The current global financial instability has unsettled some business in South Africa. Businesses must consider analysing new Trends, to be able to adapt and compete in the global markets. Trends inspire new opportunities, as changes are always unpredictable, happening at high tempo. Trends are pointers of business direction. Businesses which want to succeed have to keep up with the current trends of the global world.

The Public Relations Institute of Southern Africa (PRISA) has been recognised by The South African Qualification Authority (SAQA), as the professional body for communication management. Continuous Professional Development (CPD is very important to members, as SAQA requires members to engage in continuous development in order to maintain professionalism, and also make sure that the members abide by the Code of Ethics, and Professional Standard. PRISA members must attain 35 CPD points per year to maintain their level of designation. The Public Relation Consultant’s Chapter (PRCC) committee has scheduled ten one-hour breakfast sessions, each month until November 2013.These sessions will help members achieve 30 CPD points, if they attend all these sessions.

The first breakfast session took place at PRISA Randburg on the 28 February 2013 presented by an independent insight consultant and trend analysist Saint-Francis Tohlang.The presentation was based on five key consumer trends: trending.com, DATA “MYNING”, CELEBRATION NATION, Emerging 2 and Mobile moments.

The breakfast started at 07h00. As soon as all delegates were settled in their seats, the speaker took to the stage. He opened the presentation by saying “Trends are more than just “hot”. There is a lot of value in following trends, customers are no longer passive, they have shifted in their behaviours, they demand value for their money, which mean that Brands must understand consumer needs, when exploring new opportunities, and also provide solutions to the consumer’s daily lives.

The part of the presentation which stood out was celebration nation which is when brands sell their National colours and their Heritage globally. For example, the brand that has sold beyond our borders is the musical group the Palatones, who have just relocated to United States of America.

According to Saint –Francis there are many factors which influence trends. It can be Culture, Globalisation, Politics or Financial instability which is currently facing the world. The presentation provided public relations professionals with an idea of where to explore for new business opportunities. They also had an opportunity to know which tools to use to help them keep up with what is new in the industry.

The presentation ended at 08:30 with Q & A session, and then it was time for networking. The PRCC chairperson Gillian Findlay “I am happy with the turn out, very good networking opportunity, and the speaker was imparted”. Another delegate who was happy to be at the breakfast session is Samantha Louis representing CIMA “I am happy to know about new trends, more especially the business of creating local pride, by presenting our local brands globally”.

I appreciated being present at this, the first PRCC breakfast session, for the information presented and the opportunity to network with PRISA delegates. I am inspired by the level of professionalism in organising the event and amongst the delegates in attendance. I am looking forward to the next coming session.

28 February 2013