Newsletter | January 2014

Dear PRISA member,

Welcome to 2014; a new year, a fresh start. The year 2014 will bring about some new trends in all facets of business, but public relations in particular will continue to see rapid changes.

PRISA wishes its members all the best for 2014 and trust that you will enjoy our first newsletter of the year.

Please remember to renew your membership to continue enjoying the benefits PRISA offers its members, inclusive of this newsletter.
If you wish to jog your memory, you can view the member benefits here. Please contact Susan Richardson or Lindiwe Majola if you have any questions or require additional information with regard to your membership. Click here for their email addresses.

The PRISA Board shares a message from Dr Jody P. Cedras, Director of Registration and Recognition, South African Qualifications Authority (SAQA).

The Continuing Professional Development (CPD) department will be kick-starting the year on 29 January with a one day workshop on ‘How to build ‘Power Teams’ in your organisation’. Please see the CPD section for more information and to view the CPD Programme for 2014.

We are happy to announce the founding of a new committee in the Limpopo region. You can read more about this in the Regional Feedback section. The PRISA PRISM Awards entries close on 7 February 2014. PRCC Corner shares more information about this year’s PRISM Awards.

In our Trends section Elvis Presslin APR shares with you his thoughts on how relevant Twitter is for the public relations profession and Tom Manners discusses the rise of targeted content.


Message from the Board Back to Index

At the beginning of a new year PRISA’s focus is on the renewal of membership and it is at times like this that members ask: “What’s in it for me?”

We bring you a message from Dr Jody P. Cedras, Director of Registration and Recognition, SAQA, the State’s entity mandated to further develop and implement the NQF in the effort to improve quality, promote access to, and accelerate redress in, education and training.
He explains the need for professional bodies and the critical role that professional bodies can play in quality assurance and standards development in the search for balance between protecting the public interest and enhancing professional integrity.

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Dr Jody P. Cedras

Regional Feedback Back to Index

Limpopo public relations professionals striving to remain relevant
by Malesela Maubane PRP

Former South African President, Nelson Rolihlahla Mandela once said, “It always seems impossible until it’s done." On that note, Limpopo public relations and communication management professionals on Wednesday, 27 November 2013 gathered at Fusion Boutique, a five star hotel in Polokwane for the re-launch of the region of the Public Relations Institute of Southern Africa (PRISA) under the theme, “Reclaiming our profession and remaining relevant in society.”

The gathering attracted current members, prospective members, members of the business community and the media. It was indeed a case of, “A journey of a thousand miles begins with a single step” as Chinese philosopher Lao-tzu once wrote. Establishing strategic relationships was identified as key for the region as it moves forward; as such the re-launch breakfast and networking session was also made possible by sponsorship from Nationwide Transport Media (NTMedia), a Polokwane based company specialising in Above The Line (ATL) and Indoor Digital Bus Advertising (IDBA).

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Delegates at the PRISA Limpopo regional re-launch breakfast in Polokwane (Picture Courtesy of Real Deal Studios)

If you wish to contact your region you can find their contact details by clicking on the region here:

Continuing Professional Development (CPD) Programmes Back to Index

PRISA is the public relations and communication professional’s partner throughout their careers. One of our roles is to provide continuing professional development (CPD) to keep you updated with the newest trends in the industry and to help you sharpen and improve your skills.

Click below for PRISA’s CPD schedule for 2014. Book and budget now and ensure that you don’t miss any of our empowering workshops.

Johannesburg workshops
How to build “ POWER TEAMS “ in your organisation: 29 January 2014
An efficient and results based team approach within organisations takes place by design and not by accident. Highly functional teams result in highly functional organisations – and teams can ONLY become highly functional when members understand the overriding organisational vision.


To book for any of the above mentioned CPD workshops contact Leonie Rousseau at

Spotlight on APRs Back to Index

Colonel Charl De Klerk APR

This feature of spotlight on APRs PRISA intern, Evidence Mashitoa had an opportunity to interview Colonel Charl De Klerk APR at the ARMSCOR building in Pretoria.

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Public Relations Consultants' Chapter (PRCC) Corner Back to Index

Bigger and bolder than ever - The PRISM Awards 2014

The PRISM Awards will be bigger and bolder than ever in 2014 with a renewed focus on innovation and tangible results.

The PRISM Awards – South Africa’s most highly esteemed forum for the recognition of excellence within the public relations and communication sector, will cast a spotlight on efforts that have delivered tangible returns in a creative and inspired fashion.

This year entrants are encouraged to emphasise demonstrable measurement criteria that extend beyond the restrictions of Advertising Value Equivalent (AVE) figures whilst illustrating an integrated approach that combines both traditional and online avenues.

Honours will be rewarded in response to excellence – further cementing steps taken in previous years to reduce the volume of accolades on the evening to recognise only the most innovative and successful campaigns. This is expected to lift the overall standard of work submitted in 2014.

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Trends in the Industry Back to Index

How relevant is Twitter for the public relations profession? by Elvis Presslin APR

In a parallel universe Twitter is considered somewhat of a necessary evil. With a host of social media networks on offer such as Facebook, YouTube, MySpace, LinkedIn, Skype, Whatsapp, etc, who in his or her right frame of mind can keep up?

Elvis Presslin APR

The social media landscape has exploded in the last few years and many in the public relations fraternity will be left behind if they do not have strategies in place to stay abreast of these evolving mediums and the know-how of how they can be utilised to maintain their relevancy within the industry.

Constant pressure of keeping up with new social trends can be overwhelming and daunting for some who have just stepped out of the shadows of letter writing, and who have just started to get to grips with using their email. Using social media networks can actually improve your company or client’s image albeit that there might be some pitfalls.

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The rise of targeted contentby Tom Manners

Anyone who has had the opportunity to spend some time ingesting Seth Godin’s work on the power of tribes will understand that we are caught in the midst of a very substantial paradigm shift in the way brands communicate with their audiences.

The broadcast based approach, in which consultancies and organisations craft a singular message and transfer it via billboard advertising, blanket press releases and radio or television placements, is gradually proving less effective.

Tom Manners

These tactics represent the traditional approach to communication – a methodology that evolved and thrived in an environment where the audience could not respond.

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I am PRISA Back to Index

PRISA is the only public relations and communication institute in Southern Africa, here are a number of persuasive facts about what PRISA can do for your career:

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Solly’s Blog Back to Index

This is your opportunity to share your views and opinions about YOUR PRISA with Solly.

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Remember to follow us on Twitter and LIKE our page on Facebook.

Until next month,
Adele Paulsen
PRISA: Executive director

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