“Management, Strategy, Execution and Etiquette” - Industry Talk with Mancoba Mabuza
Waterford KaMhlaba United World College Public Relations officer, Mancoba Mabuza, shared tips on Management, Strategy, Execution and Etiquette with students from the Faculty of Communications Media and Broadcasting on 11 April 2018.
Mabuza’s ten years of experience in the public relations and communication industry has seen him work for reputable organisations such as the Ministry of Health, Family Life Association of Swaziland and the Swaziland Competition Commission.
The main objective of Mabuza’s talk was to clarify public relations as a management rather than a reactive function.
He explained that being able to identify potential crises, productive relations with media and strategising solutions play a key role in effective public relations management.
“When strategic planning is combined with the PR practitioner’s pro-activeness, these factors make for effective public relations management,” said Mabuza.
Highlighting the importance of communication towards effective public relations, he acknowledged that it should begin within an organisation.
During a question and answer session, the PR practitioner helped students dispel assumptions and stereotypes about the practice.
“Constantly being seen on the media doesn’t mean you are a good public relations practitioner. Media is not a public relations function but a tool that the public relations practitioner uses to inform stakeholders about an organisation’s position regarding matters.”
Etiquette
Regarding etiquette, Mabuza focused on interpersonal qualities that can give an advantage to a PR practitioners - including attitude, respect, integrity, and dressing.
Also discussed were the importance of knowing cultural norms and taboos.
Mabuza said such things are mostly learned through experience and research, underlining the importance of self-motivation and having a healthy sense of curiosity.
At the end of the talk, students were encouraged to learn about new developments in their chosen field and to find mentors who will help make their practice of public relations easier and more exciting.