Careers in Public Relations: Q&A with Hazel Zisanhi, President - ZIPR.

Hazel Zisanhi (HZ) is the President of the Zimbabwe Institute of Public Relations (ZIPR), which is one of the oldest public relations associations in Africa. In this Q&A with Nomathemba Zondo (NZ), she gives insight into the ZIPR, Public Relations as a career path and how aspiring Public Relations practitioners can benefit from the ZIPR as they build their careers.

NZ: Thank you so much for joining us on Phakama CareerTALKS. To kickstart this discussion briefly tell us about yourself.

HZ: Well, I'm a Zebra Queen, a Mum of three (one boy and two girls), I'm a go getter, l love travelling, sport and networking.

NZ: Lovely. You are also the president of the Zimbabwe Institute of Public Relations. What is the purpose of the Institute in as far as Public Relations is concerned?

HZ: The Zimbabwe Institute of Public Relations is a professional association that brings together people with interests in public relations practice, media and training. The primary aim is to improve their knowledge and skills in professional PR practice and principles.

ZIPR, is one of the oldest professional associations in Zimbabwe. The association assists old and new Public Relations Practitioners (PRPs) to keep abreast with the latest trends in the profession. It also offers a platform for PRPs to share ideas with reputable specialists. ZIPR is affiliated with the African Public Relations Association (APRA) and the International Public Relations Association (IPRA).

NZ: Many people often confuse public relations and marketing. What is the difference between the two?

HZ: Marketing and Public Relations are both important components of a company’s communication strategy, but they function differently.

Marketing is a promotional activity that aims to promote products or services with the ultimate goal of driving revenue and sales. It encompasses a range of activities, such as advertising, sales promotion, placement strategies, and product development. In simple terms, it’s about making people buy a product or service.

On the other hand, Public Relations is a communication activity that seeks to build and maintain a positive relationship between a company and its stakeholders. It has a range of activities, such as media relations, community relations, customer relations, crisis management, and reputation management. PR is more about shaping public perception, building trust, and establishing good relationships with the audience. Simply put, marketing focuses on selling, while PR focuses on building trust.

NZ: Interesting. So what qualifications are necessary for someone to become a Public Relations practitioner?

HZ: To become a public relations practitioner, there are certain skills and knowledge areas that are highly valued in the field. Here are some qualifications that can be helpful to have as a public relations practitioner as well as skills that will help you to excel in this industry.

A degree or diploma in Public Relations, Communications, Mass Communication or Journalism, Customer care and relationship management. A course in Diplomacy and Etiquette will be an added advantage.

Experience: Many employers in the public relations field look for candidates who have relevant experience, either through internships, entry-level positions, or other related work experience. Experience in related fields, such as marketing, advertising, or journalism, can also be valuable.

Writing and Communication Skills: Strong writing and communication skills are essential for success in public relations. Public relations practitioners must be able to write clear, persuasive, and compelling messages for a variety of audiences, as well as communicate effectively with clients, colleagues, and media contacts.

Strategic Thinking: Public relations practitioners must be able to think strategically and develop effective communication plans that support their clients’ goals. They need to analyse information and data, identify key messages, and develop tactics that will resonate with their target audiences.

Relationship-Building: Public relations is a relationship-based field, so the ability to build and maintain relationships with internal and external stakeholders and media is crucial. Practitioners must be able to collaborate with others and bargain successfully.

Industry Knowledge: Public relations practitioners must stay up-to-date with industry trends and changes.

NZ: Beyond qualifications, what skills are required for someone to thrive as a Public relations practitioner especially in this technological era where we have witnessed the emergence Artificial intelligence (AI) and Big Data?

HZ: The rise of digitalisation and artificial intelligence (AI) has revolutionised the PR industry in ways that were once unimaginable. In this era of digitalisation and AI, PR practitioners must adapt to new technologies, strategies, and methods to stay ahead of the curve.

Digitalisation has dramatically transformed the way people consume information and interact with brands. The rise of social media platforms such as Facebook, Twitter, Instagram, and LinkedIn has made it easier for individuals and organizations to connect with their target audience in real-time. Moreover, online news sources have replaced traditional print and broadcast media as the primary source of news for most people.

The impact of digitalisation on PR is significant. PR practitioners can no longer rely on traditional methods such as press releases, media relations, and event sponsorships to communicate with their target audience. Instead, they must adopt a more holistic approach that includes digital marketing, social media, and influencer partnerships.

One of the significant advantages of digitalisation for PR is the ability to track and analyse data more effectively. PR practitioners can now monitor social media conversations, track website traffic, and analyse online engagement to gain insights into their target audience's behavior and preferences. These insights can help PR practitioners to develop more targeted and effective communication strategies that resonate with their audience.

Artificial intelligence (AI) is another technology that has transformed the PR industry. AI refers to the use of computer systems to perform tasks that would typically require human intelligence, such as natural language processing, data analysis, and pattern recognition.

AI has the potential to revolutionise the PR industry in several ways. For example, AI-powered chatbots can provide instant responses to customer queries, eliminating the need for human customer service representatives. AI can also analyse large volumes of data and provide insights into audience behavior and preferences, helping PR practitioners to develop more effective communication strategies.

Furthermore, AI can help PR practitioners automate routine tasks such as media monitoring and analysis, freeing up time for more strategic activities such as developing communication strategies and building relationships with influencers.

NZ: Interesting indeed. How can aspiring public relations practitioners take advantage of the ZIPR in developing their careers?

HZ: Joining the Zimbabwe Institute of Public Relations can be a great way for practitioners to enhance their professional development and advance their careers. ZIPR offers opportunities to network. This networking can lead to new job opportunities, collaborations, and mentorship.

We offer professional development seminars, conferences, workshops, and webinars to help practitioners stay up-to-date on the latest industry trends and best practice. These opportunities can help practitioners enhance their skills and knowledge.

ZIPR also plays host to awards programs that recognise outstanding work in the field. Winning an award from a respected association can boost a practitioner’s professional reputation.

ZIPR advocates and lobbies for laws and regulations that benefit the industry.

By joining ZIPR, public relations practitioners can actively participate in its activities, gain valuable knowledge, skills, and connections that can help them grow their careers and succeed in the industry.

NZ: As we wrap up, what is your parting word of advice to those following this discussion today?

HZ: Well, my advice to a new public relations executive fresh out of college or university is that public relations is all about building relationships with your clients, the media, and other stakeholders. Take the time to get to know the people you work with and establish trust. Stay organized, PR involves managing many moving parts, from events and media outreach to crisis management and keeping track of deadlines and tasks to ensure nothing falls through the cracks. Stay up-to-date, know the media landscape. It has constantly evolved, so it’s important to stay current with developments. Attend conferences, read industry publications, and seek mentorship to stay informed.

To an experienced public relations practitioner, keep growing, always retool yourself. Stay on top of industry trends and new technologies to keep your strategies fresh and effective. Foster a culture of collaboration, encourage teamwork and collaboration within your PR team, and across departments to ensure everyone is working towards the same goals. No department is a Silo. Assess success, utilise data and analytics to assess the success of your PR campaigns and modify your strategies accordingly. This will help demonstrate the value of PR to other departments and stakeholders.

Overall, public relations is a challenging but rewarding field that requires strong communication and relationship-building skills, as well as a willingness to adapt and grow over time. It is a profession that allows you to work and have fun concurrently.