Selecting the correct career path is a crucial decision with far-reaching implications. It is a choice that will shape your future, underscoring the importance of making an informed decision.
Over the next few weeks, The African Reporter will engage with business people, professionals, and other role players, focusing on a specific career field every week.
Through this, we aim to guide our younger readers in navigating their career choices. This week we give a platform to the public relations practitioner/communications specialist career.
Mandisa Zwane is a public relations practitioner whose passion for the career came after she established PR play an impactful role in many industries. She studied integrated communications and majored in public relations and organisational communication.
“Passion drove me to study communications, especially majoring in public relations and organisational communications.
“My advice to a person who aspires to become a PR specialist is to make sure that you have a passion for it to avoid confusion.
“Visit news outlets, radio stations and newspapers to stay on top of things and know what is happening around you. Be yourself and be a person who networks, especially by creating a relationship with journalists,” said Zwane.
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What is communications?Communications refers to the exchange of information and ideas between individuals, groups, and organisations.
What is integrated communication?Integrated communications is a strategic approach that integrates/combines various communication channels and tactics to deliver a consistent message and gain organisational goals.
Integrated communications include public relations and organisational communications, international communications and advertising and marketing as a key pathway.
What does a public relations communicator do?We call it either a public relations practitioner (PRP) or a communications specialist. They develop communication strategies to reach organisational goals through effective communication.
A PRP also creates content through various channels, such as press releases and blog posts, among others. They also communicate with stakeholders, create and maintain relationships with key stakeholders and which includes employees, investors and customers.
Where can I study integrated communications?You can study this course at:• Tshwane University of Technology• UNISA• Boston Media House• University of Johannesburg.
How long does the course take?Integrated communications is a three-year full-time course. The requirements are a national senior certificate with a degree or diploma endorsement, and level 4 for English (home language or first additional language).
What skills do I need to become a communication specialist?• Good communication skills (speaking, writing and presenting)• Strategic thinking• Problem-solving• Creativity and attention to detail.
Are there different types of communication specialists?Yes, there are different communication specialists, each specialising in media relations, crisis communication, or internal communications.
• Media relations: Focuses on building and maintaining relationships with journalists and media outlets to secure positive coverage.
• Crisis communication: Specialises in managing a company’s reputation during times of crisis, ensuring effective and timely communication with stakeholders.
• Public affairs: Deals with influencing government policies and legislation, often through lobbying efforts.
• Community relations: Works to establish and maintain positive relationships between an organisation and the community it serves.
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• Internal communications: Focuses on communicating with employees, ensuring they are informed, engaged, and aligned with the organisation’s goals.
• Social media and online PR: Uses social media and other online platforms to build brand awareness, engage with audiences, and manage online reputation.
• Strategic communications: Develops and implements overall communication strategies to achieve organisational goals, ensuring consistent messaging across all platforms.
• Corporate social responsibility (CSR): Focuses on using social responsibility initiatives to build a positive brand image and engage stakeholders.
• Product PR: Creates a buzz and builds awareness around a company’s products or services through various communication channels.
What are the advantages and disadvantages that come with the job?
Advantages:• Creativity: you get to work on diverse projects, campaigns, and industries, allowing for creative expression and problem-solving.
• Networking opportunities: Building relationships with media, influencers, and stakeholders can lead to valuable connections and career opportunities.
• Influence and impact: PR professionals can shape public opinion, manage crises, and promote positive change through effective communication.
• Career growth and development: PR professionals can advance to leadership roles, specialise in specific industries, or transition to related fields like marketing or communications.
Disadvantages:• High stress levels: PRP often works under tight deadlines and manages crises.
• Negative publicity: A PR specialist may face challenges in managing negative publicity or criticism.
• Constant adaptation: The landscape for PR is constantly evolving, with changing media trends, technologies, and stakeholder expectations, requiring PR professionals to stay up-to-date and adapt quickly.
• Reputation management: Communication specialists may face challenges in managing the reputation of their organisation or clients, particularly in times of crisis or controversy.
• Long hours and heavy workload.
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How do PR persons overcome language barriers?
Strategies for overcoming language barriers are:• Use simple language: Avoid using jargon.
• Speak slowly and in a clear tone.
• Use visual aids: Pictures, diagrams, or gestures can help convey meaning.
• Interpreters or translators: For common understanding.
•Active listening: Pay attention to nonverbal cues.
What are the roles and responsibilities of a communication specialist?
The role and responsibilities of a PRP/communication specialist include:• Content creation (creating content for various audiences).
• Crisis communication- manage a crisis that can destroy an organisations‘ reputation.
• Stakeholder engagement- creating and maintaining relationships with stakeholders such as customers and investors.
• Strategic planning – implement PR strategies to strengthen the organisation and reach its goals.
• Writing and editing: Writing and editing press releases and other PR materials.
• Media outreach: Pitching stories and securing media coverage for clients or organisations.
• Social media management: Managing social media presence and creating content for various channels.
• Event planning: Organising and executing events to promote organisations or products.
• Research and analysis: Conducting research and analysing data to inform PR strategies.
• Crisis management: Developing and implementing crisis communication plans to protect an organisation’s reputation.
• Budget management: Managing PR budgets and ensuring effective use of resources.
Where does a public relations practitioner/communication specialist work?
Public relations (PR) practitioners work in a variety of places, such as:• Corporate sector: Companies of all sizes.
• NPOs: Charities and foundations.
• Government agencies: Local, state, or national government agencies.
• Public relations agencies.
• Consulting firms: Firms that provide PR consulting services to clients.
• Media and entertainment: News organisations, magazines, and entertainment companies.
• Healthcare: Hospitals and healthcare companies.
• Education: Universities, colleges, and educational institutions.
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