1. What inspired you to pursue a career in PR, and how did you get started?
When I started university, I wasn’t sure what career I wanted to pursue. I chose Communications with Business Management because I felt that it would give me the chance to explore different options. After finishing my honours degree, I landed a PR internship. That opportunity set me on the path to a rewarding career in public relations and communications.
2. Over 15 years in the industry, what key lessons have shaped your approach to PR?
- Listening is just as important as speaking. You don’t need to be the loudest voice in the room to have impact. Listening to understand and gain perspective is often far more powerful.
- Question everything. Ask why it matters and who will care; this kind of critical thinking is essential for any PR practitioner.
- Transparency and ethics are non-negotiable. If either is compromised, be willing to walk away.
- Own your mistakes – they are part of growth and credibility.
- And finally, never expect others to do something you are not willing to do yourself. Leadership is built on example, not instruction.
3. How do you balance creativity and strategy when helping brands tell their stories?
Start with clear goals. I usually begin brand storytelling by understanding the strategy – what the brand wants, who it needs to reach, and what the data shows. Once that’s clear, creativity becomes a real asset instead of just guessing. Over the years, expanding my industry knowledge, staying curious, and collaborating with diverse, talented teams have made tapping into creative ideas far more intuitive. For me, the best results come from using strategy to guide the process and creativity to make the story connect and inspire.
4. What skills do you believe are essential for women entering the PR field today?
- Strong problem-solving skills are a must. Every day in PR is different, so you need to adapt quickly, think on your feet, and handle uncertainty with confidence.
- Be a continuous learner. Read. Read. Read. The more you stay informed about news and industry shifts and trends, the easier it becomes to connect the dots, identify compelling angles, and offer credible, insight‑driven counsel.
- Excellent written and verbal communication skills are essential. Since PR is all about communication, sharing clear, convincing messages is key.
- Good time management will help you a lot, trust me. Things move quickly, and being able to prioritise and stay organised really matters.
- Finally, attitude is important. Being open to learning, accepting feedback, and having strong emotional intelligence make a big difference. You can learn skills, but the right mindset is what truly sets you apart.
5. How has your leadership style evolved, and what advice do you have for aspiring female leaders?
Early in my career, I was a classic A-type and a bit of a perfectionist. I wanted everything done to a high standard and often felt I had to handle every detail myself. Over time, I learned that while drive is valuable, leadership isn’t about doing everything alone. It’s about helping others grow, contribute, and shine.
My leadership style now focuses much more on trust and empowerment. I’ve learned to let go, give people space to take ownership, and see that different perspectives often lead to better results. When you let your team develop their strengths, you create a stronger and more innovative environment.
For aspiring female leaders, my main advice is to stay true to yourself. Authenticity is a real strength. Also, keep learning from mentors, colleagues, and even challenges. Leadership is a journey of growth. Confidence, curiosity, and supporting others will take you further than trying to be perfect.
6. PR often requires multitasking and quick thinking. How do you manage high-pressure situations?
PR can be incredibly demanding. You’re constantly multitasking, managing different personalities, and walking into boardrooms where you must think on your feet and consult with confidence and accuracy. For me, navigating high‑pressure situations comes down to three things:
- Structure: A solid starting point. I triage priorities and to‑do lists so I can focus my energy on what matters most.
- Clarity: Taking a moment to get perspective is more valuable than reacting right away. Pausing to assess the situation leads to better decisions.
- Communication: Clear direction ensures the team understands their roles, responsibilities, and what success looks.
Oh, and chocolate. Lots of chocolate!
7. How can young PR professionals make an impact on a continental scale?
The communications landscape is incredibly dynamic and deeply interconnected, especially in Africa, with its rich network of diverse economies, cultures, and media ecosystems. The first step to making an impact is understanding the broader context. When you take the time to understand the nuances, your storytelling has the power to resonate far beyond a single country.
Focus on building strong storytelling skills around issues that genuinely matter to the continent. These are the narratives that matter. And by amplifying the right voices, stories, and ideas, young PR professionals can help shape and change the African narrative.
8. What role does mentorship play in your career, and how do you support emerging talent?
I have been fortunate to learn from leaders who not only shared their knowledge with me but also created space for me to grow, ask questions, and develop my own voice. Those experiences influenced my belief that mentorship isn’t just guidance – it’s an investment in confidence, capability, and long‑term potential.
Today, I try to pay that forward by being intentional about how I share my knowledge, my learnings, and the craft. I run writing training and “thinking on your feet” sessions with all new team members, and I work with them to set professional development goals that help them explore their strengths, expand their thinking, and build their skill sets. Most importantly, I believe the most meaningful mentoring comes from giving people the space to figure it out, ask the questions, and learn.
9. What strategies helped you grow your consulting career while delivering exceptional results?
I focus on partnership, not just delivering a service. Clients want more than execution – they want someone who understands their business, sees challenges ahead, and helps spot opportunities and risks they might miss. Consistency and credibility are just as important. Strong results matter, but so does keeping your promises, showing up when it counts, and building long-term trust. In consulting, your reputation is your currency, and it grows over time.
10. How do you stay innovative and keep learning in such a fast-changing industry?
PR, marketing, and advertising are blending, and AI is changing every part of communications. Staying up-to-date is crucial – if you don’t keep up, you risk falling behind. Working with other agencies, taking courses and webinars, and reading widely all help you stay on top of industry changes.
That said, it’s just as important to know what really matters to you, your clients, and your agency. There’s a lot of hype in our industry – some trends fade fast, while others become key to how we work. The real skill is knowing the difference and investing your energy accordingly.
11. What advice would you give to young women who dream of a long and fulfilling career in PR?
Don’t be afraid to fake it till you make it. You’re not expected to know everything – what matters is having the right attitude, the willingness to learn, and the drive to strengthen your craft every day. Surround yourself with smart people, learn from them, challenge them, and give yourself the space to find your own groove.
PR has many sides, so try them all. Being well-rounded helps you find what you truly enjoy. Once you find your passion, dive in and learn everything you can. That’s how you become the go-to person in that area and carve out your own place in the industry.
