as a
student member, progressing through the professional ranks to being the
President of the Institute. The PRISA Fellowship – the highest honour to
its members was bestowed on me.
Through strategic alliance with various
associations, PRISA offers me a solid representation. The Continuing
Professional Development (CPD) programme offers opportunities to
participate in both local and international conferences, workshops and
other strategic seminars. These platforms enabled me to stay abreast
with public relations and communication management best practices.
PRISA offers me benefits such as
experience in the code of good practice and professional standards. I
feel safe knowing that I am part of a professional organisation with
sound and good governance. Most importantly, the biggest benefit is the
professional networking advantage which is critical in our profession.
Both for general networking value and strategic professional contacts
with access to international affiliation and participation has opened
many doors for me.
I would question any professional who
does not belong to a professional body, as it is the right thing to do. I
am fully aware that belonging to a professional organisation has some
drawbacks and strain especially when one is part of the structure. I
served on the PRISA Council and many other strategic structures and
still diligently paid my membership dues. Over and above this, I
fulfilled my responsibilities firstly as a member then President, and
went beyond the call of duty whilst I had my own life and career to deal
with. The benefits of belonging to a professional organisation far
outweigh the drawbacks and strain.
Ideally, getting the most out of any
professional organisation, membership is like anything else in life,
“You are going to get out of the organisation as much as you put into
it.” I attribute my career growth to the benefits of being a PRISA
member. I appreciate how I have grown in the profession and earned other
international professional organisation’s respect and honour.
Join your professional organisation. If
you haven’t yet, it’s the right thing to do! You too can earn the
stripes and be a sought after professional.
|World Public Relations Forum Presentations
|Melbourne Mandate Symposium
Facilitated by Virginia Trioli, ABC
journalist and television presenter, the apogee of debate, discussion,
and decisions on how communication is changing our world, our
organisations and our profession. The symposium discussion is anchored
from international thought leaders who have facilitated conversations
around three cornerstones of the Melbourne Mandate and incorporate input
from the World Public Relations Forum delegates in shaping the recently
released Melbourne Mandate. This session includes audience
participation and group discussions held during the symposium.
Consumer and lifestyle brands: from fast moving to the slow movement
Consumer behaviour has changed
dramatically over the past five years. With new online and mobile app
technology, the collapse of traditional consumer buying priorities,
coupled with the evolution of the new global consumer has created a new
world for consumer communication. Consumer brand loyalty can be built up
and demolished in a heartbeat, forcing companies to have intimate,
meaningful and honest contact with their customers through a number of
‘touch points’ frequently. How professional communicators operate and
provide counsel in this new environment where communication has no
borders requires new tactics, strategies and a constant eye on the brand
reputation. Facilitated by Emma Sturgiss (Tourism Australia), join top
professional consumer communicators, Samantha Allen (Liquid Ideas) and
Andrew Ure (OgilvyEarth, Ogilvy Public Relations), as they dissect the
new environment and look into the future at the role communicators will
be playing to influence consumer behaviour.
Talk to Tshepo is your opportunity to
share your views and opinions about YOUR PRISA with Tshepo.
PRISA: Executive director