As PRISA’s PRISMS Summit & Awards takes place from 22 to 24 October, The Media Online profiles this year’s Top 10 Young Voices, emerging talent shaping the future of public relations and communications in South Africa.
Selected from a competitive pool of youth entries, each brings a distinct perspective to this year’s theme, Kaleidoscope, Patterns of Impact Across Past, Present and Future’, reflecting on the ideas, experiences and ambitions that will influence the profession’s next chapter.
We asked them:
- What do you think is the biggest challenge facing the South African PR and communications industry today, and what role can young professionals play in addressing it?
- South Africa’s communications landscape is shaped by issues such as inequality, social change, political polarisation and declining trust. How should the next generation of communicators navigate these complexities while protecting credibility and reputation?
- AI is rapidly changing how communications work is researched, created and distributed. What do you see as the biggest opportunity – and the biggest ethical risk – AI presents for young South African communicators?
- Young professionals are entering an industry where traditional PR, social media, content creation, marketing and journalism increasingly overlap. What skills do you believe communicators need to remain relevant and influential over the next five years?
- The PRISMS theme, Kaleidoscope: Patterns of Impact Across Past, Present and Future, asks us to think about how the profession is evolving. What is one thing you would change about the communications industry in South Africa to make it more inclusive, innovative or meaningful for the next generation?
PRISM YOUNG VOICE: Reneilwe Kgatle
I believe one of the biggest challenges facing the South African PR and communications industry today is the growing presence of people online who present themselves as professionals without having the knowledge, experience or ethical foundation required to practise PR. This can discredit the profession because people begin to associate poor practices with PR as a whole.
As young professionals, I believe we have a responsibility to protect the reputation and dignity of our profession. We need to lead by example by practising ethically, understanding the principles of PR and being intentional about the work we put into the public space. In a world where there is already so much mistrust, young professionals have an opportunity to rebuild confidence in our industry by showing what credible, ethical and professional communication looks like.
Inclusive and accessible
I believe the next generation of communicators needs to make their communication more inclusive and accessible to broader audiences, while always prioritising honesty and credibility. We are operating in an environment shaped by fake news, mistrust, social change and different perspectives, so communicators cannot afford to be careless with information.
For me, that means doing proper research, fact-checking information and thinking critically before communicating anything. It also means understanding that communication is not only about getting a message across, but about doing so responsibly and ethically. When people trust the information we provide, we protect not only our credibility as communicators but also the reputation of the organisations and people we represent.
Transparent and ethical
I believe the biggest opportunity AI has created for our industry is access to resources that can make research, summarising and compiling information much more efficient. PR and communications rely heavily on information, so AI can help young professionals work more efficiently and manage large amounts of information.
However, I think the biggest ethical risk is becoming overly dependent on AI or using it without taking responsibility for the information it produces. We still need to fact-check everything and make sure that the information we communicate is accurate and truthful. We also need to be transparent and ethical in how we use AI, while protecting client information and confidentiality at all times. AI should support our work, not replace our judgement and responsibility as professionals.
Writing and speaking
I believe written and spoken communication will remain some of the most important skills for communicators, regardless of how much the industry changes. You need to be able to articulate your ideas clearly, communicate with different audiences and build relationships effectively.
At the same time, I think young professionals need to become comfortable with technology, particularly AI. Learning how to write effective prompts and use AI tools properly will become increasingly valuable. However, because AI is both useful and potentially dangerous, it is important that we learn how to use it ethically.
The key is to combine strong communication skills with digital and AI literacy rather than allowing technology to replace our ability to think, communicate and make professional decisions.
AI training
One thing I would change about the communications industry in South Africa is to make AI education and ethical AI training a more integrated part of the industry. AI is already changing how we research, create and communicate, but I do not think young professionals should simply be expected to learn how to use these tools on their own.
I would like to see organisations and industry bodies create more opportunities for young communicators to learn how to use AI effectively, responsibly and ethically. This would make the industry more innovative while also ensuring that young professionals understand the risks that come with these technologies, including misinformation, overreliance and protecting confidential information.
For me, the future of communication is not about choosing between people and technology. It is about equipping the next generation with the knowledge to use technology responsibly while still protecting the values that make our profession credible.
