Thought Leadership

Most young professionals think PR is someone else's job. This piece makes the case that it isn't — crisis communication, personal branding, and reputation recovery are now core career skills, PR title or not, in a world where perception moves faster than performance. Read more.

AI doesn't just help us think — it quietly reshapes how we think. This piece unpacks why "ethical AI" may already be compromised, arguing that imported algorithmic values crowd out local moral frameworks like Ubuntu, and that real accountability demands transparent, value-driven design from the start.  Read more.

ChatGPT changed how PR gets written — but not how audiences get moved. This piece looks past the chatbot hype to markerless AR, positioning immersive, participatory storytelling as the next real frontier for audience-centered PR.  Read more.

Perception precedes reality in every career, not just communications ones. This piece breaks down three PR competencies — crisis management, personal branding, reputation recovery — that determine who gets trusted, hired, and remembered.  Read more.

This article reinforces the argument that South Africa undervalues public relations (PR) as a national skill. While STEM expertise is vital, the piece warns that technical progress alone cannot build competitiveness. It stresses that effective communication prevents negative headlines from defining the national brand, and that PR is essential for giving voice to innovation, fostering trust, and bridging the gap between scientific achievement and public understanding.