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: Anga Gangata
1. I believe one of the biggest challenges facing the South African PR and communications industry today is keeping up with rapidly changing trends and AI while maintaining authentic communication. Young professionals can help address this challenge by staying curious, keeping up with emerging trends, and learning to use AI responsibly.
We can bring fresh ideas and a better understanding of digital platforms while ensuring that technology supports our creativity rather than replaces our own thinking. Most importantly, we must remember that
behind every message is a real person, and meaningful communication requires human connection.
Thought behind the message
2. I think the next generation of communicators needs to develop the ability to hold space for different perspectives without losing sight of facts, ethics and responsibility. In South Africa, communication cannot exist separately from the social realities people experience. Issues such as inequality and social change influence how audiences receive messages, and communicators need to recognise that people do not all experience the same issues in the same way.
For me, protecting credibility starts with being honest about what you know, listening to the people you are communicating with, and being careful about the information you put into the public space. We should not communicate simply because something is trending or because it will generate attention. There needs to be thought behind the message and an understanding of its possible impact.
My experience with Campaigning for Cancer taught me how communication can help challenge stigma and misconceptions surrounding sensitive issues. It reinforced the importance of sharing accurate information, understanding people’s experiences, and approaching conversations with empathy. This experience showed me that protecting credibility requires communicators to be responsible with their messages and mindful of how their communication influences public perceptions.
Losing our judgement
3. I believe AI creates an opportunity for young professionals to become more adaptable and competitive in the communications industry. It can help us explore unfamiliar areas, learn new skills, and understand how technology is changing the way brands engage with their audiences. This allows us to grow alongside the industry while bringing our own perspectives and originality to our work.
The biggest ethical risk, in my view, is becoming too dependent on AI and losing our own judgement, originality, and accountability. Communication is ultimately about people, culture, emotion, and context. Although AI can help us process information, we remain responsible for ensuring that what we communicate is accurate, appropriate, and sensitive to our audiences. As young communicators, we must learn to use AI without allowing it to define our voice. We should fact-check its outputs, protect confidential information, recognise potential bias, and remain transparent about our use of these tools where necessary.
Adaptable and curious
4. I believe communicators need to be adaptable, curious, and willing to learn continuously. The boundaries between PR, social media, marketing, content creation and journalism are becoming less defined, meaning young professionals need to develop skills beyond one function. Strategic thinking will remain essential. Creating content is valuable, but understanding why it is being created, who it is intended for, what outcome it should achieve, and how it supports broader objectives is what makes communication strategic.
I also believe relationship-building, storytelling, research, writing, media engagement, financial and project management, digital literacy and data interpretation will become increasingly important. My experience as SPRA Treasurer has taught me that communication professionals also need organisational and financial skills because successful projects require more than good ideas, they require planning, accountability and the ability to work with different stakeholders.
More meaningful opportunities
5. If I could change one thing about the communications industry, I would create more meaningful opportunities for young people to enter the profession, particularly opportunities that allow them to gain experience rather than expecting them to have it already. My experiences, including my PRISA internship, job-shadowing at Flow Communications and involvement in community and student initiatives, have shown me how valuable professional exposure can be.
These opportunities have helped me understand the industry beyond the classroom, build confidence, and identify areas in which I want to grow. I would like to see an industry where mentorship, job-shadowing, internships, and skills development are prioritised. Young people bring fresh ideas, digital knowledge, and diverse perspectives, but they also need guidance and opportunities to turn their potential into professional skills.
