The Legislation and Regulation Committee is pleased that PRISA has been recognised by the South African Qualifications Authority (SAQA) as the professional body for public relations and communication management professionals and its designations have been recognised on the National Qualifications Framework (NQF).

Says Lorraine van Schalkwyk APR, committee chair: "This is positive news for the committee and its work around professionalisation, because the process being followed by the qualifications authority is to recognise one body and one set of professional standards for each profession. PRISA was one of only 40 bodies, and the only communication management body, recognised in this first round of professions receiving this recognition.

Brendan Seery

Brendan Seery has been in the communication business for more than 30 years and he understands and shares the frustrations that public relations professionals face, which are often due to errors they make. With these errors in mind, Seery presented the second Public Relation Consultant’s Chapter (PRCC) networking breakfast session on 23 April 2013 at the PRISA Head Office in Randburg on the topic ‘Top mistakes public relations practitioners make and how to avoid them’.

Coming from a journalistic background, Seery was able to offer attendees some invaluable information which included the importance of building relationships with editors and journalists; learning to “think like a journalist” to uncover stories within your organisation or client; and the damage that can be caused by not responding to media.

Seery explained the importance of ensuring that public relations professionals know and understand what the brand they are working for is all about; and to take ownership of the brand as it is their role to defend the brands reputation at all costs. Seery stated that if you do not agree with the brand, for any reason, it is better to walk away from it.