Q & A AFRICAN STAR COMMUNICATIONS
A multi-award-winning entrepreneur, she has been celebrated for her leadership and innovation, from the Mail & Guardian Top 200 South Africans to the Women in Leadership award in Mumbai. Her success proves that determination and vision can turn small beginnings into a lasting legacy.
In this Q & A with SA Profile, she shares her inspiring journey, PR insights, and advice for aspiring female entrepreneurs, highlighting the power of storytelling as a tool to connect, empower, and build meaningful bridges.
It’ s not just about providing a service; it’ s about becoming a partner in their success. I make it a priority to listen to their vision and challenges and tailor my strategies to align with their unique objectives.
Another approach I rely on is transparency and open communication. I ensure that my clients are always in the loop about what’ s happening, whether it’ s a campaign strategy, media opportunity, or even a potential challenge. I make it a point to go the extra mile.
What motivated you to start this venture, African Star Communications?
Starting African Star Communications was my way of addressing a gap in the market. I wanted to create a platform that not only amplified the voices of African stars and brands, but also helped them navigate the complexities of public relations with authenticity and impact.
What motivated me most was the desire to change perceptions and showcase the brilliance of African talent to the world. I believed in building a PR agency that could combine creativity, strategy, and a deep understanding of the African market while also bridging the gap to international platforms.
How did you overcome challenges in the early stages of your business?
One of the biggest challenges I faced in the beginning was establishing credibility in a highly competitive industry. As a woman in business, especially in the PR field, meant I had to work twice as hard to prove my value. People often underestimated my capabilities, and there were times when I had to fight to be taken seriously.
Another major challenge was financial constraints. Starting out, I didn’ t have a huge budget, so I had to be resourceful and creative with the limited resources I had.
I overcame these challenges through determination, a clear vision, and a relentless belief in my mission. I stayed focused on delivering excellent results for my clients, which eventually built my reputation and trust in the industry.
How do you approach, build and maintain relationships with big clients?
In public relations, your reputation is everything, so I’ ve always focused on creating a foundation of credibility and reliability. One of the key strategies that worked for me was taking the time to truly understand my clients’ needs, goals, and industries.
My advice to women is to own your space unapologetically and always know your value.
What was your experience working with well-known celebrities?
Working with well-known corporations and celebrities has been an incredible and dynamic experience. It’ s a space that requires you to think fast, adapt quickly, and manage high expectations.
Every client comes with their unique goals, and my job has been to find innovative ways to make those goals a reality. For celebrities, their brand is deeply personal, and any misstep can have significant repercussions.
As a businesswoman in the communications industry, what changes have you observed over the years?
When I first started, traditional media – print, radio, and TV – dominated the landscape. These channels were the primary way to reach audiences, shape public opinion and build a brand. Campaigns were designed around TV commercials, radio spots, and full-page print ads. However, over the years, there’ s been a dramatic shift towards social media and digital platforms. These new channels have completely transformed how we communicate, interact, and engage with audiences.
Digital platforms have provided powerful tools for targeting and analytics. Unlike traditional media, where metrics like viewership and circulation were often broad estimates, social and digital platforms offer precise data about engagement, demographics, and user behaviour. This allows for a more strategic and results-driven approach.
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