This year’s event wasn't just a celebration, it was a powerful statement about the maturity, purpose, and people driving Africa’s communication industry. 

Held at the Radisson Blu Hotel and the stunning Galleria in Sandton, the theme, “The Human Factor, Africa’s G20 Moment,” really hit home. It shifted the focus squarely onto people, purpose, and progress, affirming that our work as communicators is about so much more than just a great headline. 

As Bradly Howland, President of PRISA, put it: “The 2025 PRISMS marked a shift from celebration to purpose. This year, we witnessed how communicators are not just storytellers but shapers of economies, policy, and social consciousness.” 

And boy, did the winners and attendees prove that point! 

Raising the bar for African Communications 

The Summit brought together senior leaders, academics, and practitioners from across the continent to dive deep into topics that matter. We’re talking about AI governance, rebuilding media trust, agency accountability, and the essential professionalisation of PR. It was a space where Africa’s future-focused communications were defined, not just discussed. 

With speakers representing Brand South Africa, Ogilvy, Edelman, MultiChoice, and a brilliant line-up from Kenya, Nigeria, Zambia, and beyond, the message was clear: Africa's communicators are leading the global conversation. 

Honouring the best of the best  

The PRISMS Awards night was a testament to the incredible talent right here in Southern Africa. 

The coveted Grand Prix Agency of the Year title went to Magna Carta Reputation Management Consultants for a year of truly impactful, results-driven campaigns. They also took home the award for Best Mid-Sized Agency, while Flow Communications won Best Large Agency and Friday Street Club clinched Best Small Agency. What a stellar line-up showing the breadth of talent across the industry! 

Campaign of the Year: Redefining Responsible Storytelling 

The biggest buzz of the night was around the Campaign of the Year winner: “Niggies” by MultiChoice. This hauntingly powerful true-crime series didn't just grab attention; it redefined responsible storytelling. 

The campaign achieved phenomenal results and over 400 media features and a massive 1340% surge in Google search activity, all while maintaining a crucial, victim-centred narrative. It’s proof that powerful, purpose-driven work is the ultimate benchmark for our industry. 

Celebrating the people who lead the way 

It wouldn’t be the PRISMS without honouring the legends and the rising stars. 

The Lifetime Achievement Award was presented to the esteemed Professor Dalien Rene Benecke from the University of Johannesburg, whose career has been a masterclass in advancing PR education and ethics. 

We also celebrated a new generation of leaders, with Ailly Hangula-Paulino and Gert Jacobus Klopper receiving Fellowship Awards. And a massive shout-out to the recipients of the Presidential Awards: Tshepo Sefothleo, Ntokozo Ndlovu, Clayson Monyela, and mary gearing, for their exemplary service and leadership. 

The future is now: PRISA Young Voices Programme 

The energy from the PRISA Young Voices Programme, proudly brought to you by Nedbank, was infectious! These rising communicators including Ashla Mogane, Philani Mokoena, and Rethabile Molehe (who also won Best Public Relations Student of the Year!) - brought fresh perspectives and a beautiful blend of integrity and imagination to the Summit. 

Nurturing this talent is crucial, and it confirms that the next generation is ready to confidently lead Africa’s communication story forward. 

What’s next for African PR? 

The 2025 PRISMS was more than just a successful event; it was a strong sign of a maturing, accountable, and collaborative industry. 

“From artificial intelligence to advocacy, what emerged was a shared understanding: our profession holds the power to rebuild trust, foster inclusion, and lead Southern Africa’s next chapter of growth,” said Howland. 

We at Alkemi Collective are proud to have been a partner in this landmark event, and we extend a massive thank you to all the partners and sponsors who made it possible, including Johannesburg Tourism, Brand South Africa, Nedbank, and many more. 

The call to action is clear: unity and professionalism are the cornerstones of positioning our region as a vital voice in the global communications community. 

Congratulations to every winner and nominee! Let's keep making the African communications story a world-class success.