Newsletter | June 2013

Dear PRISA member,

June is Conference month and we are looking forward to seeing you at the annual national conference. We feel that it is just right to share with you some insight into what you can expect of this year’s conference.

In our Public Relations Consultants' Chapter (PRCC) Corner, Marie Yossava, managing director, Grapevine Communications, writes to us about managing public relations clients and Nikkie Chamberlin from Colourworks PR looks at the biggest tech news in 2013 - Google Glass! Meet Angela Barter in MyPRISA section and PEAR shares with us the latest trends in Media measuring in the Trend section.


Feedback from the Board Back to Index

As I come to the end of my term as PRISA president, I feel it is important to reflect on goals that I, as the president, and my Board set out for us to achieve. June 2012 was an important date, it was PRISA’s 55th annual general meeting, and during the meeting we – as the Board – set a goal for ourselves to enhance PRISA’s various products and services in order to add real value to you, the PRISA members. A milestone, I feel, we have accomplished.

The accomplishment came in the form of the South African Qualifications Authority (SAQA) recognising PRISA as the professional body for public relations and communication. What does this mean to you as a PRISA member? Being recognised as a professional body contributes to strengthening PRISA’s reputation as a professional association that drives the accountability within the public relations and communication management profession. As for our members, we can now say that we have joined the ranks of long standing professional associations in South Africa, including the South African Institute of Chartered Accountants (SAICA), Actuarial Society of South Africa (ASSA), to name but two.

The second accomplishment for us was the very successful PRISM Awards hosted this year by the PRISM Award Committee. It has set the standard for public relations campaigns in industry – winning a PRISM award has become an important differentiator for practitioners in the public relations industry. We acknowledge and appreciate the hard work that goes into hosting the PRISM Awards every year. And I’m sure we will see it grow this coming year.

We have engaged with our members on various levels this year, and I feel that PRISA has successfully become part of the social community. Our Facebook followers are standing on over 1 500 members and we have close to 500 followers on Twitter.

I would like to extend a warm welcome to the incoming serving members on various committees and wish them the best of luck upholding our professional standards and living the PRISA brand.


Regional news Back to Index
All the regions held Annual General Meetings (AGM) during May and the beginning of this week.

The KwaZulu-Natal regional AGM feedback had Honorable Mtholephi Mthimkhule, Deputy Speaker: KZN Legislature, speaking about the important role PRISA plays in South Africa, and also highlighted the important role public relations plays in the development of the image and Brand SA.

Some of the delegates attending the Free State AGM.

From left to right: Katlego Masekoa, Dikeledi Mohlabakoe, Pertunia Molapo, Mxolisi Matebeleng, Stephanie Jansen van Rensburg, Wium Adendorff, Adele Paulsen.

The regional committee members 2013/2014 are Wium Adendorff, Renay van den Berg APR, Stephanie Jansen van Rensburg and Pertunia Molapo.

PRISA Gauteng Regional Committee for 2013/14 — with Adele Paulsen, Roshnee Pillay, Angela Barter, Vincent Maake, Ivonne Blom and Sandile Xaso.

PRISA welcomes back the newly established Namibia committee.

Continuing Professional Development (CPD) Programmes Back to Index

Fundraising – the ultimate weapon for success
Fundraising is one of the most important aspects of society as it aims to uplift the conditions that people live under. It is unfortunate that the phenomenon is regarded by many as ‘begging’.

Chris Windell and his son Winton Windell conducted a Fundraising workshop on 7 May at the PRISA offices in Randburg.

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Effective Media Release Writing
Media releases are one of the most important activities of the public relations professional, but not all press releases are published on the front page of the news paper. It takes a well written press release to appear on the front cover or to even be published.

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Communication policies - shaping business direction
The Public Relations Institute of Southern Africa’s department for Continuing Professional Development (CPD) hosted a workshop on ‘Communication policies‘ on 16 May 2013 at the offices in Randburg.

The workshop was facilitated by Yuven Gouden, communication manager at the South African Institute of Chartered Accountants (SAICA).

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The following workshops will be presented in Randburg and Cape Town during June and the first week in July:

Creative writing for the media, 24 – 26 June - Randburg

Writing should be memorable, especially for the media. It must be purposeful, well planned and, most importantly, it should be creative. It goes without saying that possessing good writing skills is an essential tool for all communicators…


Public relations planning, 27 June - Randburg

A plan helps you to ensure that your public relations programmes are right for the company and its stakeholders. It forces you to consider the “what” and the “how” of your actions - the desired end result as well as the way in which it is to be achieved. You become proactive in order to secure your goal against undesired influence and unforeseen change.


Social media, 1 – 2 July – Cape Town

The worldwide explosion of social media and its effect on the way businesses engage with their stakeholders cannot be denied. Instead, as communicators, it is imperative that proactive steps are taken in mastering both the science and art of social media.


Speech and script writing, 4 – 5 July - Randburg

Behind every great performance is an even better script. The key ingredient to a successful speech lies in the skilled hand of a good writer as well as in the sweet tongue of the speaker. By providing a safe and negotiable path through the rough terrain of radio and television, a good script is essential to help speakers and communication professionals. Effective scripts and speeches do not happen by accident though. They are planned, meticulously structured and coherent. Developing these skills is the duty of any respectable public relations professional...


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

Events Back to Index
The Public Relations Institute of Southern Africa (PRISA) will be hosting its much-anticipated Annual Conference at the Leriba Hotel and Spa in Centurion, Pretoria, on 10 and 11 June 2013.
Highlights of the conference:
“The National Development Plan (NDP) offers a long-term perspective. It defines a desired destination and identifies the role different sectors of society need to play in reaching that goal,” Minister in The Presidency: National Planning Commission, Trevor Manual said at a media briefing last year.
According to the plan, South Africa can realise these goals by drawing on the energies of its people, growing an inclusive economy, building capabilities, enhancing the capacity of the state, and promoting leadership and partnerships throughout society. What role can the public relations and communication profession play? What are the opportunities to contribute to this vision?

There is no longer a textbook version of crisis communication. The 'Oscar Story' will illustrate this and you will be able to participate in the development of a NEW model for crisis communication in this convergent world.

We are all fascinated by mind readers and mentalists who can 'read' us. Can you learn how to do this? The conference ends on an intriguing note – watch and be enthralled and awestruck by the demonstrations of the secrets and power of the mind, using the convergence of psychology, body language, eye movements, memory skills and even mathematics.

The theme of the conference was chosen in recognition of the fact that technology is converging at a rapid rate, while the disciplines of public relations, marketing, advertising, digital communication, human resources and management are all interlinked, coming together from different directions to create the convergent world in which we live and work.

For more info contact Susan Richardson at or
click here for the programme and booking form

Spotlight on APRs   Back to Index

This month, Themba Luthuli, intern at PRISA spoke to Tania Auby and Zelna Oberholster about the changes in the public relations Industry. In recent times, public relations has evolved from a general practice to a sophisticated profession in which not just anybody can practice .The requirements to enter the profession have changed extensively; from being practiced primarily at a tactical level to a high level of strategic management.

Zelna Oberholster

Tania Auby

Accreditation in Public Relations (APR) is the highest designation of the PRISA registration system. It is based on academic qualifications and experience. It measures the scope and depth of a candidate’s knowledge, as well as his or her professional orientation, as a prerequisite for accreditation and ultimate professional recognition. Registration is awarded to public relations and communication management practitioners who possess special qualities that characterise a true professional.

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Public Relations Consultants' Chapter (PRCC) Corner Back to Index
Managing Public Relations Clients by Marie Yossava, managing director, Grapevine Communications
When a public relations consultancy comes on board with a company, a new relationship starts… And, as with any new relationship, time is needed for each party to get to know each other. The public relations consultancy needs to truly understand a client’s business and the industry in which it operates in order to be able to communicate effectively, while the client will be finding out how the consultancy works – what is public relations and what it isn’t.
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Public Relations through Google-tinted Glasses by Nikkie Chamberlin, Colourworks PR

We all know that the launch of Google’s wearable computer, Google Glass, has arguably been the biggest tech news of 2013, with over 1000 technophiles frantically testing and creating reviews of the device. It has been touted by the tech elite as one of the leaps forward of recent times.

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Trends Back to Index

Media measurement trends – ask the right questions - By Jaco Pienaar,Professional Evaluation and Research (PEAR)

As any communication or brand focused professional clearly knows, media is constantly evolving. Traditional media, which predominantly focused on print, then radio and television, are becoming more digitised and starts pushing reach into the online space. This, of course, gives larger potential to even the smallest of publishers to attract a global audience instead of being bound by geographical limitations. Web-based media in general, therefore, brings to the forefront a number of exciting opportunities as well as a multitude of potential risks. This emphasised also by the continuous growth of access, especially with technological advances in terms of mobile and tablets. Media measurement, accordingly, should also be constantly evolving to keep with the times.

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MyPRISA Back to Index

Angela Barter, a leading ‘Green’ public relations specialist and consultant, a qualified GCX Residential Eco Auditor, highly regarded keynote speaker and founder of @Communications Green Public Relations.

Integrity and ethics are crucial when communicating a company’s green credentials and sustainability initiatives. Public relations professionals and communicators have a responsibility to ensure that their messages are truthful and communicated with sincerity, to ensure their sustainability initiatives are not undermined by ‘greenwashing’ and ‘spin-doctoring’.

As a member of PRISA, I have personally committed to the principles and values contained in the PRISA Code of Ethics and Professional Standards, adopted in line with the Global Alliance Protocol. This not only guides me in terms of ethics for the public relations profession, but has enhanced my professional standing among clients and peers. It also forms an integral part of my Sustainable Communication Framework and Keynote presentations on Sustainable Communication and ‘Green’ public relations, which I now present to corporate companies and public relations consultancies I consult with.

PRISA provides me with a platform to educate, inspire and motivate public relations professionals and their clients about sustainability issues and the initiatives they can take to reduce their environmental impact. Most importantly, it allows me to empower public relations professionals and their clients to ensure that what they communicate is for the good of the planet, for the people and for the company’s profit, and that these messages are communicated sincerely, honestly and ethically to their stakeholders.

World Public Relations Forum Feedback Back to Index

The Stockholm Accords: Achievements and challenges since 2010
In June 2010, following a collaborative process that involved more than 1000 professionals and scholars from two countries, the Global Alliance approved the Stockholm Accords, a three page brief for public relation professionals to argue with their stakeholders the value of public relations for the organisation and society.  Facilitated by Toni Muzi Falconi (Methodos), this session intends to highlight only a few of the more remarkable implementations of that brief around the world by different organisations.

Join Catherine Arrow (PRINZ), Jeffery Blaec Kalweit (New York University), Annette Martell (Tekara Organizational Effectiveness), Biagio Oppi (Gambro) and Prof. Ronel Rensburg (University of Pretoria) for an informative presentation.

Keynote Presentation: “Our Time to Lead” - Richard Edelman, Edelman
Richard Edelman, President and CEO of Edelman, the world’s largest public relations firm, delivered a keynote presentation at the World Public Relations Forum (WPRF) via videoconference. This video session outlines the key insights from his speech titled “Our time to lead”.     

Richard used the keynote to talk about this complexity and his desire for the public relations industry to move beyond ‘perception management’ and begin to play in the space of ‘changing reality’ through Public Engagement. The four key outcomes of Public Engagement that Richard shared were: Increased Trust; Deeper Communities; Behaviour Change and Commercial Success. He believes these outcomes will help companies to achieve long-term business objectives, and will allow public relations to lead not by shaping perception but by changing reality. 


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

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Until next month,
Adele Paulsen
PRISA: Executive director

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Compiled by Helena van Wyk