South Africa's PR industry operates in a world where trust is increasingly fragile, misinformation can spread faster than the truth, and the value of credible communications is under real pressure. The role of our industry has never been more critical.
South Africa’s communications professionals sit at the intersection of business, government, and society. They help brands build and maintain trust, shape the stories that inform public understanding, and hold themselves accountable to ethical practice in a space where the stakes are high.
Despite this importance, the structures that support and professionalise the field often need strengthening. Industry bodies like the Public Relations Institute of Southern Africa (PRISA) play a vital role in this work, and agencies cannot afford to sit on the sidelines.
PRISA has served as the home of the communications profession in Southern Africa for decades. This is not about legacy for its own sake, but about real, present-day relevance.
Today, PRISA’s work is essential in addressing some of the biggest challenges facing the industry. Its commitment to ethics is crucial in an age of disinformation, AI-generated content, and declining media trust.
The PRISA code of ethics is not just a symbolic document, but a practical framework for navigating complex client demands, public scrutiny, and the responsibility to the truth.
“Ethics is not negotiable,” says Bradly Howland, CEO of Alkemi and President of PRISA. “Our industry is under the microscope in ways it has never been before. We must be able to show clients and the public that we hold ourselves to real standards. Without that, our credibility collapses.”
Education and professionalisation are equally important. The sector faces a serious skills challenge, and PRISA’s role in accrediting programmes, supporting continuing professional development, and promoting professional standards directly improves the quality of work agencies and practitioners deliver. Transformation remains a core priority as well. A diverse, inclusive industry is not only fairer but smarter, better able to serve a country as varied and complex as South Africa.
When Howland accepted the role of PRISA President in June, it was with the conviction that the industry cannot keep doing things the same way.
“We have to be more professional, more accountable, and more relevant to business and society,” he says. “That means updating what PRISA offers, making sure it is financially sustainable, and building real value for members while advocating for standards that protect our industry’s reputation.”
“This is not work any one person or organisation can do alone. It needs buy-in from the entire industry, and especially from agencies that help set the tone for how we practice. At Alkemi, the commitment to this work is deliberate and active,” Howland adds.
He explains that supporting the industry is smart business.
“We invest time mentoring the next generation of practitioners because we want a strong talent pipeline. We have worked to revitalise the PRISMS because our industry needs a credible, aspirational showcase of excellence. We also believe in using our own platform to drive conversations about ethical practice and the evolving role of communications.”
Howland adds that this is not charity, but strategic thinking. “If the industry is healthier, we are all better off. Clients see more value in our work, talent stays in the sector, and standards rise across the board.”
“If you work in an agency, run one, or call yourself a professional in this field, the challenge is clear. Get involved. Support the work of your respective professional bodies. Offer your expertise. Help hold our industry to higher standards,” he says.
“We often tell clients we are their strategic partners. We need to be strategic partners in shaping the future of our own industry too. If we do not do it, someone else will - and we may not like where it ends up,” says Howland.
