Tribeca Public Relations (Tribeca) made waves at the 2024 PRISA PRISM Awards in Cape Town, walking away with 12 awards (two gold, two silver, six bronze and a special mention), and the prestigious title of Best Mid-Sized Consultancy.

This year’s success demonstrates Tribeca’s strength across different industries and its ability to deliver results in a changing media landscape. From corporate communications to consumer campaigns, Tribeca continues to create work that connects brands with their audiences in meaningful ways.

“These awards are a testament to the passion, dedication and hard work of our incredible team, as well as the trust our clients place in us to deliver strategic, impactful campaigns,” says Nicky James, co-founder and managing director of Tribeca. “We are humbled by this recognition and motivated to keep pushing the boundaries of what’s possible in public relations.”

Tribeca’s awards across the different categories include:

B2B categories:

<ul>
	<li>Gold - Corporate Communications: WE are Malan Scholes Attorneys</li>
	<li>Gold - Internal Stakeholder Engagement and Communication: Pernod Ricard: 1000 Ways to Stay Safe</li>
	<li>Bronze - Reputation and Brand Management (Long-term): Pernod Ricard: 1000 Ways to Stay Safe</li>
	<li>Bronze - Education and Training: Epson Champions Education - Empowering Education in South Africa</li>
</ul>

B2C categories:

<ul>
	<li>Bronze -Education: Epson Champions Education - Empowering Education in South Africa</li>
	<li>Bronze - Technology: Gogonomics with Vuma</li>
	<li>Special mention - Education: Gogonomics with Vuma</li>
</ul>

Special categories:

<ul>
	<li>Silver - Community Relations: Gogonomics with Vuma</li>
	<li>Silver - Community Relations: Epson Champions Education - Empowering Education in South Africa</li>
	<li>Bronze - Corporate Citizenship: Gogonomics with Vuma</li>
	<li>Bronze - Video Communication: 1000 Ways to Stay Safe</li>
</ul>

“Tribeca’s continued recognition at the PRISMs every year is something we take so much pride in. These wins serve as a reminder that what we create goes beyond campaigns, they’re about making a meaningful difference for our clients and their communities,” she says.

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Tribeca wins Best Mid-Sized Consultancy at PRISA PRISM Awards

I'm a huge fan of AI and the benefits it brings to daily life. We often don’t even realise we're using AI, like when I use Spotify DJ to create a playlist based on my music preferences, or when Waze suggests a faster route home based on real-time traffic updates.

New AI tools are constantly being developed, and their use cases are rapidly increasing. I recently read that South Africa has the most ChatGPT users globally, which is great, but also concerning as it highlights both the growing interest in AI technology and the potential challenges around digital literacy, data privacy and the ethical use of these tools.

I’m by no means an AI expert, but I do know that we need to understand this technology beyond its surface-level convenience. While AI has the power to transform industries and make our lives more efficient, it also comes with challenges in terms of data security and transparency. We need to be aware of how the data we’re inputting in AI platforms is being used, who has access to it and the long-term implications of sharing personal information with these platforms.

We also need to consider how it affects skills development and ultimately employment. As more tasks become automated, we have to focus not only on upskilling but reskilling our teams to integrate AI into what we do, instead of letting it take over.

This has led to the development of a new set of policies and guidelines for companies. For example, companies need to develop an “Ethical use of AI” policy that outlines best practices for ensuring transparency and accountability when using AI. Another one is a “Data privacy and AI” policy, which ensures sensitive information is protected when using AI tools and platforms.

My work requires me to read and write a lot. Whether I’m proofing a news release, editing a messaging document, or writing an opinion piece like this, I need to ensure everything makes sense, is grammatically correct and is clear enough for the target audience to understand in context.

With the rise of platforms like ChatGPT, everyone now has access to AI tools, whether as a basic user or a paid subscriber. The platform is undeniably clever. When I first started using it for editing and proofing, I was blown away and thought, "Wow, this is amazing." However, as I continued to use it more frequently, I noticed that the output often followed a predictable formula.

Some tell signs that something has been created by ChatGPT specifically include

<ul>
	<li>Default to American English (see all those z’s)</li>
	<li>Three adjectives to describe EVERYTHING – she’s smart, funny, and amazing</li>
	<li>The Oxford comma after the last ‘and’ – she’s smart, funny, and amazing</li>
	<li>The use of the words ‘foster’ and ‘seamless’</li>
	<li>The words ‘cutting-edge’, ‘excited’, ‘best practice’, ‘furthermore’, ‘invaluable’, ‘reshaping’ and many others</li>
	<li>Did I mention ‘foster’?</li>
	<li>Headlines and sub-headlines that are capped and have a colon to separate two ideas: The Ethical Use of AI: What To Look Out For</li>
</ul>

While AI can be really helpful, especially for repetitive tasks, it still needs a human hand to ensure originality and realness. AI-generated content lacks the subtlety and emotional tone required for certain audiences. I believe this is where a combination of AI and human input is non-negotiable. Use AI to enhance your work, not to do everything for you. Let it assist with efficiency, while you provide the creativity, there’s no replacement for this after all.

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AI tools are smart, but human creativity is smarter

Lerato Ramuhashi, account manager, Tribeca Public Relations

Influencers are a great way for brands to reach new audiences, build credibility, and amplify their messages. With their trusted voices in various communities, they offer brands a powerful tool beyond traditional PR.

However, it’s crucial to choose the right influencers for your campaign. It’s not just about follower count or popularity—what matters is how well they align with your objectives. When selected thoughtfully and strategically, influencers can greatly enhance your PR efforts. Poor choices, however, could damage your brand's reputation.

Make or break

There are many pros to working with influencers. These include the ability to measure results. Influencer campaigns, especially with the technology and influencer management platforms that exist today, are easily measurable, allowing PR professionals to track engagement, reach, conversions and the return of investment for clients. This means that brands can adjust their influencer engagement tactics along the way to ensure they are meeting their goals effectively.

Feel real?

Another major benefit of influencer engagement is the authenticity factor. When they post about a product or service, their audience views it as a personal recommendation, and not necessarily advertising. This authenticity helps build trust and credibility, which is crucial for any PR effort. In fact, according to a recent <a href="https://www.nielsen.com/insights/2012/consumer-trust-in-online-social-and-mobile-advertising-grows/#:~:text=According%20to%20Nielsen's%20latest%20Global,an%20increase%20of%2018%20percent">Nielsen study</a>, 92% of consumers trust influencer recommendations more than traditional advertisements, making influencer engagement a powerful tool for reputation management.

On the other hand, paid partnerships with influencers that don’t align with a brand’s core values or target audience can feel inauthentic or forced, leading to negative feedback and a potential loss of credibility among audiences. For instance, a fast-food chain wouldn’t typically partner with a fitness influencer like South Africa’s beloved <a href="https://www.instagram.com/fitglor/">Gloria Ngcobo</a>, as this could seem disingenuous and potentially harm the brand’s (and the influencer’s) reputation.

However, a collaboration between Gloria and a sports or fitness brand would be a natural fit, aligning with the authentic image she portrays. Her followers appreciate not only her funny dance moves but also her inspiring fitness journey, making this kind of partnership resonate and come across as genuine with her audience.

Mistakes happen

It's also important to keep in mind that influencers are human and can sometimes make mistakes. It’s crucial that brands do their homework on influencers by conducting background checks and monitor influencers’ activities, tweets and social media posts for any negative publicity and controversies that may result in the brand being caught up in the crossfire of media and public backlash.

The perfect fit

Influencer partnerships can also go pear-shaped when there is a lack of clear communication and understanding between the brand and the influencer. If the influencer does not fully grasp the campaign's objectives or the brand’s core values, their content may not hit the mark in terms of the brand's messaging, and this can dilute the campaign's impact. So, it’s very important to go through their content with a fine comb to make sure they align with the brand values and guidelines.

For example, it wouldn’t make sense for an influencer to shoot and post content for a children’s toys or brand with alcohol in the background. Or imagine an influencer posting brand collaboration video content for a beer brand known for positioning itself as “best served ice cold."

If the influencer simply unboxes the packaging, pours a warm beer into a glass, and appears to enjoy it or worse, has previously stated they don't consume beer, this would be a clear case of a brand and influencer mismatch. It’s important to go through their content to prevent these glitches from creeping up.

Influencer engagement has been a game changer in how brand can communicate with audiences and having a public relations partner that understands how to leverage this powerful tool to help amplify a brand’s message and drive great results is vital to make and not break your PR efforts.

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How influencer engagement can make (or break) your PR efforts

Tribeca has appointed Anele Cebekhulu and Mamahlatse Marokane as account directors. In their new roles, they will offer strategic consultancy and continue to nurture strong relationships with both their teams and clients.

Anele brings over a decade of experience in consumer and corporate PR, with expertise in strategic planning, implementation and client service across diverse industries. She will lead the team working with clients such as Rays of Hope, LEGO, Under Armour, YuLife and Rectron.

“Tribeca’s people-first ethos resonates with my professional values. As I continue to grow in my career, I look forward to contributing to the agency’s success and collaborating with and empowering my team,” says Anele.

Mamahlatse, although originally pursuing a different path, found her passion for storytelling leading her into the communications industry. Over the past 11 years, she has gained extensive experience across sectors like financial services, telecommunications, and energy, bringing a rich and diverse perspective to her new clients.

“Each client I have worked with has brought unique challenges and exciting opportunities, which have not only sharpened my skills but deepened my love for PR,” she says, reflecting on her journey with enthusiasm for what’s ahead.

Nicky James, managing director at Tribeca says that Anele and Mamahlatse are both wonderful additions to the agency. Their fresh perspectives and creative energy are already making an impact across the agency and with their clients. “We look forward to seeing them thrive and contribute to the future of our agency.”

Tribeca welcomes two new account directors

Bontle Sibanda, senior account executive at Tribeca Public Relations

As Richard Branson wisely said, "A good PR story is infinitely more effective than a front-page ad." This highlights the lasting impact of creative storytelling in public relations, where original narratives do more than just capture attention but build trust and real connections between a brand and its audiences.

As PR professionals, we are creative by nature. This means we should not apply a one-size-fits-all approach to our strategies or campaign ideas. We should constantly challenge ourselves to come up with unique, tailored approaches that reflect the individuality of each client and their audiences.

Consider the Nando’s #RightMyName campaign, which addressed the common issue of misspelling South African names by spell-check tools, turning a minor inconvenience into a compelling narrative that celebrated cultural pride and identity. This campaign sparked conversations about cultural diversity and championed inclusivity and respect for diverse identities.

Similarly, Coca-Cola’s #ShareACoke campaign personalised bottles with local names and phrases, promoting a sense of belonging and Woolworths’ #AreYouWithUs campaign highlighted real stories from farmers and suppliers, emphasising their commitment to sustainability and ethical sourcing.

This is the art of storytelling. It’s the ability to stir emotions, create memorable experiences and build a sense of community. Brands that excel at storytelling can transform their PR efforts from simple announcements into powerful narratives that really speak to their audiences.

While these examples are rooted in South Africa, the principles of creative storytelling in PR are universal. Brands around the world can draw lessons from these strategies to create campaigns that resonate on a deeper level.

With so much information at our fingertips and with hundreds of messages, WhatsApps, social media alerts, news updates, calls, adverts etc being sent to us every second, we’ve had to become selective about the content we engage with.

This makes it even more important for PR professionals to develop stories that are not only compelling and relevant but also concise and impactful. By doing so, we can ensure our communications stand out and reach and resonate with our target audience.

So, the next time you conceptualise a PR campaign for your client, remember: a sprinkle of creativity, a dash of authenticity and a whole lot of heart can turn your message into a memorable masterpiece that keeps people talking for years to come.

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Why creative storytelling is essential in today’s PR strategies

Davina Malan, managing partner at Tribeca Public Relations

There have been significant changes over the course of my public relations career spanning two decades. In the early days, my fledgling career involved crafting press releases, manually sieving through physical coverage booklets once a week to see what coverage we had secured for our clients, and hand-delivering invitations to events. The internet was barely formed, landlines were the primary form of communication, social media didn’t exist and cell phones were a luxury.

Traditional media outlets like newspapers, magazines, radio and television were the primary channels for communication. Networking involved face-to-face interactions, and building relationships with journalists and media professionals was crucial. The tools and strategies we relied on then seem almost unrecognisable compared to today's digital and social media-driven landscape.

As technology advanced, so did our role as PR professionals with the advent of the fourth industrial revolution changing the way we communicate forever. It has required us to adapt to new technologies that have revolutionised the communications industry. Our previous learnings and ways of working quickly became obsolete, and the new digital world demanded that we return to school, figuratively speaking, and relearn new ways to communicate in this new era.&nbsp;

The pace of change has rapidly accelerated too. We’ve had to adapt to concepts like big data, the integration of PR and SEO, crisis management in a digital world and most recently, artificial intelligence. The truth is, learning on the job, which was sufficient twenty years ago, no longer meets the demands of today’s fast-paced, digitally-led public relations and communications industries. If agencies want to keep up with these changes and stay competitive, they need to invest in training for their staff.

At Tribeca, we emphasise staying ahead of industry trends and strive to understand and adapt to the constant changes brought by new innovations. To excel as consultants, we must anticipate and embrace these changes as they arise.

As an agency, we are committed to providing relevant training for our team members. However, to keep up with the speed of change, we recognised the need to enhance our offering even more. By integrating both hard and soft skills, we ensure that our teams are equipped with the knowledge and tools they need to navigate our continuously evolving industry.

As I reflect on my own personal journey in the PR industry, I am reminded of the power of adaptation and continuous learning. What began as a leap of faith at the age of 20 when I chose begin my PR career, has evolved into a lifelong commitment of personal and professional learning.&nbsp;

Today, I am proud to lead the training and development programme at Tribeca. Training our teams is not just a tick box for me, it’s a deep passion of mine. Whether I am sharing compelling stories or facilitating training workshops, my goal is to leave a lasting impact on each team member.

Investing in our people is not just key to our company’s success but also to the individual fulfilment of our team members. We want to empower everyone to reach their full potential through a culture of learning and growth.

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Continuous learning is the key to a thriving PR career

Mbali Khumalo, account manager, Tribeca Public Relations

Public relations has always been and continues to be a competitive, fast-evolving industry. With all rapid-pace professions, staying ahead of the curve requires being a quick – if not first – adopter of the tricks of the trade that will give you the edge over the rest.

Enter artificial intelligence, a powerful tool that is reimagining ways of working to the excitement of some, and the trepidation of others.

The question of AI for public relations is not one of its usefulness. Its impact is similar across business, academia and even our personal lives. It can instantly analyse and summarise vast amounts of data, generate ideas from business names to event themes, the list goes on. For public relations consultants, the question of AI is far more nuanced – can we use it ethically, and if so, how?

Confidentiality is key

A crucial ethical consideration that is easily forgotten in the haste to use generative AI like ChatGPT is confidentiality. When you provide an AI tool a prompt, you aren’t only enabling it to generate you a response. You are also feeding its algorithm, assisting it to respond to similar questions asked by its millions of users around the world.

If you can’t share the details of the groundbreaking concept you’ve developed for a client with your friends over drinks, it stands to reason that you shouldn’t share it with the over 200 million average monthly users of everyone’s favourite chatbot.

AI prompts are an interesting part of our relationship to these tools. Many people simply copy and paste their information, tack on a question at the end, and wait for the technology to do its thing. However, as professionals who have access to intellectual property and market sensitive information long before it reaches the masses, PR consultants should think twice about the kinds of prompts they provide generative AI. Clients need to be able to trust that their sensitive information is appropriately guarded from prying eyes and algorithms.

Use big data to your benefit

The great thing about generative AI tools is that they have already been well fed by swathes of publicly available information, from social media to news articles, and published research. A major part of being a successful PR consultant is listening – on both an interpersonal and wider scale. From a macro perspective, AI tools are great for helping to cut out the static, providing users with clear and concise answers about what they’re looking for.

Say you’re running a campaign to get more young people to vote and need to first understand what’s driving youth voter apathy. ChatGPT can synthesise information from hundreds of thousands of sources on this topic, which can help inform ideas and approaches. Inform, being the operative word here. These kinds of tools are great for providing you with a starting point or even helping to overcome idea blocks. Integrating them like this into ways of working can assist consultants in being more efficient. Things get ethically murkier when AI does the bulk of the thinking and doing, rather than acting as a strategic complement to your work.

You still have the creative edge

Much of the AI software we currently have access to is yet to replicate the style, soul and feel of creative expression. It isn’t difficult to identify the clunky and mechanical writing of generative AI. While it can technically get the job done of writing a social media post or article, its output is hardly memorable or moving.

Creativity is a fundamental pillar of public relations which, at its core, is about connecting people to businesses, ideas and each other. At the risk of sounding like a luddite, those of us in creative industries should keep a watchful eye on technology that replicates aspects of our role, especially in an unregulated environment.

There is room to embrace the advancements and growing accessibility of AI, without pushing our ethics to the side or trading creativity for convenience.

Ensuring ethics and creativity in AI-driven PR

Tribeca&nbsp;has appointed&nbsp;two new interns, Steve Nyalangu and Tekanyo Selatela, who both bring&nbsp;youthful perspectives and new ideas to the agency.

Nyalungu graduated from IIE Rosebank College with a Diploma in Public Relations He chose a career in public relations because he enjoys meeting new people, building relationships and storytelling. Nyalangu will be joining the team that supports the agency’s technology and consumer clients working on clients inclduing Epson, LEGO, Profitroom and Rectron.

Selatela graduated from the University of Freestate with a BA in Governance and Political Transformation and says that he is excited about learning more about PR and exploring the ever-evolving dynamics of the media landscape.

Tribeca’s internship programme offers extensive on-the-job training to ensure our interns receive an excellent foundation in the public relations industry, with a well-defined career path laid out for them.

“We are excited to have Tekanyo and Steve join the agency. They are both eager to learn and bring new ways of thinking to our teams. We are committed to supporting and helping them reach their career goals,” says Julia Christison, account director.

In addition to hands-on client experience, interns like Steve and Tekanyo are given opportunities to participate in comprehensive training and development workshops. These sessions are designed to hone their skills in communication and emotional intelligence, equipping them with the tools needed to thrive in the fast-paced PR environment.

Tribeca prides itself on upskilling young talent, ensuring that our interns not only contribute to our current clients and projects, but also grow into future leaders of the industry.

Tribeca welcomes fresh talent - Steve Nyalangu and Tekanyo Selatela join as interns

Tribeca showed up and shone bright at the Sabre Awards this year, clinching a major win in the SABRE Awards EMEA, along with two wins and four certificates of excellence at the SABRE Awards Africa.

With 2024 marking Tribeca’s first time entering the SABRE Awards EMEA, managing director Nicky James says winning the Marketing to Seniors category for its Gogos with Vuma campaign is a major milestone for the agency.

“The Gogos with Vuma campaign is an example of how objective-led PR can make a significant impact and truly touch lives in a positive way. Vuma is a client that is close to our hearts for this very reason.”

Tribeca’s winning streak continued with the 2024 SABRE Awards Africa, where the agency was shortlisted in six categories from over 500 entries in this year’s competition. Tribeca took the Public Education award category for its ‘Gogos with Vuma’ campaign, and the Mining and Extractive Industries category for the launch of Torsa in South Africa.

To add to its accolades, Tribeca’s Gogos with Vuma campaign bagged two certificates of excellence in the SABRE Award for Superior Achievement in Brand-Building, and Corporate Social Responsibility categories. Tribeca was also recognised for excellence in the Employee Communications awards category for its work on Pernod Ricard’s ‘The Press Room’, and in the Public Affairs/Government Relations category for its PR support to Torsa.

“It’s a humbling experience and a huge honour for the Tribeca team and our clients to be recognised on such a prominent global awards platform in our industry. Awards like these are testament to loving what you do, and three cheers must go to our Tribeca team of consultants who bring the energy, expertise and dedication to work every day to maintain our award-winning reputation,” she says.

Tribeca celebrates back-to-back victories at the Sabre Awards

Tribeca has distinguished itself yet again in the PR industry by securing a prestigious position in the top 5 of the PRovoke Media Best Agencies to Work for 2024 in EMEA (non-UK), ranking third this year. Tribeca is once again the sole African agency among this year's celebrated achievers.

The Best Agencies to Work For awards recognise agencies across the EMEA region that excel in cultivating an engaging and supportive workplace culture, and one that places a strong emphasis on employee satisfaction and well-being. These awards are announced following a thorough review process, heavily reliant on employee feedback, highlighting the importance of a people-first approach within the industry.

Managing director Nicky James credits this ongoing success to Tribeca’s 18-year commitment to a people-first culture, underscored by significant investments in employee development, diversity and team morale.

The past year has seen notable achievements within Tribeca, including the integration of seven new team members, the transition of two interns to permanent positions and the celebration of eight promotions. The agency boasts a commendably low staff turnover rate, highlighting its success in retaining talent. Several consultants also celebrated a decade with the company, prompting the introduction of a new policy that rewards ten years of service with additional annual leave, further demonstrating Tribeca's appreciation for long-term commitment.

#TribecaProud reflects the agency’s ethos, encompassing a sense of belonging and recognition. This spirit is not only internal but extends to client engagements and industry accolades. Tribeca’s position in the 2024 Best Agencies to Work for highlights its holistic approach to employee satisfaction and client success, solidifying its role as an industry leader and a beacon of African excellence on the global stage.

Tribeca celebrates African excellence on the global stage, secures a top spot in Best Agencies to work for in EMEA

Tribeca&nbsp;has appointed Nechia Khuzwayo as an account executive where she will work with and support the team workings on Epson, Lamelle Pharmaceuticals and LEGO brands.

Nechia brings four years’ PR experience to the role having worked across a range of financial services and consumer clients where she focused on brand building and reputation management through social media channels.

Julia Christison, account director at Tribeca says, “Nechia’s skills and experience in social media analytics and tools are vital to her role. In our journey to grow and nurture Tribeca's social media offerings, Nechia's skillset offers an exciting dynamic to our approach. We're eager to leverage her expertise and innovative thinking to drive impactful growth in our social media initiatiatives.”

“I am proud to join Tribeca where I will be contributing to the agency’s 18-year legacy. Continuous learning and professional development are important to me, and it is refreshing to know that I am joining a company that values this as much as I do. I’m also looking forward to contributing to the agency’s social media growth strategy,” she says.

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Tribeca welcomes Nechia Khuzwayo

Keneilwe Motshabi, account manager at Tribeca Public Relations

As public relations (PR) continues to evolve, mastering the skill of media relations from the initial pitch to securing client coverage is an art and a science. Crafting the perfect pitch is like preparing a delicate dish – it requires a balance of ingredients, impeccable timing and perfect presentation. From the opening sentence to the closing remarks, each word must captivate, intrigue but most importantly resonate, so the journalist is enticed to delve deeper into the story.

South Africa has a diverse media landscape, with many cultures, languages and social issues at play. It resembles a complex puzzle that requires the correct pieces to come together for a complete picture. A good pitch, one that will pique the journlasits interest instead of getting binned, isn't just about telling a story; it's about making the story sing, tapping into their values, interests, and what matters to them and their audiences.

Whether it's getting the language just right or presenting topics from a different perspective, a pitch that connects with media shows that you really understand who you're talking to and who their audience is. This connection increases the likelihood of your story being featured.

Journalists receive numerous pitches every day, highlighting the need for PR professionals to create pitches that truly stand. A pitch that resonates will help build long term credibility and trust with the journalist who you will probably have to work with more than once. By emphasising relevance, authenticity and understanding the local context, PR professionals can build stronger relationships with journalists and media outlets. This approach leads to storytelling that matters and coverage that resonates with the diverse audiences across South Africa.

The relationship between PR professionals and journalists is a two-way street, characterised mutual respect and understanding. As the industry evolves, so does this dynamic. Collaboration and transparency are key to foster a partnership that benefits both sides. PR professionals must be honest and uphold integrity in their dealings with journalists, with the intention of developing a relationship that is mutually beneficial.

In this digital-first world, the rise of social media and digital platforms has made communication instant resulting in a news cycle that never rests. &nbsp;Understanding and respecting media deadlines has become more crucial than ever, as timing can significantly influence the impact and relevance of a story.

PR professionals need to find the angle, develop narratives that resonate and establish solid connections in a world where attention is fleeting yet client opportunities are boundless.

Navigating the media maze, it’s important to remember that success is not measured solely by coverage but by the strength of our relationships. In an industry driven by connections, building genuine rapport with journalists is crucial to long-term success. So, let us embrace the challenges and opportunities that lie ahead, armed with insight, creativity, and a dash of charm. By doing this, we can all excel in media relations.

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Navigating the media maze from pitch to published

Tribeca has welcomed Tshegofatso (Tshego) Lebethe as an account director to lead the agency’s team that works on Eagle Intelligent Health and Pernod Ricard.

Tshego has a Diploma in PR &amp; Media Studies from Boston Media House, and over eight years of PR experience. She has worked across a range of clients, from technology to consumer, business-to-business and NGOs, and thrives on cultivating relationships, presenting innovative PR ideas, and elevating clients' brand narratives through strategic and creative PR.

On joining Tribeca PR, Tshego expressed excitement about the opportunity to contribute to the agency's 18-year reputation.

"Tribeca's commitment to excellence, its approach to PR and people-first ethos align with my professional values. I am eager to collaborate with the talented team and contribute to the agency's continued success," she says.&nbsp;

A milestone in her career journey to date is helping launch a campaign highlighting the creation of 100,000 jobs in collaboration with the Youth Employment Service (YES), earning recognition in the country's Presidential Newsletter.

"Tshego has a warm and welcoming nature that we believe will complement her team and the agency. We look forward to the year ahead as she shows enthusiasm and proactivity to not only meet but also exceed expectations," says Kelly Mossop, business unit director at Tribeca Public Relations.

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Tribeca welcomes Tshegofatso Lebethe as account director

Tribeca Public Relations (Tribeca) has announced the appointment of Valentia Nkosi as an account executive who brings a unique and fresh skillset to the team. With a strong foundation in media relations and a deep understanding of the intricacies of social media acquired through previous roles, she has emerged as a standout talent in the field.

Her background in communications across the ICT, telecommunications, financial services and business-to-business sectors, combined with established media relations across diverse industries, positions her perfectly for this role and ensures continued excellence in client service for her new accounts Vuma, Trellix, Webfleet and DFA Africa.

“We knew precisely what skillset we needed for this role, and Valentia met all the criteria. Her experience extends beyond conventional PR practices, making her perfect for this position and an asset to the Tribeca team,” says Kgotsofalang Mashilo, account director at Tribeca.

Tribeca appoints Valentia Nkosi as an account executive

Lamelle Pharmaceuticals, a proudly South African pharmaceutical company that produces highly advanced products for the pharmaceutical market, has appointed Tribeca to manage its communications portfolio.&nbsp;

At the heart of Lamelle Pharmaceuticals, in Johannesburg, is its laboratory where the magic unfolds. Led by co-founders Dr. Bradley Wagemaker and Tony De Barros, a team of skilled pharmacists develops and manufactures a range of pharmaceutical products to address a number of health needs, from infertility and skin health to Polycystic ovary syndrome.

“Lamelle Pharmaceuticals is known for pushing boundaries. We have a deep understanding of how the body works and our relentless drive to achieve results is evident in our world-class products. The same rings true for Tribeca. The agency’s knowledge of our industry and their results-driven approach to public relations, is why we partnered with them. Tribeca just gets us, the team fully understands our brand and how to put Lamelle Pharmaceuticals back on the media map,” says Suzana Martiradonna, marketing manager at Lamelle Pharmaceuticals.

“We see our partnership as a great opportunity to innovate, collaborate and achieve remarkable results together. We’re committed to supporting Lamelle achieve its business objectives by strategically positioning their brands to reach their target audiences through the most effective channels,” says Davina Malan, managing partner at Tribeca.

Local pharmaceutical brand – Lamelle - appoints Tribeca Public Relations

<a href="https://urlsand.esvalabs.com/?u=https%3A%2F%2Fwww.sapro.com%2F&amp;e=a4f999f5&amp;h=5657c165&amp;f=y&amp;p=n">SAPRO</a>, a global talent outsourcing firm specialising in advisory, assurance, and tax solutions, has appointed Tribeca as its PR and communications partner. Tribeca will play a crucial role in supporting SAPRO with both external and internal communications, encompassing media relations, stakeholder engagement, content and digital strategy development, as well as crisis management as the need arises.

Founded by South African co-CEOs Dario Grassini and Greg Maslov, SAPRO is based in New York and caters to a global clientele. The firm offers its under-resourced clients access to the expertise of custom-trained assurance, tax and advisory professionals across various jurisdictions worldwide.

"Tribeca has the right experience and expertise to help SAPRO navigate the ever-changing communications landscape, providing a highly effective always-on communications strategy," says Tribeca managing partner, Nicola Tarr. "By working closely with the SAPRO team, we aim to deliver impactful communication campaigns that resonate with their target audience, enhance brand awareness and drive tangible results.”

In recent years, Tribeca has expanded its service offerings to include a broader range of digital solutions, complementing its traditional PR services. This approach has allowed Tribeca to grow its portfolio of clients. These services include specialised influencer marketing, media training, and standalone content production tailored for social media, internal publications and various owned and shared platforms like websites, newsletter and internal publications.

"We found Tribeca to be the ideal partner to shape our narrative and effectively communicate through the most appropriate channels to reach our key stakeholders," says Cindy Beets, Global Head of Marketing. "Their reputation as an experienced strategic communications partner, along with their comprehensive range of services, will assist us to convey our brand's story, values, and key messages to our target audience, creating stronger connections and a deeper understanding of our offerings.”

SAPRO appoints Tribeca as its communications partner

Kgotsofalang Mashilo promoted to account director at Tribeca 

Tribeca has announced that Kgotsofalang Mashilo has been promoted to account director. This promotion is a testament to her outstanding contribution and dedication to the agency.

Kgotsofalang joined Tribeca just short of a year ago as a senior account manager and quickly rose through the ranks due to her fearless attitude, strategic thinking, natural leadership and unwavering commitment to delivering results for clients. In this new role, she will assume greater responsibilities in leading and managing client accounts, overseeing strategic direction and execution and mentoring her talented team.

“Kgotsofalang's promotion is so well-deserved. She has consistently demonstrated exceptional leadership skills, creativity and a passion for achieving outstanding results," says Nicola Tarr, managing partner at Tribeca Public Relations. “Her contribution has been invaluable to our agency, and we have every confidence in her to continue to lead and innovate in his new role.”

This promotion underscores Tribeca’s commitment to recognising and nurturing talent within the organisation. The agency believes that investing in its team members' growth and development is essential to providing the high-quality service that clients have come to expect.

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Kgotsofalang Mashilo promoted to account director 

YuLife, the tech-driven insurance company on a mission to inspire life, has appointed Tribeca to provide strategic communications support as the brand prepares to cement its presence in South Africa.

Over the years, YuLife has disrupted the insurance landscape by offering insurance that inspires life, prioritises meaningful employee benefits and ensures engagement. Through its usage of world-class technology, game design and behavioural science principles, YuLife has differentiated itself as a leading international InsurTech company and been named one of UK’s top InsurTechs and soonicorns. YuLife’s mission of protection and wellbeing every day, for everyone ensures that employees’ wellbeing is looked after holistically - encompassing physical, mental, social and emotional wellbeing.

Bernise Games, head of marketing SA at YuLife says, “We are excited to be working with an agency that doesn’t just have a stellar reputation but also has a track record of really understanding their clients’ needs and how to deliver on them. Everything about our interactions thus far tells us that this is the start of a long and beautiful relationship.”

Fresh off winning more than a dozen Prism awards, Nicola Tarr, managing partner at Tribeca Public Relations adds, “As a business that places employee wellness at the forefront of everything we do, this partnership is a match made in heaven. We are delighted to help YuLife South Africa continue to show the world that a holistically healthy and happy workforce is a productive one.”

Tribeca brings more than two decades' worth of expertise with finance and wellness clients.&nbsp; Both companies share a common vision of empowering individuals to lead healthier and more fulfilling lives and by collaborating, they aim to bridge the gap between insurance and wellbeing, fostering a deeper understanding of how personal wellness can directly influence professional success.

YuLife South Africa appoints Tribeca as its PR agency.

Rectron, an integrated ICT distributor has appointed Tribeca&nbsp;as its public relations partner.

Rectron selected Tribeca as its new PR agency to enhance its brand visibility, strengthen communication with stakeholders, and drive engagement across various platforms. With a track record of 28 years in the technology sector, Rectron has consistently demonstrated its commitment to delivering innovative solutions to resellers, system integrators, managed services providers, e-tailers, and retailers throughout Southern Africa.

"In today's fast-paced digital landscape, it's important we work with a communications agency that understands the rapid evolution of technology and the sectors it impacts. We believe we've found that partner in Tribeca. Their experience and reputation for strategic communications align with our business and culture, reflecting their ability to navigate the evolving media landscape," says Sethabile Myeni, head of marketing at Rectron.

By partnering with Tribeca, Rectron aims to showcase its extensive range of products and services, catering to small and medium enterprises, consumers, and corporations across Southern Africa.

"We're proud to announce our partnership with Rectron, a forward-thinking leader in technology solutions. As its newly appointed PR agency, we look forward to amplifying its offerings and enhancing its brand presence," says Davina Malan, managing partner at Tribeca. “As a business that also puts it’s people first, we knew this partnership would be right fit for us.

Rectron appoints Tribeca as its public relations partner

Keneilwe Motshabi has joined Tribeca Public Relations (Tribeca) as an account manager, working with an established team and clients including Eagle Intelligent Health, Malan Scholes Attorneys and Saab.

With seven years PR and journalism experience, Keneilwe brings valuable knowledge and expertise to the team. She is passionate about writing and takes pride in her exceptional and proactive media relations skills and approach.

“It’s been a pleasure getting to know Keneilwe during her onboarding at Tribeca. She is a confident, valued and fantastic addition to the team. She’s hit the ground running by identifying and securing strategic media opportunities and always shows enthusiasm to learn new skills, perspectives and business acumen” says Kelly Mossop, senior account director at Tribeca Public Relations.

“Joining a new agency can be daunting but everyone has made me feel welcome and appreciated already. I’m really looking forward to sharing my passion for strategic communication and media relations coupled with my extensive writing experience to our team and my clients." says Motshabi.

Tribeca welcomes Keneilwe Motshabi

Eagle Intelligent Health, developers of a new <a href="https://eih.onelink.me/LyE2/mrcfa4pz">secure telehealth app</a> that provides access to quality healthcare and telemedicine services, has appointed Tribeca Public Relations (Tribeca) as its public relations agency.

The partnership between Eagle Intelligent Health and Tribeca aims to increase awareness of the benefits of telehealth in South Africa, and highlight the app’s AI technology and functionality as a solution to anyone in need of convenient and quality healthcare.

Telehealth is a growing global trend that has accelerated over the past three years and continues to do so. It has become increasingly popular in South Africa, where access to quality healthcare remains a significant challenge.

The Eagle Intelligent Health app enables users access to telehealth services, regardless of their location. &nbsp;The app is free to download and sign up is easy and fast. With access to free telemedicine video visits during its limited launch period, it is a solution for people who usually spend extra time and money getting to a clinic or hospital. In addition to quickly accessing medical consultations with South African doctors, users can get digital prescriptions and sick notes sent to their mobile phones from their healthcare session.

“Working with a team that is passionate and driven to help as many people as possible through the use of technology is personally and professionally rewarding. We are excited to be able to communicate Eagle Intelligent Health’s intention to provide quality, affordable healthcare, and encourage as many South Africans as possible to download the app and try it out for themselves while consultations are free during the launch period,” says Kelly Mossop, senior account director at Tribeca.

For more information about the app, please watch the following video: <a href="https://www.youtube.com/watch?v=u9avYgGAaDA">https://www.youtube.com/watch?v=u9avYgGAaDA</a>. To download the app, click <a href="https://eih.onelink.me/LyE2/mrcfa4pz">here</a>.

Eagle Intelligent Health appoints Tribeca Public Relations

Tribeca Public Relations (Tribeca) is celebrating its impressive haul of awards at this year's PRISA PRISM Awards. The agency proudly won 13 sought-after awards, comprising four Gold, eight Silver, and one Bronze award in recognition of excellence in public relations and communications services for its clients.

This marks the 17th consecutive year that Tribeca has won PRISA PRISM Awards, proudly continuing its winning streak from 2006 when the company was started. Tribeca also broke its own record for the total number of PRISA PRISM awards won in a single year.

“Hearing Tribeca’s name called again and again for all those awards was nothing short of moving,” says Nicky James, co-founder and managing director of Tribeca. “It’s a testament not only to the strong, meaningful work we do for our clients, but the commitment and creativity of our talented teams. I couldn’t be prouder of our consultants or grateful to our clients who place full trust in us with their brands and businesses.”

The PRISA PRISM Awards are a celebration of effective public relations campaigns and the consultants who make them possible, in recognition of work that successfully fuses strategy with creativity and professionalism to achieve the best communications and business objectives.

Tribeca’s 13 PRISA PRISM awards were as follows:

Four Gold PRISA PRISMs for

<ul>
	<li>Gogos with Vuma - NGO/NPC campaign</li>
	<li>Gogos with Vuma - Community Relations</li>
	<li>Gogos with Vuma - Technology</li>
	<li>Torsa launches in South Africa - Business-to-Business</li>
</ul>

Eight Silver PRISA PRISMs awarded to Tribeca for

<ul>
	<li>Gogos with Vuma - Corporate Citizenship</li>
	<li>LEGO: Ever-changing Play (Launch of Play Well Study stats) - Consumer PR for an existing product or service</li>
	<li>LEGO: Ever-changing Play (Launch of Play Well Study stats) - Arts and Entertainment</li>
	<li>Profitroom launches in South Africa - Corporate Communications (Business to Business)</li>
	<li>Profitroom launches in South Africa – Technology</li>
	<li>Profitroom launches in South Africa - Business-to-Business</li>
	<li>Pernod Ricard: The Press Room - Internal stakeholder engagement and communication</li>
	<li>Pernod Ricard:&nbsp;The Press Room - Publications</li>
</ul>

One Bronze PRISA PRISM for

<ul>
	<li>Torsa mines opportunity in South Africa - Resources</li>
</ul>

“In addition to the valued industry recognition these awards afford us, maintaining this winning streak has supported Tribeca in becoming an employer of choice among talented individuals who want to be part of an industry-leading team,” she says.

“Being consistently recognised for our work in the industry by an esteemed body like PRISA has also contributed greatly towards Tribeca retaining clients who feel safe in our hands, not to mention placing us top of mind among potential clients in the market for an effective public relations partner. Thank you to our brilliant and talented team, our incredible clients and PRISA for this honour.”

Tribeca raises the bar, secures 13 PRISA PRISM Awards

Nicky James, managing director, Tribeca Public Relations

Crises can be unpredictable, impacting businesses of all sizes and industries. However, the approach to crisis management today has undergone a significant transformation compared to two decades ago. While the response principles remain the same, the time in which to respond, and the tools available have drastically changed.

In the early 2000s, which is when I ventured into the world of public relations, businesses had more time to respond to crises because of the lack of technological and digital advancements that we enjoy today. Communication channels were limited, as was immediate information sharing. However, from Threads and TikToks going viral to memes and the metaverse, digital technology has changed the game entirely for both agencies and their clients.

The speed at which information is distributed and shared online and on social media requires a heightened level of preparedness from communications professionals to effectively mitigate a crisis before it unfolds – to essentially plan for and manage tomorrow’s PR crisis, today. This is easier said than done and requires proactivity, detailed planning, and careful execution.

In my experience, proactivity and honesty are the foundation of effective crisis management, which is why it is essential for PR agencies to work closely with their clients to identify business vulnerabilities and risks upfront. This allows PR teams to develop a strategic crisis plan that outlines key stakeholders, appropriate spokespeople, and step-by-step protocols for managing various scenarios – with careful emphasis on scenarios that could play out on social media platforms. Having a well-prepared crisis handbook will also ensure a swift and coordinated response if the unexpected occurs.

The last place a business wants to find itself is on the receiving end of a social media uproar because it was simply unaware that a crisis had been unfolding and gaining traction online – in times of crisis, the narrative surrounding an event can quickly become uncontrollable. This is why it is so essential for communication agencies to monitor online conversations and news feeds vigilantly to swiftly identify and address issues.

While businesses often fear social media or going viral for the wrong reasons, social media can also work in a business’ favour, presenting a powerful tool during a crisis. In fact, social media has transformed the way an event develops and is managed during times of crises as it allows businesses to distribute accurate information quickly, correct any inaccuracies, and demonstrate transparency and honesty, which consumers value more today than ever before.

While the crisis comms landscape has evolved, some things never change. In times of crisis, we still advise clients to take ownership of and responsibility for the situation, to be open and available, and to tell the truth and tell it fast. We advise them to provide a clear plan of action to rectify the situation. All of this helps in preserving their reputation; transparent communication builds empathy, and stakeholders are more likely to support a business that is honest and accountable.

The ideal outcome of a crisis is for all affected parties to feel heard, and for the issue to be resolved quickly and fairly. Once this has been achieved, a post crisis analysis should be conducted to assess the effectiveness of the crisis management strategy, and of course to identify areas for improvement.

PR agencies take on a critical role in crisis management, guiding their clients through challenging times while safeguarding their reputation and public image. By proactively anticipating potential crises, employing digital tools to monitor social media and the web, using social media for transparent and real-time communication, and encouraging open dialogue, they can ensure their clients navigate turbulent waters and emerge more robust and resilient than before.

Tell the truth and tell it fast: Crisis communications in an 'always-on' world

Tribeca&nbsp;has welcomed Regomoditswe (Rego) Kobe to the team as an account director. She is responsible for overseeing the strategic direction and implementation of PR campaigns for clients including Eaton, the South African Institute of Professional Accountants (SAIPA), Bestmed Medical Scheme, and Saab, as well as new business across industry sectors.&nbsp;&nbsp;

Rego works with and manages a growing team of career-driven (all-female) consultants, supporting, guiding and counselling each person to achieve measurable results on behalf of clients and further develop their skills in offering exemplary client service.

With over eight years’ experience in public relations, Rego has built a versatile career for herself working across clients including Cliff Dekker Hofmeyr, Metropolitan, and SITA.

She describes herself as a forward-thinking communications and PR professional offering strategic client liaison and brand collaboration, highlighting that she values a strong client-consultant relationship.

“Rego is a friendly and passionate person, and an all-round team player, who wants the best for her clients and her team. We believe she is a valuable asset to the team and agency, and look forward to helping her reach new goals in your career,” says Kelly Mossop, team leader at Tribeca Public Relations.

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Regomoditswe Kobe joins Tribeca 

Juliette Verhoog has been promoted to account director at Tribeca Public Relations (Tribeca), having joined the agency in September 2019. Her promotion recognises her commitment to maintaining a standard of excellence in client service, as well as exemplary team management over the last three years, particularly in her mentorship her team members.

She has provided strategic consultancy to some of Tribeca’s largest accounts, including LEGO™ South Africa and Logitech, conceptualising and executing award-winning campaigns and earning international recognition and awards for her clients.

“Juliette's promotion is so well deserved. She has demonstrated excellent leadership qualities through her dedication to client service and experience, her patience and empathy towards her team and colleagues, and the positive energy that she brings to the agency. We look forward to watching Juliette excel in her new role,” says Davina Malan, managing partner at Tribeca.

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