|Spotlight on APRs - Thabisile Phumo|
This month, PRISA’s intern, Evidence Mashitoa, visited Thabisile Phumo, head of corporate communication, Anglo AmericanPlatinum, to talk to her about the APR designation.
Most of you will agree with me that learning is a continuous process. The accreditation programme provided by the Public Relations Institute of Southern Africa (PRISA) is a stepping-stone to a continuous learning process offered to public relations and communication management practitioners.
I had the opportunity to visit Anglo American Platinum’s head office in downtown Johannesburg, where I interviewed an amazing woman, Thabisile Phumo, head of Anglo American Platinum’s corporate communication.
I was interested in finding out from Thabisile what value being an APR add to her work. According to Thabisile: “It holds me accountable to the profession and creates a sense of responsibility in the way I practice and do my work. Accreditation certainly raised the standards to which I needed to deliver and I became cognisant of what is expected from me as an APR.”
She also commented on the importance of joining PRISA and emphasised that it is imperative for any public relations professional to belong to a body that sets standards for the industry.
“My wish is that every professional will belong to a professionally recognised body which ensures quality, rights, standards and conformity,” she said.
Having chatted to Thabisile made me realise that public relations is a not only a very strategic function but an important function and not everyone can practise it without the backing of a credible qualification. The value of the APR programme is that it gives credibility to the public relations practitioner and the field of public relations.