Q & A AFRICAN STAR COMMUNICATIONS
Social media platforms like Facebook, Instagram, Twitter, and TikTok have given wings to content creation, allowing anyone with a smartphone to become a creator, influencer, or commentator. Brands are now expected to maintain an active presence online, responding to consumers in real time and creating highly personaliSed and dynamic content. The speed of communication has also accelerated, with trends, news, and viral moments changing the narrative almost instantly.
Basically, the rise of social media and digital platforms has not only changed the medium but also the rules of engagement. The focus has shifted from broadcasting a message to fostering genuine, two-way interactions that build trust and community. This transformation has required adaptability, creativity, and a deep understanding of everevolving technology.
Where do you see your business in five to 10 years?
In five years, I see African Star Communications further solidifying its position as one of the go-to agencies for highprofile clients, both in South Africa and internationally. Within the next 10 years, I foresee us scaling beyond just public relations to include a broader spectrum of communications services – everything from brand development to influencer marketing and experiential campaigns.
What advice would you give to women looking to break into the business world?
My advice to women is to own your space unapologetically and always know your value. Build a strong support network, as it’ s essential to have people who lift you up. Cultivate resilience to bounce back from setbacks, stay educated and remain adaptable to keep growing in an ever-changing world. Advocate for yourself, and never underestimate the power of speaking up for your needs and goals. Finally, lead with integrity – let your values guide your decisions and actions, ensuring you stay true to yourself and your mission.
What legacy do you hope to leave behind in the business world, particularly for future generations of female entrepreneurs?
The legacy I hope to leave behind in the business world is one that encourages and empowers future generations of women entrepreneurs to break barriers, stay true to their vision, and lead with authenticity. I hope to inspire women to not only excel in their careers, but to also use their success as a platform for positive change. ■
Farah Fortune’ s prestigious awards and recognitions
2011: Mail & Guardian Top 200 South Africans 2012: The Annual Cool & Black Directory 2014: ' Women in Leadership Award’ in Mumbai from the Women’ s World Congress and DHL- Tomorrow’ s Leader Award 2016: African Women’ s Awards – Zimbabwe and Social Innovation
Leadership Award- Mauritius 2017 and 2018: Top 50‘ Most Impactful Social Innovators’( Global
Listing)
2018: Glamour Woman of the Year( Business)- Glamour Magazine South Africa, Zodwa Khoza Foundation- Great Warrior Spirit Award and 10th Position on Superbalist 100 list
2019: Honourary Golden Key from University of Johannesburg, United Nations Chairwoman Award- United Nations- New York and Africa’ s Most Influential Woman of the Year( Media) 2020: Mail & Guardian Most Powerful Woman( Media) 2021: Sunday World Newspaper Heroic Women Award 2022: Woman of Wonder Award – Panache
96 SA PROFILE www. saprofilemagazine. co. za