Every day, residents of South Africa encounter news alerts, crisis statements, awareness campaigns, corporate announcements, and stories that shape public discourse. However, behind many of these messages are communications specialists whose work often goes unnoticed, even though it frequently determines how information reaches the general public.
Public relations has long been associated with media coverage and brand management. Nevertheless, for practitioners in this field, the work is much more personal. It involves earning trust before attention is needed, knowing how to listen before speaking, and assisting organizations and communities in honest communication during both triumphs and crises.
On the occasion of World Public Relations Day, dedicated to the theme 'The Golden Age of Strategic PR,' five communications specialists from Gauteng shared insights into the careers that shaped them, the lessons they have learned, and why, despite the rise of artificial intelligence (AI), they consider empathy, integrity, and human connection the greatest assets of this profession.
Abulele Ndamashe began her journey with a simple opportunity to write. Participation in a college newsletter introduced her to the power of storytelling and showed her that communication can shape perception and motivate action. She emphasizes that PR is primarily about building trust, not just gaining media attention. As AI integrates, she believes authenticity will become even more valuable, as PR aims to build trust through honesty and transparency.
Sanele Mashinini found meaning in improving people's lives through communication. His interest arose in high school when he realized the profession combined his love for storytelling, media, and communication. He notes that what is most valuable to him is working on campaigns that positively impact people's lives, whether raising awareness about climate change or helping a brand restore a local park. He views AI as a useful tool that can increase efficiency, freeing up time for strategic thinking and relationship building that requires human involvement.
Nadin Eli believes the main strength of the profession lies in creating genuine human connection. Working in media, entertainment, and communications, she has learned that people remember the feelings communication evokes in them. For her, PR is about creating moments that connect people, and the most important lesson she has learned is that great communication begins with the ability to listen in order to first understand a person's story.
Ririsang Mvanda also considers listening a central element of PR, although her path into the industry was indirect. Initially, she planned to study corporate law, but an unexpected turn in her academic path shaped her understanding of empathy and strategic communication. She argues that PR is not just about speaking, but also about deep listening that requires understanding audience needs and ensuring organizational accountability. She believes that AI will enhance research and data analysis but will not replace human judgment, creativity, or ethical decision-making.
Lwazi Nongauza vividly described the responsibility resting on the shoulders of communications specialists, drawing on experience in television news, radio, and PR. He is convinced that PR is one of the most powerful tools created by humanity to influence conversations and shape public opinion, and therefore, it carries immense responsibility. For Nongauza, ethics, authenticity, and impact are the foundation of the entire profession.
The necessity of incentives for education and labor was emphasized. Therefore, nominations such as 'Most Beautiful Household' in apartment buildings, 'Most Active Yard' in the neighborhood, 'Most Prosperous Street' in the area, and 'Most Model Neighborhood' in the district and region are introduced at the end of the year.
Winners in apartment buildings will receive exemptions from property tax, and those in yards will receive exemptions from land tax. Additionally, 'neighborhoods' that create good experience will be awarded, and their working methods will be presented as a model for other areas. The need to widely cover advanced practices in neighborhoods was also noted.
Works to beautify the vicinity of the railway have begun in the regions. There are 285 neighborhoods along the Tashkent – Khiva railway line, which passes through 45 districts. Remaining regional governors have been assigned the task of conducting a full survey of residential and commercial objects along highways and railway lines passing through their territories within one week.
A major program to bring these areas to a model appearance and achieve practical results has been assigned within two weeks. A video sector meeting continues regarding the introduction of a new environment into neighborhoods and the modernization of 'neighborhood' activities under the direction of President Shavkat Mirziyoyev.
Sony announced that the titles Avatar: Frontiers of Pandora and Rise of the Ronin will be included in the PS Plus catalog starting in July, available to subscribers of the Extra and Deluxe plans.
The games Avatar: Frontiers of Pandora and Rise of the Ronin, which are PlayStation 5 (PS5) exclusives, will be accessible starting with the Extra plan. In addition to these, Sony console owners can play Firefighting Simulator: Ignite, Citizen Sleeper 2: Starward Vector, and Snow Bros. Wonderland.
For PlayStation 4 (PS4) users, the catalog will include Mighty Morphin Power Rangers: Rita’s Rewind and Dying Light. Additionally, Deluxe plans will offer access to Fahrenheit and Psi-Ops: The Mindgate Conspiracy, both original PS2 titles.
To gain access to the games, users must visit the PS Plus catalog on the PS Store available on the brand's consoles. In Brazil, the monthly costs for the Extra and Deluxe plans are R$ 74.90 and R$ 86.90, respectively. Annual options cost R$ 592.90 and R$ 691.90.
The July additions represent a rich collection for action and adventure genre enthusiasts. Avatar: Frontiers of Pandora transports the player to the universe conceived by James Cameron, with gameplay development by Ubisoft. This title features vast exploration, a combat mechanic that blends elements of Assassin’s Creed and Watch Dogs, and a large open world for long gaming sessions.
Meanwhile, Rise of the Ronin evokes similarities to the acclaimed titles Ghost of Tsushima and Ghost of Yotei, incorporating soulslike and RPG characteristics. The game's setting is late 19th-century Japan, depicting a historical period marked by the emergence of external influence. The player takes on the role of a samurai created from scratch, facing adversaries in a strategic and challenging combat system, distributed across three phases with various areas for exploration.
The PS Plus catalog also receives titles of various styles. Besides Dying Light and Psi-Ops, focused on action and exploration, there is the inclusion of the classic Fahrenheit, offering an interactive drama experience, and the RPG Citizen Sleeper 2: Starward Vector. Firefighting Simulator: Ignite is a firefighter simulator where the objective is to fight fires, save people in danger, and manage team operations. For arcade fans, Snow Bros. Wonderland has a more puzzle-oriented approach, while Mighty Morphin Power Rangers: Rita’s Rewind adopts the classic beat 'em up style.
Not every life-changing book needs to be lengthy. Sometimes, a single idea encountered at the right moment can completely transform your thinking. A new perspective on happiness, success, discipline, or life goals can stay with a person long after reading.
The most effective books for changing one's worldview are not necessarily the most complex. They are those that question established beliefs, prompt reflection, and help readers view themselves and the world around them differently. Moreover, some of these books can be finished in just one weekend.
If you are looking for a substantial yet quick reading experience, these five publications offer powerful lessons that can influence your approach to work, life, and personal development.
Don Miguel Ruiz's book, 'The Four Agreements,' despite its simplicity, has changed the minds of millions of people worldwide. It is built around four principles: to be impeccable with your word, not to take anything personally, not to make assumptions, and always to do your best. Although these ideas seem simple, their consistent application can radically change how people cope with criticism, relationships, and their own doubts.
One of the book's strongest revelations is that much of our stress stems from the stories we create in our own minds. By challenging these assumptions, readers often gain greater emotional freedom and peace. This is a short read, but mastering its lessons can take years.
'Man's Search for Meaning' by Viktor Frankl has profoundly influenced readers seeking resilience and perspective. Based on his experiences in Nazi concentration camps, Frankl explores how people are able to find meaning even in the most difficult circumstances. Instead of focusing solely on suffering, he examines human capacity for dignity, hope, and purpose.
The central message of the book is both simple and profound: although we cannot always control what happens to us, we can choose our response. Many readers finish the book with a completely different understanding of hardship, gratitude, and what truly matters in life.
Although Morgan Housel's 'The Psychology of Money' is often categorized as financial literature, it is actually a book about human behavior and decision-making. Morgan Housel explains how emotions, personal experiences, and beliefs shape people's choices—not only in financial matters but in life overall. Through engaging stories and observations, he challenges conventional notions of success, wealth, risk, and happiness.
One of the book's most valuable lessons is that intelligence alone does not determine outcomes. Often, patience, humility, and long-term planning are far more important. This book prompts readers to rethink the true meaning of success.
In a fast-paced world full of pressure and comparison, Matt Haig's 'The Comfort Book' offers something different—a perspective. Instead of following a traditional structure, the book consists of short reflections, observations, and reminders about life, anxiety, happiness, and resilience. It feels less like a self-help guide and more like a conversation with someone who understands the complexities of modern life.
Matt Haig urges readers to slow down, appreciate the present moment, and acknowledge that difficult feelings are part of the human experience. It is the kind of book that can shift the focus from constant striving to greater self-compassion and balance.
This short allegorical tale has been popular for decades due to its timeless essence. Through a simple story where characters move through a maze searching for cheese, Spencer Johnson explores how people react to change. Some resist it, others fear it, and a third adapts quickly.
This lesson is particularly relevant in a world where technology, careers, and personal circumstances are constantly changing. The book encourages flexibility, adaptability, and a willingness to embrace uncertainty. Readers often finish it with the realization that many life disappointments arise not from the changes themselves, but from resistance to them.
Changing your mindset doesn't always require months of study or hundreds of pages. Sometimes, all it takes is a book that appears at the right moment with the right idea. Whether it is the emotional freedom offered by 'The Four Agreements,' the resilience from 'Man's Search for Meaning,' the wisdom of 'The Psychology of Money,' the perspective from 'The Comfort Book,' or the adaptability encouraged by 'Who Moved My Cheese?', each of these works presents lessons capable of transforming your thinking. And the best part is—you can finish them over the weekend and carry their knowledge with you for life.
