PR movers and SHAKERS

Public Relations (PR) is no longer just about writing press releases and newsletters. But, promoting a positive image with the public and media, and making public appearances at events and other engagements on behalf of brands and even personalities. Five readers share their experiences of working in this exciting and fast-paced industry.

- Amanda Mtuli & Fundiswa Nkwanyana

Sheila Afari (33) is the managing director of Sheila Afari Public Relations, based in Johannesburg.

CARVING MY CAREER

In 2008 while I was studying towards a psychology degree at the University of Cape Town, I stepped on a flyer advertising entrepreneurship week. I was intrigued and attended the workshops to learn more. That’s where I saw an opportunity to provide PR services to fashion designers. Even though I had no experience, I registered a company called Lavish Industries. I then compiled proposals, which helped me get a few clients. A year later, my clientele increased. I decided to do a PR course to make sure I was on the right track. I’ve never looked back since.

THE JOURNEY

From 2008 to 2011, I was the managing director for my company Lavish Industries. I also became the marketing manager for Mi-Fone. In 2012, I started Sheila Afari Public Relations where I’m currently the managing director. I’m also the managing editor of an online culture publication called Moziak Magazine. My ability to spot an opportunity and self-belief, have helped me carve a successful career.

EMBRACING THE CHANGES

The PR landscape hasn’t changed a lot since I started; however, there’s been a large shift towards the use of online and social media platforms. My job has its challenges because I work with small businesses and entertainers. Some of them have never worked with a PR company before and often have unrealistic expectations. To avoid any discrepancies, I make sure that we sign contracts that clearly stipulate our agreement.

ONWARDS AND UPWARDS