When Tekanyo Selatela joined Tribeca Public Relations as an intern in March 2024, he brought a willingness to learn, a natural curiosity and a belief that everyone deserves to be treated with respect. Less than three years later, these qualities have helped him earn the title of Best Up-and-Coming PR Professional at the 2026 PRISA PRISM Awards.

Known to colleagues, clients and journalists as TK, he has built a reputation for making people feel seen and supported, while approaching every opportunity as a chance to learn. Today, he is a senior account executive at Tribeca, working with clients across a range of industries and mentoring colleagues in the very skills that helped him find his feet in PR.

His journey began with Tribeca’s six-month internship programme. After graduating with a BA: Governance and Political Transformation from the University of the Free State in April 2024, he made such an impression that he was appointed as a junior account executive that September, and promoted within a year.

Kelly Mossop, client services director at Tribeca, says TK’s growth has been remarkable, but it is the way he works with people that makes him stand out.

“TK is someone people trust. He takes the time to listen, he follows through and he treats everyone with the same kindness and respect, whether they’re a client, a journalist, a supplier or a colleague,” she says.

“His growth is also a result of his intentionality. He puts his hand up, asks questions and makes the most of every opportunity. He has achieved so much in a short time, but he’s also the first person to share what he’s learned and help someone else along the way. We couldn’t be prouder of him.”

For TK, the award is as much about the people who have supported him as it is about his own journey.

“Winning this award means so much to me. When I started my internship, I knew I wanted to learn as much as I could, but I couldn’t have imagined standing here a few years later,” he says.

“I am fortunate to work with people who trust me, challenge me and take the time to help me learn new approaches and develop new skills. I’m grateful to my colleagues at Tribeca, our clients and the journalists who have welcomed me along the way. This recognition makes me want to keep going and to do for others what so many people have done for me.”

This award recognises both the professional TK already is and the leader he is becoming.

“TK reminds us that being brilliant at PR starts with caring about people. He has built strong relationships because he genuinely values them and he brings this same care to his work every day. This is a special moment for him and for all of us who have the privilege of working alongside him,” she says.

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Tribeca’s Tekanyo Selatela named best up-and-coming PR professional

Tribeca&nbsp;was named Grand Prix Agency of the Year at the 2026 PRISA PRISM Awards on Saturday evening, rounding off a night that also saw the independent agency win Best Mid-sized PR Agency, two Gold awards and a Bronze for LEGO’s “Biggest unboxing ever” campaign. Senior account executive Tekanyo Selatela was named Best Up-and-coming PR Professional.

The wins come as Tribeca celebrates 20 years in business and follow its strongest year yet, marked by sustained growth, new client partnerships and continued investment in its people.

Unlike the agency categories open for entry, the Grand Prix Agency of the Year is awarded through a separate judging process to one of the Agency of the Year category winners. It honours the agency that best embodies PRISA’s best practices, values and ethics, makes a notable contribution to the industry and demonstrates passion for the profession.

“Winning Best Mid-sized PR Agency was already a huge moment for us. The Grand Prix was completely unexpected,” says Nicky James, co-founder and managing director of Tribeca Public Relations. “What makes it even more special is what the award stands for. We have spent 20 years building an agency that does excellent work, treats people properly and stays true to its values. To have this recognised by our industry means everything to us.”

The LEGO wins are a proud moment for everyone who worked on the campaign and one we share with our client. “Thank you to the LEGO team for trusting us to bring this idea to life and to our team for delivering work we can all be proud of,” she says.

Selatela’s Best Up-and-coming PR Professional award celebrates the contribution he is already making as a senior account executive. Winning so early in his career gives the industry a name to watch.

“We are so proud of Tekanyo, or TK as he is known to us,” says James. “He thinks carefully about his work, wants to learn and always puts up his hand to help. We have watched him grow in confidence and ability and he so deserves this award.”

Over the course of 2025 and 2026, Tribeca grew its business across a range of sectors, welcoming clients including Anglo American Foundation, Aware.org, Bonitas, FirstRand Foundations, inDrive, ManageEngine, OceanX, Traxtion, , Volvo South Africa through Retroviraland WesBank, to name a few.

Alongside this growth, the agency continued investing in its team through training in strategic thinking, crisis communication, confident communication, digital trends and the responsible use of artificial intelligence. Its internship programme also saw one of its two interns move into a permanent role.

As it enters its third decade, Tribeca is building its digital expertise and AI literacy while maintaining its focus on specialist public relations counsel, strong media relationships and credible earned coverage.

“Our tools and the way we work will keep evolving. Our responsibility to think carefully, bring original ideas and earn trust remains,” says James. “These awards give us so much to celebrate, but they also give us a standard to keep living up to. Thank you to our clients for trusting us, to our Tribecans for the care they put into their work and to the judges for this honour. It is a very special way to begin our next chapter.”

“Huge congratulations to all the winners. We know how much work goes into the campaigns, teams, agencies and brands behind these awards. There is so much talent in our industry and it was lovely to get together to celebrate it.”

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Tribeca celebrates 20 years with Grand Prix Agency of the Year win at PRISM Awards

Why public relations should be a business priority rather than an afterthought

Before your next leadership meeting, try something that could make the room uncomfortable. Open ChatGPT or another AI search tool and ask it to recommend a product or service your company sells in South Africa, without mentioning your company's name.

Does your brand appear? If your competitors make the shortlist and you don't, look at the sources supporting their inclusion. What information is available about them that isn't available about you?

As someone who runs a PR agency, I believe this is becoming one of the most important questions business leaders should be asking. AI is increasingly influencing how customers research businesses and make purchasing decisions, so companies need to think seriously about how they are represented beyond their own websites and marketing channels.

New research makes a compelling case for why public relations should be a business priority rather than an afterthought.

In May 2026, media intelligence company Muck Rack published its <a href="https://www.globenewswire.com/news-release/2026/05/07/3290268/0/en/Generative-Pulse-Earned-Media-Consistently-Drives-AI-Citations-Holding-at-84.html">Generative Pulse: What Is AI Reading?</a> report, analysing more than 25 million links cited by ChatGPT, Claude and Gemini across 17 industries. The findings are striking. Some 84% of links cited by AI platforms came from earned media sources, while just 0.3% came from paid or advertorial content. Journalism alone accounted for 27% of citations.

The research defines earned media broadly, including journalism, academic research, government sources and other third-party content. But what stands out for me is that AI platforms draw heavily on information published beyond companies' own marketing channels.

The way people search for information is changing. Rather than visiting multiple websites to compare options, customers can ask AI to recommend businesses based on specific needs. A small business owner in Johannesburg, for example, might ask: "Which South African companies can install a reliable solar and battery backup system for my business, offer good after-sales support and have a proven track record?" AI can draw on multiple sources to narrow these choices, potentially influencing which providers make the shortlist before a single sales conversation takes place.

This is where PR becomes particularly relevant. Your website may explain what you offer, but what independent information supports those claims? An article about a successful project, an interview demonstrating your expertise or credible coverage of your achievements gives potential customers something more substantial than a company's own sales pitch. This has always been part of PR's value. What has changed is that this information may now also influence how AI represents your business.

Consider two competing businesses with equally impressive credentials. One consistently communicates its expertise, contributes to industry conversations and earns relevant media coverage. The other delivers equally good work but rarely communicates its achievements beyond its website and social platforms. Both deserve consideration, but one has made far more evidence of its capabilities publicly available. The commercial risk is that you could be outperforming your competitors and still be overlooked because the evidence of your success is harder to find.

For organisations investing substantial budgets in advertising and digital marketing, this raises an important question about whether PR is receiving the attention and investment it deserves.

Despite its value, PR is still too often treated as an optional marketing expense, something businesses invest in when they have an announcement to make or budget left over. This thinking needs to change. Advertising helps generate awareness, SEO makes your website easier to find, and PR helps establish the independent credibility that supports your business's claims. These disciplines complement one another, but they serve different purposes.

Media coverage cannot guarantee an AI recommendation, and not every source AI cites is the result of PR activity. However, Muck Rack's findings reinforce the value of credible third-party information in an AI-influenced search environment. PR should therefore be viewed not only as a way to generate publicity, but as a strategic investment in how a business is perceived, evaluated and ultimately considered by existing and potential customers.

So, before your next leadership meeting, try this AI search and examine who makes the shortlist. Then consider whether your business is doing enough to make its expertise, track record and achievements visible beyond its own channels. You may know exactly why customers should choose your business, but if the evidence is difficult to find, how can you expect AI to find it?

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Ask AI to recommend a brand. Does yours make the shortlist?

Nicky James, Nicola Tarr and Davina Malan have been appointed as judges for the 2026 PRISA PRISM Awards, bringing their collective public relations and communications experience to one of South Africa’s leading industry awards programmes.

For Nicky and Nicola, this is familiar territory. Both have served as PRISM judges for a number of years, while 2026 marks Davina’s first time on the judging panel.

All three have also been appointed as Chief Cluster Judges, taking on additional responsibility for overseeing judging across their respective category clusters and helping to ensure a fair, consistent and rigorous adjudication process.

Nicky and Nicola's involvement goes beyond judging entries. Both are also participating in the PRISM Awards mentorship programme, supporting young judges as they build their understanding of the adjudication process and gain insight into what makes PR work strategically strong, creatively effective and measurable.

“Judging the PRISM Awards is always a valuable opportunity to see the breadth and quality of work being produced across our industry,” says Nicky. “But for me, it is also about giving back. Awards are important because they recognise excellent work, but the judging process also creates an opportunity to share experience and support the practitioners who will shape the future of our profession.”

Nicola says the mentorship element makes this year’s involvement particularly rewarding “Strong PR is about much more than a clever idea or an impressive output. As judges, we look at the thinking behind the work, how clearly it responds to a business or communication challenge and whether it delivers meaningful results,” she says. “Being able to have those conversations with younger judges and share some of what we have learnt over the years makes the process even more worthwhile.”

For Davina, joining the PRISM judging panel for the first time brings a different kind of opportunity. “I’m looking forward to seeing the range of work being produced across the South African PR industry and the different ways teams are solving communications challenges,” she says. “It is a chance to learn from the work being entered, while also bringing my own experience and perspective to the judging process.”

The PRISM Awards recognise excellence across South Africa’s public relations and communications industry, celebrating work that demonstrates strategic thinking, effective execution and meaningful impact.

For the Tribeca team, being part of the judging process is also an opportunity to contribute to the industry beyond our day-to-day client work by recognising strong work, sharing experience and helping support the next generation of PR practitioners.

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Giving back to the industry through judging and mentorship

By Nechia Khuzwayo, senior account executive

We are often taught to think of a successful career as a straight line: study something, find a job in that field, gain experience, move up and keep going. But many careers do not always play out this way which may be more useful than we realise.

Someone can start in social media, move into data and analytics, find themselves working in marketing and eventually build a career in public relations. On paper, these moves may look disconnected. In practice, each one changes the way you think, the questions you ask and the way you approach your work.

Steve Jobs once said, “You can’t connect the dots looking forward; you can only connect them looking backwards.” This idea applies just as well to careers. Skills that seem unrelated at the time can become surprisingly valuable later, particularly when they begin to work together.

I have experienced this in my own career. I studied BCom Information Management, with a particular interest in data analytics, and started my career as a data and reporting specialist in a Social and Innovations department. Along the way, I found myself learning more about social media management and digital communication, areas that were not necessarily part of my original career plan.

Today, I work in PR and communications, with much of my role focused on media relations. On paper, these may seem like very different paths, but each one has given me something I use in the next chapter of my career. My understanding of data helps me think about insights and measurement, my social media experience helps me understand audiences, and my current PR experience has strengthened my ability to communicate and build relationships. Looking back, I realise that the twists in my career have not taken me off course. They have helped me build a much broader skill set.

For me, that is where the real value of versatility comes in. It is not simply about knowing how to do different things, but understanding how those skills can work together. People who have worked across different disciplines are often able to see connections others miss, because they understand a problem from more than one angle.

This matters because workplace challenges rarely stay solely within one department. A reputational issue can become a social media issue, a marketing decision can create a communications challenge and data can reveal something that changes an entire campaign. The more you understand how these areas connect, the more useful you can be beyond the boundaries of your job title.

Of course, versatility should not be confused with being unfocused. There is still value in developing real depth and expertise. But depth and range are not opposites; in many cases, they strengthen each other.

Perhaps this is the better way to think about a non-linear career. Not as a series of detours, but as the gradual accumulation of perspectives, skills and experiences that become more valuable when combined.

A career does not have to make perfect sense while you are building it. Sometimes its value only becomes clear when you look back and realise that the path you thought was inconsistent was actually teaching you how to see more of the bigger picture.

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Careers aren’t meant to be linear

Yolisa Mkele, senior writer at Tribeca Public Relations

People love to use “jack of all trades, master of none” as a criticism, usually to suggest that someone should specialise rather than spread themselves too thin. There is also a widely circulated longer version of the phrase that adds “oftentimes better than a master of one”. Whether or not this was part of the original saying, the sentiment is useful because it reframes range as a strength rather than a weakness.

In an agency, range is often the job. PR writers move constantly between sectors, subjects, formats and voices, sometimes within the same day.

One morning, you might be writing an opinion piece for a CEO on financial inclusion. That afternoon, you are working on a press release for a motoring launch, and the next day you are writing in the voice of a hospitality brand’s general manager about staff wellbeing. The subject changes, the audience changes and, importantly, the person you are writing for changes too.

Deep expertise in one field is valuable, but so is having a strong foundation across many subjects. It helps when moving from brief to brief and can also create connections that may not be obvious to someone who has spent their career looking at a subject through a single lens.

Spend long enough immersed in one field and you naturally begin to think in its language and conventions. Engineers think like engineers and doctors think like doctors. A good generalist moves between those worlds often enough to recognise the differences while also spotting the golden threads that connect them.

Style is perhaps the most visible part of this versatility. Writing convincingly as a fintech CEO requires a different instinct to writing for a conservation scientist, and neither should sound like a hotel general manager talking about employee wellbeing.

The skill is not in finding one voice and refining it forever. It is in learning how to hear a new voice quickly, understand how that person thinks and speaks, and reproduce it faithfully enough that the writing feels like theirs rather than yours. Every spokesperson has their own rhythm, vocabulary and level of formality, and a good writer learns to pick up those cues.

Knowledge works in much the same way. Over time, a PR writer develops a working fluency across industries, built through briefs, interviews, research and experience.

You may never become a financial adviser, doctor, engineer or automotive expert, but you learn enough to ask the right questions, follow industry shorthand and translate technical information into something a broader audience can understand. It is not expertise in the traditional sense, but something closer to fast, reliable literacy, built one account at a time.

The people side of the job matters just as much. A first-time spokesperson who is nervous about seeing their name attached to an article needs a different approach to a seasoned executive who has done dozens of interviews. Some people give polished answers, while others think aloud and need you to find the story buried in the conversation.

This adaptability matters most when there is pressure and very little runway. A brief lands in a category the team has never worked in before, a new client comes on board with unfamiliar terminology, or a spokesperson needs an article turned around quickly.

What gets the work over the line is not always prior expertise in that sector. It is the ability to get up to speed quickly, identify what matters, understand the person you are writing for and produce something that sounds informed rather than hurried. This is one of the generalist writer’s most useful outputs: speed without sounding rushed.

“Master of none” therefore feels less like a shortcoming in an industry where writers move between clients, sectors, formats and spokespeople every week. In an agency environment, being able to do many things well is often more useful than being exceptional at only one.

The best PR writers are not necessarily the ones who have mastered a single voice or subject. They are the ones who have become very good at listening, learning and adapting, whatever the brief.

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Every agency needs a Swiss Army knife

Lindiwe Mncube, account director at Tribeca PR

PR has become very good at moving fast. A journalist needs comment in 20 minutes, a trend is taking off on TikTok, a client wants a response before the conversation moves on, or a crisis is unfolding and silence is not an option.

When this happens, speed matters. Quick thinking, quick writing and quick approvals can make all the difference when the pressure is on and the window to respond is small. But speed is not the same as strategy.

Over the years, PR has become much more than media relations. Today, agencies work across media, social platforms, owned content, paid campaigns and internal communication. As the work has grown, so have client expectations. Agencies are expected to be available, responsive and ready to act almost immediately.

This is not a bad thing. In many situations, quick action is exactly what clients need. A crisis cannot wait for a long discussion, and a good media opportunity may only be available for a few hours. Clients need partners who can move quickly when it matters.

The problem starts when speed becomes the main way value is measured. When teams are judged mostly on how quickly they respond, there is less time to think properly, ask the right questions and give clients the best advice.

This is especially important in South Africa, where communication is rarely simple. Audiences are diverse, context matters, and issues such as unemployment, inequality, governance, sustainability and social responsibility affect how people see and respond to brands.

This means communication cannot only be reactive. A trending topic might get attention, but does it make sense for the brand to respond or get involved? A newsjacking opportunity might lead to coverage, but does it fit with the company’s values? A fast response might show action, but will it still feel right once the pressure has passed?

These are the questions that separate a quick response from the right response.

AI and automation are also changing the way agencies work. Tasks such as monitoring, reporting, research and some content development can now be done faster with the help of technology. But this does not make human judgement less important. It makes it more important.

The real value of PR professionals lies in knowing how to read the room, understand context, spot risk and help clients make better decisions. Technology can help with the work, but it cannot replace good judgement.

This is why the industry needs more strategic patience. This does not mean moving slowly or overthinking everything. It means knowing when to act quickly and when to pause long enough to think clearly.

Before responding, we should be asking: does this moment matter to the brand? Will this response add value? Are we saying something useful, or are we only responding because there is pressure to say something?

The agencies that will stand out are not only the ones that can move quickly. They are the ones that can move quickly when needed, while still giving clients clear, thoughtful advice.

Being first is not always the win. Sometimes the real advantage comes from knowing when to pause. Clients do not need more noise. They need better communication. And better communication starts with better thinking.

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The best PR advice might be: wait

Tribeca has secured seven new client wins in the first half of 2026, adding Traxtion, ManageEngine, Bonitas, Aware.org, Raizcorp and WesBank to its growing client portfolio. Tribeca has also been appointed to provide strategic communications support to Volvo Cars South Africa, which comes from the agency’s long-standing relationship with Retroviral.

The appointments were secured through a combination of referrals from Tribeca's network and successful competitive pitches across a range of sectors.

"The first half of the year has been busy in all the right ways," says Nicky James, managing director of Tribeca Public Relations. "We've welcomed great new clients and continue to build on relationships that have been years in the making."

The new business momentum comes during a milestone year for the agency. Tribeca celebrated its 20th anniversary in January, marking two decades in business. In April, the agency relocated to new offices in Illovo and, in June, expanded its team with the appointment of four new team members, including two account managers and two interns. Tribeca is also a Level 1 B-BBEE contributor and remains on track to retain its Level 1 status this year.

"What stands out for me is the growth we’ve achieved across both the business and the team," says James. "We’ve secured a number of exciting new client appointments, some through referrals and longstanding relationships, and others through competitive pitches. At the same time, we’ve strengthened our team with talented consultants. This combination is a healthy balance and speaks to both the reputation we've built over time and our ability to compete for new opportunities."

The new client appointments strengthen Tribeca's portfolio across industries, spanning technology, financial services, consumer, healthcare, entrepreneurship, mobility, motoring and professional services.

As the agency enters the second half of the year, it remains focused on delivering work that supports its clients' business objectives and strengthens their reputations.

"Twenty years in business is a milestone we're proud of and an important moment for the agency," adds James. "We have a strong team, great clients and so much to look forward to in the months ahead."

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Tribeca marks 20 years with seven new client wins in first half of 2026

Graduating from university and securing your first job or internship is an exciting milestone. After years of assignments, exams and long nights of studying, stepping into the working world brings a new opportunity to learn, grow and put your qualification into practice. While varsity provides an important academic foundation, the workplace offers lessons that can only truly be learnt through experience.

For many young South Africans, getting this opportunity is significant. The latest Quarterly Labour Force Survey (QLFS) from <a href="https://www.statssa.gov.za/?p=19526">Stats SA</a> revealed that youth remain the hardest hit by unemployment, with those aged 15–24 facing an unemployment rate of 60,9%, followed by those aged 25–34 at 40,6%. For graduates who secure internships or entry-level opportunities, the first few months in the workplace can become an important period of growth and development.

As someone who completed a six-month internship at Tribeca Public Relations and was fortunate enough to be hired afterwards, I quickly realised that some of the most valuable workplace lessons are not always taught in lecture halls.

One of the first things I learnt was the importance of staying informed. At varsity, much of your attention is focused on coursework, assignments and exams. In the workplace, especially in industries such as public relations, staying updated on current affairs and industry developments becomes an important part of the job. Before starting my internship, social media was often my main source of news because information spreads quickly and stories break in real time. However, I soon realised the importance of reading credible news platforms and understanding how events can influence industries, organisations and clients.

I also learnt that communication in the workplace can be different from what many of us are taught at varsity. As a student, I believed emails always had to sound extremely formal and serious. Once I started working, I realised that communication styles vary from one organisation to another. Emails can still be professional while sounding warm, clear and conversational. Learning how an organisation communicates, whether with colleagues or clients, is an important part of settling into a new environment and building professional confidence.

Another valuable lesson was understanding that learning does not stop after graduation. At varsity, much of the focus is placed on studying, completing assignments and passing exams. While academic success is important, the workplace offers an opportunity to build on that foundation in practical and meaningful ways. Every experience becomes a chance to learn something new and develop skills that contribute to your professional growth. One of the most valuable lessons I learnt during my internship was the importance of asking questions and seeking guidance. The workplace is not only about completing tasks, but also about learning from those around you, building confidence and discovering new ways to contribute.

My first six months of working also taught me the value of collaboration and support. At the beginning of my internship, I often wanted to figure everything out independently because I wanted to prove myself. Over time, I realised that asking for help is an important part of learning and growing in a professional environment. Colleagues and managers are often willing to share their knowledge and experiences, so seeking guidance can make the learning process more rewarding. There may be moments when you feel uncertain, but it is important to remember that every professional starts somewhere. Growth comes with experience, curiosity and a willingness to learn from the people around you.

Starting your career can feel like a major adjustment, particularly when you start applying what you learnt at varsity in a professional setting. However, the first six months of working can also be one of the most rewarding periods of personal and professional development. By staying curious, being open to learning and embracing every opportunity to grow, graduates can build confidence and lay a strong foundation for their future careers.

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What university doesn’t teach you about your first job

Nicola Tarr, managing partner

AI-powered search is changing how people find information. We are no longer scrolling through pages of links on Google or searching social media for answers. We are asking AI engines direct questions and receiving summarised responses drawn from multiple sources such as news coverage, expert commentary, reviews and online conversations.

The shift is already measurable. Google’s referral traffic has reportedly declined significantly, with some studies projecting drops of more than <a href="https://searchengineland.com/news-publishers-search-referrals-drop-report-467408">40% over the next three years</a>.

Traditional search is being replaced by AI-assisted search as consumers become more comfortable using AI tools. More importantly, AI search engines favour citing earned, shared and organically created owned content over paid placements. According to a <a href="https://www.gartner.com/en/communications/research/communications-predictions">Gartner study</a>, more than 95% of links cited by AI engines are non-paid mentions and coverage, with 27% originating directly from earned media.

In other words, AI does not prioritise who paid the most. It prioritises what is credible.

AI models mine earned media for third-party validation. They look for authoritative sources, reputable journalism and expert commentary. That makes earned coverage a primary driver of brand discoverability in AI-generated answers. PR is no longer an optional reputation layer; it is becoming a visibility engine.

We’ve seen over the years that marketing budgets have steadily shifted towards digital channels and paid media. It was about measurable clicks and tracking conversions at scale. But in an AI-driven environment where the click itself is losing appeal, the rules change.

Competing for visibility is no longer about buying attention. It is about earning citation.

If your brand is not consistently present in credible media, it is less likely to surface in AI responses. AI engines are constantly scanning and indexing information. Brands that do not maintain sustained, authoritative visibility risk becoming invisible in the very tools consumers rely on for decision-making.

This is why we are seeing renewed focus on thought leadership, executive profiling and scaled organisational spokesperson visibility. Credible journalism matters more than ever. In a world shaped by machine-generated answers, human authority wins AI trust.

At the same time, reputation has become a strategic differentiator. We operate in an environment saturated with misinformation, paid influence and content created for reach rather than relevance. AI systems attempt to filter that noise by favouring sources with established credibility. Brands that have invested in long-term reputation-building are more likely to be cited.

AI has not diminished the value of PR. It has amplified it.

The implications for business leaders are significant. Communications strategies built purely around paid amplification and performance metrics will struggle to deliver the same return in an AI-dominated search landscape. An always-on, earned-first approach is no longer a nice-to-have; it is a strategic necessity.

This means structured thought leadership, consistent media engagement, authoritative commentary and an always-on presence in credible publications. It means treating reputation as the foundation, not a campaign activity.

PR is stepping back into the centre of the communications mix, not because of nostalgia, but because of technology.

In the AI search era, brands will not win by shouting the loudest. They will win by being cited.

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AI-powered search is driving a PR resurgence

Kgothatso Tema, account executive, Tribeca Public Relations

South Africa’s influencer economy has reached a clear tipping point, as creators across Instagram, TikTok and X have started publicly declining trade-exchange deals, sharing screenshots of unpaid briefs and questioning why their work continues to be treated as optional, while brands allocate budget to micro-influencer campaigns.

What initially felt like isolated complaints has quickly evolved into what many are calling an “online strike” and is a moment that is shifting how the industry operates.

At the centre of this shift is the reality that influencer marketing in South Africa is no longer informal, having evolved into a structured part of the marketing ecosystem with clear expectations around performance and return on investment. Global insights from <a href="https://influencermarketinghub.com/influencer-marketing-benchmark-report/">Influencer Marketing Hub</a> show that brands are continuing to increase spend in this space, signalling just how critical influencer marketing has become.

However, compensation models have not evolved at the same pace. Trade exchange deals where influencers are paid in products, experiences or services once played an important role in helping creators enter the industry.

Trade exchange only works when both sides are getting equal value, and right now, brands are running full campaigns on influencer work, while the creator carries most of the cost.

Behind every post is strategy, production, editing, and audience management. Increasingly, influencers are questioning why that level of work is still being compensated with product rather than payment.

This frustration is further amplified by how brands allocate budgets. Many are willing to pay micro-influencers for scale, while offering more established creators’ product instead. From a campaign perspective, this may be driven by reach, but creators argue that the approach overlooks the importance of trust and audience connection. Reach without trust doesn’t convert; creators are not shelves but are brands themselves.

What has accelerated this shift even further is the growing scrutiny from the South African Revenue Service (SARS). As conversations around influencer tax compliance increase, it has become clear that income from influencing including trade exchange can carry tax implications. This means that gifted products, sponsored experiences and unpaid campaigns may still need to be declared as income and, as such, influencers are being asked to pay real money for work they were never actually paid for.

Influencing is no longer viewed as a side hustle, but as a legitimate business with financial and legal responsibilities.

In response, creators are becoming more structured in how they operate. Many are setting clear rates, formalising agreements and being more selective about the partnerships they take on. The focus is shifting towards long-term sustainability rather than short-term exposure.

For brands, this moment presents both a challenge and an opportunity. Influencer marketing is no longer experimental, and the way brands engage with creators needs to reflect that reality. Continuing to rely heavily on trade exchange risks damaging relationships and limiting the quality of collaborations.

On the other hand, brands that adapt by being transparent, fair and intentional stand to build stronger and more credible partnerships.

South African influencers are not rejecting collaboration. They are pushing back against a system that no longer reflects the value they bring, especially in an environment where regulators already recognise their work as economic activity.

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Why South African influencers are moving away from trade exchange deals

Tribeca has hit the ground running this year, picking up a series of accolades that reflect its local impact and growing presence across Africa.

The agency has been named among the <a href="https://www.linkedin.com/posts/africa-global-pr-week_africa-top-30-independent-pr-agencies-activity-7427651093230411776-Oytu/">Top 30 PR Agencies in Africa</a> by Africa PR Week. At home, Tribeca also ranked <a href="https://townpress.co.za/1200-clients-name-the-best-pr-agencies-in-south-africa-the-firms-winning-in-2026/">third Best PR Agency in South Africa</a> in the Town Press and Egoliprospects survey.

On the awards front, the team was shortlisted in three categories at the <a href="https://www.provokemedia.com/events-awards/sabre-awards/sabre-awards-africa/2026-sabre-awards-africa-winners">Sabre Awards Africa</a>, taking home a gold win for financial services client glu in the employee communications category.

This year also marks 20 years of Tribeca, two decades in, and the agency has built a reputation that stretches well beyond South Africa.

Nicky James, co-founder and managing director, says the agency’s approach remains grounded in delivering results for their clients rather than chasing accolades:

“We don’t do the work to win awards. We focus on developing a solid strategy, executing it effectively and delivering measurable results for our clients. Awards are a welcome recognition of this work, and we enter once we know we’ve achieved something we and our clients are proud of.”

With a solid start to the year and a milestone anniversary to celebrate, Tribeca continues to hold its own on the global stage while staying focused on what matters day to day.

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Tribeca starts the year strong with early industry recognition

Every agency knows the email. A brand reaches out asking for a proposal and a budget, and within hours teams are pulling together ideas, strategies and plans in the hope of winning the work.

Often this first contact comes without a meeting or even a request for one. There is limited context, no real sense of chemistry and little clarity around budget. Just a request to submit a proposal.

Agencies respond because this is what we do. We are wired to solve problems and show up with ideas. Every opportunity matters and we are grateful to be considered. At the same time, this approach can create challenges for both sides.

Preparing a thoughtful proposal takes time and focus. When agencies invest this effort without a prior discussion, there is always the risk that the thinking misses the mark simply because the brief lacked context. Sometimes the response is that there is no budget or the fit is not right.

In many cases it becomes a numbers exercise. Brands approach several agencies at once and wait to see what comes back. This raises a simple question. How can either side properly assess fit without first having a conversation?

Without understanding the real business challenge, internal expectations or commercial parameters, agencies are left to make assumptions. That does not always lead to the best outcome.

There are two areas worth reconsidering. The first is the value of strategic thinking. Campaign ideas and direction are not administrative tasks. They are the core service agencies provide. When detailed proposals are requested before a relationship has begun, it can blur the boundaries of what a pitch should reasonably involve.

The second is people. Many agencies offer similar services. What often determines success is the relationship between the agency team and the client team. Trust, working style and shared expectations are difficult to evaluate through documents alone.

For brands looking to appoint an agency, a simple shift could make a difference. Meet first. Allow space for questions. Share context and budget guidance early. Decide whether there is alignment before requesting detailed proposals.

Feedback should also be part of the process. Agencies value knowing where they fell short. Was the issue budget, chemistry or strategic direction? That kind of insight helps agencies learn and improve how they respond in future.

Our agency was recently invited to meet with a brand in person. The only request was to prepare a few slides on work we were proud of. There was no expectation of a full strategy or campaign before we had even met. Instead, we sat down face-to-face and had a genuine conversation about what they were looking for and whether we were the right agency to provide it.

So, is the brief dead? Not at all. A clear brief still has value. What needs refinement is how it is introduced.&nbsp;Starting with a conversation creates a stronger foundation. It allows proposals to be more focused, more realistic and more aligned to real needs. Agency selection works best when it is built on dialogue, clarity and mutual respect rather than volume alone.

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The agency pitch problem no one talks about

By S’phindile Kabwe Garcer

I’ve spent a portion of my PR career chasing the “blue link” – that coveted top position on a Google search page that agencies have promised clients for years. Entire strategies were built around keywords, backlink strategies and click-through rates. Visibility meant success, and success meant appearing first in search results. But recently I’ve had to acknowledge that the ground beneath it is shifting.

In 2026, the concept of “search” as we know it is changing rapidly. People are no longer clicking through multiple websites to piece together an answer. Instead, they ask AI and expect the response to be correct the first time. Whether the question is asked through ChatGPT, Gemini, Copilot or another specialised assistant, the digital scavenger hunt is largely over.

For those of us working in PR, this creates a new responsibility. We must think carefully about how information about our clients feeds into the systems that generate those answers. The conversation is shifting from SEO (Search Engine Optimisation) to GEO (Generative Engine Optimisation). Instead of simply being discoverable, brands now need to be recognised as credible sources of information.

While the terminology sounds technical, the implications are deeply human. In the traditional search environment, links functioned as signals of credibility. The more links pointing to a site, the stronger its perceived authority. In the emerging GEO landscape, citations and trusted references carry greater weight.

When someone asks an AI system, “Which South African company is leading the charge in ethical finance?”, the system does not simply identify who has used the word “ethical” the most. Instead, it looks for credible signals. Which companies have been quoted in respected publications? Whose data is referenced by financial media? Which organisations maintain a consistent voice across reputable platforms? AI is not simply locating a website. It is identifying the most authoritative source.

This shift changes the way brands and PR teams measure impact. The familiar question – “How much coverage did we get this month?” – becomes less meaningful in an environment where AI systems filter out noise.

For clients, this means moving beyond vanity metrics. Large volumes of lower-tier coverage no longer carry the influence they once did. Remaining visible requires investing in genuine thought leadership and credible insights. Brands need to position themselves as trusted sources of knowledge so that when AI summarises an industry, their voice forms part of the answer.

For consultants, the role is evolving from distributor to strategic curator. Our responsibility is no longer simply placing stories. We are helping shape a digital footprint that builds authority over time through research, credible media relationships and meaningful insight.

Remaining relevant in this environment requires focusing on authenticity and substance. Unique data helps organisations become primary sources when journalists cite their research. Stories rooted in real experiences resonate more strongly than generic corporate language. Quality coverage in respected publications now contributes more to credibility than large volumes of low-value mentions.

This transition may feel uncomfortable because it reduces the emphasis on metrics such as clicks and impressions. Yet it strengthens the core purpose of PR: building credibility and trust. The challenge now is not trying to outsmart algorithms. It is teaching AI why our clients matter. Because in a world where machines deliver the first answer, if AI does not recognise your brand, many people may never encounter it at all.

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The future of PR means “teaching” the machine

Tribeca Public Relations has welcomed two new team members as part of its focus on strengthening client service and building on its people-first culture. Boitumelo Mogano has been appointed as an account manager, and Keneiloe Serongoane joins the agency as an account director.

Mogano says she was drawn to Tribeca’s reputation for its people-first culture and award-winning work. “I was particularly excited by the opportunity to work in an environment that values creativity with a genuinely people-centric approach,” she says. She’s settling into her role by getting to know her clients and working closely with her team to produce thoughtful, effective PR work.

With over a decade of experience, Serongoane describes joining Tribeca as a deliberate career move. “Tribeca felt like the top-tier place where I could continue building my career,” she says. “Its people-first everything and real commitment to work-life balance stood out for me, especially as a single mother of two.”

In her new role, Serongoane is focused on supporting her clients with clear, results-driven PR, while also playing a hands-on role in developing the agency’s junior talent.. “For me, success is doing excellent work while honouring life outside the office. That balance creates stronger teams and better results for clients,” she adds.

Managing director Nicky James says the appointments are part of Tribeca’s drive to build strong, capable teams. “Our clients’ needs are always changing, so it’s important that we bring in team members who offer both solid experience and a fresh point of view. Boitumelo and Keneiloe each bring different strengths, and we’re looking forward to seeing the mark they’ll make on our work and our team.”

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Two experienced communicators join Tribeca’s growing team

Tshegofatso Lebethe, account director

I was scrolling through LinkedIn the other day when I came across a screengrab of a print article. It ended with this line: “If you want, I can write an even snappier front-page version with punchy one-line stats and a bold infographic-ready layout perfect for maximum reader impact. Do you want me to do that next?” We all know what that means, right? Yes, our dear friend ChatGPT was in the building.

To be honest, I didn’t set out to write another AI piece. But it felt like the responsible thing to do. Everywhere you look someone is predicting that AI will save us, replace us or swallow us whole. In the communications world the conversation is even louder. Every second headline promises to automate media relations, “reimagine” brand storytelling or churn out press releases faster than you can say “draft for review.”

But when I sat down to gather my thoughts something unexpected happened. I started thinking about the good old days. Not out of nostalgia or resistance to change. AI is clever. It’s fast, efficient and when used well it frees us up to focus on the parts of our jobs that really matter. I also realised I didn’t want to write another “AI will change everything” narrative. I wanted to talk about what AI can’t change, no matter how powerful it becomes. So instead of writing about algorithms and automation I’m using this moment to revisit what makes PR well PR.

There was a time when media lists weren’t downloadable. You built them by knowing people not exporting them. You earned coverage through relationships not keywords. You pitched with a phone call you rehearsed three times not a well-timed mailer with flawless metadata. Those days taught us things no model, no matter how advanced, can replicate:

Instinct: That quiet feeling that something will land even if the data says maybe not. 
Timing: Not the “optimal posting hour” but the human kind. The sense of when to push, pause or pick up the phone. 
Story sense: The skill of peeling back corporate language to find the idea worth telling. 
Relationships: Not “contacts” but people. Who’s on deadline, who hates PDFs, who still wants to receive a desk drop and who secretly loves a quirky angle.

But let’s be honest. The ‘good old days’ were not always good. We romanticise them but we forget the media lists living on Excel sheets that crashed at the worst moment, the press drops that required Olympic-level logistics and the late-night media monitoring sessions where you found yourself manually opening 17 tabs at 2am. AI frees us from that. And it should. The craft evolved because it had to. That’s progress.

So where does this leave us? Somewhere between nostalgia and innovation. AI isn’t here to replace the heart of PR. I believe it’s here to return us to it. To give us back the time to understand people, tell great stories and build trust. The parts that still matter and always will.

PR has never just been about outputs, metrics or mentions. It has always been about people, understanding them, listening to them, earning their trust and telling stories that matter. If AI helps us do more of that then perhaps the future of PR looks a lot like the past. Just with fewer Excel crashes and slightly better Wi-Fi.

So yes as I wrote this I left font, punctuation and spelling mistakes. Did I leave grammar errors too? Absolutley. Because I wanted to remind you briefly of the small imperfactions that remind us there’s still a human on the other side even when technology exists to try to perfect everything.

And with that said if you like the approach in this article I can tighten it, make it more playful, more corporate or push it toward industry insight and stats. Would you like me to do that next?

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AI won’t kill PR. But it might send us back to where we started

Tribeca had a standout night at the 2025 PRISA PRISM Awards in Johannesburg, walking away with five gold awards – the most golds awarded to any agency on the night, and the highest number Tribeca has ever received at a single PRISM Awards event.

The work recognised spans internal communication, B2B engagement, education and NGO advocacy, highlighting the agency’s ability to deliver strong results across a range of sectors and audiences.

“This kind of recognition means so much to us,” says Nicky James, co-founder and managing director of Tribeca. “We’re proud of the work we do and the relationships we have with our clients, it’s so rewarding to see this work being celebrated by our industry and peers.”

Tribeca’s 2025 PRISM Award wins include:

Gold awards

<ul>
	<li>Internal Stakeholder Engagement &amp; Communication: glu</li>
	<li>The Human Factor: glu</li>
	<li>B2B Products and Services: glu</li>
	<li>B2B Education &amp; Training: OceanX</li>
	<li>NGO: OceanX</li>
</ul>

Silver award

<ul>
	<li>Agriculture, Fishing &amp; Forestry: OceanX</li>
</ul>

Bronze award

<ul>
	<li>Food &amp; Beverage: Coca-Cola Wozzaah</li>
	<li>Launch of a New Product: Coca-Cola Wozzaah</li>
	<li>International Campaign: OceanX</li>
</ul>

“I’ll never forget the first PRISM Awards we entered – it was 2007, and it was for the launch of Virgin Money in South Africa. We submitted just one entry and won. Standing on that stage for the first time felt huge. Now, almost 20 years later, seeing our team’s work recognised across so many clients and categories is incredibly special. It’s a reminder of how far we’ve come, and how lucky we are to do what we love, with clients and colleagues we really care about.”

Since that first win, Tribeca has grown into an agency recognised across many sectors from technology and education to sustainability and consumer brands. This year’s PRISM results speak to the strength of our client relationships, the thinking behind the work and the care our team puts into everything they do. After earlier wins at the PRCA Platinum Awards, The Mark Awards and the SABRE Awards Africa, it’s a fitting finale to a year of work we’re proud to have seen recognised on several respected platforms both locally and internationally.

“These wins make this year’s PRISMs one to remember. It’s a proud moment for our team and a reflection of the standard we set for ourselves: to do great work, with good people, for clients who value the power of communication. Congratulations to all the winners,” she says.

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Tribeca sets new gold standard at the 2025 PRISA PRISM Awards

Tribeca Public Relations (Tribeca) has been recognised on the global stage at the annual PRCA Platinum Awards, winning the Diversity, Equity and Inclusion category for its work on the Epson Champions Education campaign, and receiving a highly commended certificate in the “Event / Launch of the Year category for the launch of Coca-Cola Wozzaah – the first Coke created in Africa, for Africa.

The Epson Champions Education campaign demonstrated how access to education and technology can open doors. By providing under-resourced schools with printers, projectors, visualisers and training, Epson helped transform classrooms, improve literacy and empower educators and learners.

“This campaign set out to celebrate diversity and inclusion in education. Being recognised for this is rewarding for both us and our client,” says Nicky James, co-founder and managing director at Tribeca.

The Coca-Cola Wozzaah launch earned a highly commended certificate for its cultural relevance and creativity. The campaign tapped into youth culture with music, fashion and digital experiences that celebrated self-expression and local pride. By positioning Wozzaah as more than just a drink - but a cultural statement - the campaign resonated strongly with younger audiences and drove excitement across the continent.

“These awards aren’t just about a trophy, they’re about proving that South African ideas hold their own anywhere in the world, and South Africa really showed up this year,” she says.

The PRCA Platinum Awards celebrate some of the most effective communications campaigns worldwide, recognising work that makes a measurable difference.

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Epson and Coca-Cola campaigns earn Tribeca honours at the PRCA Platinum Awards

Nicola Tarr, managing partner

In both personal and professional growth, there’s a powerful notion that stands out: fail forward. It’s a concept I preach, because I’ve seen firsthand the incredible benefits it offers. Rather than seeing failure as a setback, fail forward redefines it as an opportunity for learning and growth.

I’m where I am today because I’ve never been afraid to try something new, to step out of my comfort zone and pursue unfamiliar paths, knowing that it’s the right direction even if the outcome is uncertain.

I’ve failed more than once through this journey, but each failure has offered an incredible lesson, allowing me to analyse, tweak and improve. And with every failure, I’ve become better; my clients have seen the benefits and, as a result, my company has thrived.

With so much change and uncertainty around us, the need to fail forward has never been more critical. If you want to stay relevant, stand above the crowd, or push the boundaries of what’s possible, you have to try new things. You must embrace the unknown, because it’s in these moments of experimentation and (cautious) risk-taking that true growth happens.

That being said, it takes bravery to embrace this mindset, and the key is to surround yourself with people who create space for you to fail, learn and grow. In a supportive environment, failure is not something to be feared, but something to be celebrated for the lessons it brings.

When you’re surrounded by those who allow you the freedom to try, experiment, fail and rise again, not leaping would be a missed opportunity. Growth doesn’t come from playing it safe; it comes from pushing boundaries, making mistakes and learning what works and what doesn’t.

In times of constant change, those who refuse to stand still, who embrace the challenge of failure, are the ones who rise above. If you want to keep evolving, staying relevant and continue to move forward, you have to be willing to fail, because, in the end, failing forward is the secret to becoming better, stronger and more resilient.

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Failing forward: The secret to success

Davina Malan, managing partner

In public relations, it’s easy to think that success is measured by meeting the business needs of our clients, but the truth is that, in PR, the strongest currency is trust, built through effective client relationship management.

With more than 20 years in the industry, I’ve learned that keeping your client relationships at the centre of your business strategy drives long-term success. &nbsp;Here is my advice on how to build loyalty and keep clients with you for the long term.

PR is about people 

PR is a people business. Media, influencers and stakeholders all play a role, but it’s the relationships that we have with our clients that determine long term success. Good client relationships need to be treated as a strategic function within an agency.&nbsp;

Know your client’s business 

Clients don’t just want coverage; they want to know that their team understands the real challenges and opportunities impacting their business. Good client relationship managers understand their clients’ industries and can act as reliable advisors, which builds confidence and trust.

Communicate, don’t disappear 

In every relationship, communication is key and PR is no different. For senior consultants, don’t promise your clients that you will be around supporting the team in the background. Demonstrate that you’re available by communicating on a regular basis and touch base with your client on the health of the account and progress of the team.

Don’t be a ‘yes’ person 

Strong client relationship management means knowing when to push back and say no. We serve the best interests of our clients, so when they bring us an idea that won’t offer value to their brand, we propose solutions and provide alternatives using our experience and insight.

Retention over acquisition 

We all love the thrill and excitement of winning new business, but retention is where the profitability is. Keeping existing clients happy should be at the core of your business strategy. A happy client will go on winning you new business through upselling and cross-selling opportunities.

Face time matters 

Virtual meetings have taken over much of the human interaction we have with our clients. Make sure that you are prioritising regular face time, whether it’s an in-person meeting, coffee date or a lunch, because maintaining that human connection is key.&nbsp; Personal interaction builds trust and deepens relationships.&nbsp;

Happy teams = happy clients 

A happy team means that you will have a happy client, too. When you prioritise your team’s work-life balance, they will bring the energy, focus and creativity to every client engagement. Clients can feel that positivity, and if your teams are consistently bringing their A-game, your clients will notice and the relationship will thrive.

At Tribeca, we’ve seen first hand how powerful strong relationships can be. Our longest standing client has partnered with us since Tribeca opened its doors in 2006. This kind of client loyalty doesn’t happen by chance, but is built on trust, consistency and happiness of the team. By putting our people first, we have created a culture where happy teams deliver their best work, and happy clients stay for the long haul.

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Why client relationship management is the true currency of PR

Tribeca has welcomed Lungile Mthembu as an account manager and Lindiwe Mncube as an account director, who both bring a unique set of skills to support their teams.

Mthembu brings five years’ experience in content development, influencer marketing, crisis management, media relations and strategic communications. While her passion lies in B2B communication, she is also expanding her expertise in the B2C space. At Tribeca, she will support a range of clients including the Innovative Pharmaceutical Association of South Africa (IPASA), GirlCode, Minor Hotels, the International Firearm Training Academy (ITA), Cathay Pacific and Saab Grintek Defence.

“Joining the Tribeca team is a great new challenge for me and I can already feel that this part of my journey will be filled with growth and discovery. The agency is well-respected in the industry, not just for their great work, but for how they treat their people,” Mthembu says.

Mncube brings over 10 years of experience in a career honed primarily in the telecommunications, consumer and lifestyle sectors. She will lead a team, working with clients such as Yulife, Rectron, LEGO, as well as exciting new business on the horizon in the consumer financial services industry.

“Tribeca’s client mix and unique approach to the evolving public relations environment presented an attractive opportunity to grow as a well-rounded leader. The warm environment and deeply engrained people-first ethos is instantly recognisable in the company’s culture, which means a lot to me, raising a young family,” Mncube says.

Kelly Mossop, business unit director at Tribeca, says that both bring valuable experience and fresh perspectives that will enrich their teams, strengthen client relationships and contribute positively to the agency as a whole.

“Lindi and Lungi bring a great mix of professional know-how and personal energy. They’ll play an important role in shaping our work and our culture. Their arrival reflects the exciting growth journey we’re on as an agency and we’re excited they’ve joined us,” she says.

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Tribeca welcomes Lungile Mthembu and Lindiwe Mncube to the agency

Written by Kgotsofalang Mashilo

Corporate Social Responsibility (CSR) often plays it safe with the standard photo op: the familiar “we did our part” money handover, executives smiling for the camera as they donate funds to a community project. It looks good in the annual report and on social media, but does it really move people? More importantly, does it achieve the real objective of building lasting goodwill? In most cases, no. Not on its own.

Today, the public wants more than a monetary gesture. They want to see the people impacted, the story behind the donation. They look for authenticity and, above all, sustained commitment. In an age where attention is scarce, time and trust are the real currency.

This is where PR can help CSR go beyond the monetary donation by uncovering the human-centred stories of real change. But here’s the catch: even the most creative campaign will fall flat if people don’t believe it. Belief rests on trust. And trust can’t be claimed, it has to be earned.

Trust. I’ve used the word three times for a reason. It represents the three major CSR missteps that shook five global brands in the past decade. Each shows how quickly public sentiment can sink or strengthen a bottom line. And like in Survivor, when trust is broken, the tribe speaks and your light goes out.

Three brands, one common thread: the loss of trust

<ul>
	<li>In 2015, Volkswagen marketed its diesel cars as eco-friendly but was exposed for cheating emissions tests. The fallout was severe: more than $30 billion in fines and a 30% plunge in its share price.</li>
	<li>In 2010, Nestlé pledged zero deforestation by 2020. Reports soon showed the target had been missed, sparking accusations of greenwashing.</li>
	<li>In 2017, Pepsi aired an advert meant to align with youth protest movements. It was widely criticised for trivialising real social issues and quickly pulled.</li>
</ul>

All three set out to demonstrate responsibility, but each failed. Not because the stories were poorly told, but because the action behind them lacked credibility.

Outlasting the vote

The role of PR here is not just storytelling, it’s trust-building. Trust is the only immunity that lasts.

This shift allows communicators to help clients build programmes that genuinely change lives, then tell those stories with honesty, transparency and heart. Done well, this connects audiences to real change and holds brands accountable for their claims.

A few questions worth asking from the start:

<ul>
	<li>Are we making a real impact or just handing over the money?</li>
	<li>Are our words backed by measurable action?</li>
	<li>Would our beneficiaries tell the same story we tell about ourselves?</li>
</ul>

This is how PR can turn CSR from a once-off gesture into a platform for ongoing engagement, dialogue and credibility.

So, next time you’re working on a CSR campaign, remember: great PR isn’t about the clickbait headline. It’s about helping organisations do the work first and then telling the story authentically.

And as every Survivor fan knows, when trust is lost, the tribe will speak and your torch will be snuffed out.

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PR can turn CSR into more than a photo opportunity

By Mamahlatse Marokane

Let's be honest, if you work in PR, chances are someone’s probably asked if you think ChatGPT or artificial intelligence (AI) is coming for your job. And if they haven't yet, they probably will. It's not an unreasonable question. AI can research. It can write. It can summarise. It can even generate media lists and pull sentiment data in seconds. In short, it does a lot of what we do, just faster.

So does this mean it's ready to replace communications professionals? Short answer: no. Long answer? Here are seven reasons why your PR job is still safe, for now.

1. AI doesn't read the room

AI may be able to draft an apology statement, but it lacks the human ability to gauge public reception. It can't sense the tension in a stakeholder call or interpret the silence in a virtual meeting. PR is fundamentally about understanding people. If you can't read the room, you can't lead the narrative. This is a skill that AI can't replicate.

2. Relationships still matter

Understanding that some journalists prefer WhatsApp over email, or that your client gets anxious if you don’t send a detailed brief, these are the nuances that matter in PR. Genuine relationships are the cornerstone of effective PR. AI can't build or maintain trust. It can't be remembered for showing up at a launch and smoothing over a tricky media situation. This is where your human touch is irreplaceable, making your role in PR even more vital.

3. Ethics aren't programmable

Some briefs are clean-cut. Some aren’t at all. Think: retrenchments, scandals, political issues. The response isn't always about facts; it's about values, nuance and timing. AI won't know when to say, "This doesn't feel right." You will. This kind of judgment still requires a human brain (and heart).

4. Sometimes AI still makes things up

Let's call it what it is: hallucination. Sometimes AI simply invents. That's fine when you're writing fiction, not when you're defending a client's reputation or quoting sensitive data. If precision is the foundation of your message, you can't rely on an untrustworthy source.

5. PR rarely goes according to plan

Launch postponed? CEO changes the quote last minute? Media pulls out on the morning of the event? Welcome to PR. You know how to stay calm and make a plan. AI doesn't know what to do when things go off-script because it doesn't live in the real world. You do.

6. People still want people

Public relations’ success still relies on human traits such as trust, creativity and compassion. It's not about what AI can do; it's about what humans should continue to do. Think: crisis response, advocacy and building trust. These can't be fully automated.

7. Use AI, don't fear it

AI isn't useless; it's a great assistant. It can help you research, write faster, review coverage and generate ideas. But you're still in charge of the message, the timing and the impact. If anything, it gives you more time to focus on the parts of the job AI can't.

AI is changing how we work, but it's not replacing the aspects of PR that matter most: building trust, making tough decisions, and understanding people. That still takes a human. So yes, use the tools. Automate the admin. Just don't underestimate the value of your judgment. It remains the most powerful tool in your toolkit.

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Seven reasons AI won't take your PR job (yet…)

Nicky James, managing director, Tribeca Public Relations

South Africa isn’t one audience with the same tastes and tick boxes, but millions of people with different ways of talking, living and seeing the world. We have 11 official languages, dozens of cultures and a history that still shapes the way we see each other today.

If you’re hoping to win people over, you can forget a copy-paste approach. Simply swapping ‘color’ for ‘colour’ doesn’t work here. You need to listen, adapt and share your story in ways that feel familiar, whether that’s landing your message on a local podcast, working with trusted community voices or showing up in the neighbourhoods where conversations actually happen.

And let’s not forget that our population is young – the youngest in the world, in fact. We’re scrolling Instagram and TikTok all day, chatting with our kids and each other on Snapchat but we’re also showing up for family braais or hanging out wherever there’s Wi-Fi and good company. We’re urban and rural, high-tech and word-of-mouth all at the same time.

What does this mean for brands? It means you have to do more than plaster a clever slogan onto a billboard or send out a localised release and hope for the best. Tailor your messages for local media and build genuine relationships with journalists and influencers who understand their communities and speak in ways that make sense here. Make sure you can back up your words with action on the ground, in our languages and in our neighbourhoods – the places where people gather and talk. You need to understand that what works in Sandton might flop in Soweto.

Take Coca-Cola’s “Share a Coke” campaign. The first time we saw it here was in 2014, and it was a hit. Why? Because they didn’t just stick with the standard global names, but instead learned our nicknames and local quirks that made us smile. Now in 2025 they’ve taken it up a notch. They’ve combed through name registries, tapped into social media slang and asked locals what really matters. They’re not just slapping out a campaign either, but supporting it with localised PR, pop-up activations, community partnerships and stories that feel personal. Over 300 names plus pop-ups where you can customise your own can? Love it.

When you see your name or, even better, your nickname on a can of Coke, it’s more than just a drink. It’s a small moment of feeling recognised in a way that feels truly South African. Too many brands still talk at people, but the ones that stick find ways to show they understand our slang, our sense of humour and the little things that make us feel like we belong.

There are many other brands also getting it right here. SPAR, for example sponsors netball tournaments, fun runs and community events in places where big-brand billboards don’t even bother to go. They’re having real conversations with local media, community groups and customers, and chatting to your aunty while she’s handing out oranges at the finish line. That kind of community presence backed by authentic PR sticks with people long after the race is done.

And while SPAR may not be my go-to grocery store, because well, Checkers… they’re the one I look for when we pass through small towns because they’ve been part of those main streets for generations. They just get what it means to show up where people really live.

So, what’s the secret? It’s not rocket science. Listen more than you talk. Trust your local comms partners. Build real relationships with journalists. Use words people actually use, not marketing jargon. Partner with people locals already trust, whether it’s a community radio DJ, a high school soccer coach or a micro-influencer next door.

Tuning into the local heartbeat shouldn’t be an afterthought, but should sit at the heart of your strategy. When brands stop treating us like a cut-and-paste market and invest in PR that feels local, people notice and they remember.

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Want to win South Africans over? Start by listening

In the spirit of Youth Month and Tribeca’s ongoing commitment to growing the next generation of communications professionals, the agency has welcomed two new interns, Khutso Uoane and Ofentse Motau, to its team.

Khutso and Ofentse joined Tribeca’s internship programme and bring fresh energy, a love for storytelling and a keen curiosity that is bound to set their careers off to a great start.

“I’ve always believed that great PR professionals are grown, not born and that starts with creating spaces for young talent to learn and thrive,” says Kelly Mossop, business unit director at Tribeca. “Both Ofentse and Khutso bring unique perspectives, passion and loads of potential to the team, and we’re thrilled to play a role in their career journeys.”

For Khutso, it was a chance encounter with a PR textbook that changed the course of her studies. “I was meant to be studying HR, but something wasn’t clicking. When I stumbled across a textbook titled ‘Public Relations’, I saw a table full of microphones on the cover and something just lit up inside me,” she says. “PR didn’t just find me. It chose me.”

Ofentse’s path to PR started with a curiosity about how brands exist and grow. Along with his side hustle as a promoter, this led to unexpected lessons in marketing and human connection. “Being a mascot at the Mall of Africa taught me how much joy you can bring to others even when people don’t know who’s behind the mask. I knew then that I wanted to be part of something bigger.”

Tribeca’s internship programme is an ongoing commitment to bringing fresh talent into the public relations industry and giving graduates a real chance to learn by doing.

“Interns at Tribeca don’t just observe from the sidelines. They’re immersed in client work, mentored by experienced teams and are given space to develop their skills in a supportive yet fast-paced environment,” says Mossop.

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