Striving to remain relevant in society with re-launch

PUBLIC relations professionals striving to remain relevant in society and communication management professionals gathered in Polokwane recently to re-launch the Public Relations Institute of Southern Africa (Prisa) Limpopo region.

The practitioners met under the theme: Reclaiming our Profession and Remaining Relevant in Society.

Prisa is an internationally recognised public relations and communication management institution established 56 years ago with the mission to foster the professionalisation of public relations practice in Southern Africa, set and maintain professional ethics and standards among members of the institute, establish public relations as a strategic management function and continually transform the institute to stay ahead of the dynamic changes in the social, political and economic environment.

Prisa president-elect, Lungile Lose congratulated Limpopo on its effort to resuscitate an active professional body in the province.

“You have Prisa’s board and the nationwide Prisa branch network to call upon for support at any time because we appreciate your commitment to the institute and to the public relations and communication management professions,” Lose said. “Public relations and communication management have a positive contribution to make to the bottom line of an organisation, but the challenge is how we can convince our organisations and our principals that this is the case in this era where accountants rule and if anything that cannot be measured is relegated to the bottom in terms of importance. The work of public relations and communication management professionals culminates into a sustained positive reputation of the organisation,” he said.

Outlining the plans for the Limpopo region, its convenor, Naledzani Rasila said: “We have decided to arrange this public relations colloquium so that we are able to be a buffer for our profession. Teachers, lawyers, engineers, nurses and doctors have their own professional bodies, what about public relations professionals?”

Prisa Limpopo’s plans for 2014 include growing its membership, organising at least two networking sessions in February and April and taking the region to the annual general meeting in May 2014.

“The region draws its membership from the private and public sectors. The region will also contribute towards skills development as envisioned in the National Development Plan. Strategic partnerships with the Universities of Limpopo, Venda and South Africa present an opportunity for us to enhance the quality of public relations and communication management graduates coming into the corporate world.Skills development will also be achieved through establishment of the Prisa Limpopo region student chapter, where we will be embarking on mentoring programmes,” said Rasila.

Limpopo’s full interim committee is made up of the convenor, Rasila, the coordinator, Malesela Maubane and the members, Welheminah Mabogo, Phindile Manganyi and Elias Setati.