Public Relations,
famously known simply as PR, is a glamorous occupation, it is widely believed.
But for MAKOBEDI MOFOKENG is a highly enchanting career- full of thrills and
frills but in which PR practitioners must not compromise their character nor
submit to bribery. She enthrals Thembi Masser with details of goodie bags,
Cadbury chocolate and Coca-Cola.
She is only 21, but Makobedi is already an accomplished PR
officer. She is well –spoken, her words well-chosen and her etiquette gentle
and genial. She is simply sublime. She oozes zest and is the ultimate PR, even
in just a routine interview.
She is in her third year of a diploma at the Vaal University
of Technology (VUT). Soon she will do her 6 months practical application to
complete her course. She is still looking for potential companies where she can
complete them.
In a pure PR exercise she says she could have handled the
Generations differently and better and no. she has no children at the moment.
“After I have established myself in the industry then I will think of the
noise-makers. And yes, I do believe in marriage.”
She was born in Petrus Steyn, Free Sate, but did all her
schooling in Benoni. Firstly she went to Arbour Primary and then completed her
martric at Benoni High. She finished her schooling with subjects such as
history, business studies, consumer studies, maths literature, English and
Afrikaans and life orientation. “Mr Du Plessis receives my vote in consumer
studies while Mr Klerk also did well in English.”
After high school she enrolled at the VUT and the words of
her PR lecturer, Mpho Ralengwele still resonates in her head. She said: Don’t
let anyone change who you are or suppress what you want.” While at primary she was enticed by the SAPS (South
African Police Service) uniform and wanted to join after matric. Later she
wanted to be a fire fighter and in the end a journalist. “I like journalism so much that I researched
the subject thoroughly, but in the end I opted for PR.” This is because, she
explains, it incorporates many occupations and disciplines- journalism, brand
awareness, marketing, advertising, events management and project management.”
She is fire brand, she points out, and PR keeps her up on
her toes. “It is challenging. You must be abreast with current news all the
time and you must understand people and their nuances. But most importantly,
you must always know and understand your target audience and stakeholders.”
In PR image plays an important part. “It is not about a beautiful face, no, please,” she laughs, “but
be careful of your personality traits. A thick skin will help, yes. You must be
able to accept criticism, you must be resilient, be able to write well and be
well spoken. The last two I do quite well, thank you!”
She cautions about keeping your values in check and never
compromising them. “One should always be aware of the intentions of goodie
bags, which most of the time mean well, but can be abused at times. And do not
take bribes, thy always come back to haunt you.”
Ok, she admits, PR can be spin-doctoring at times. “We are
also spokespersons of our clients.”
Her typical day can include all of the following or some of
them.
Meetings with clients
Communication campaigns
Marketing sessions
Sponsors
Organising and attending events
Conflict management
Writing news releases to media companies and
Internal and external reports
When she is through with her diploma she will want to work
with her all-time favourite PR practitioner and role model, Farrah Fortune from
Africa Star, PR and communications, artists’ management company. Or it might Ogilvy. “They win big awards and
they drive big campaigns at Ogilvy.”
She will like to PR for Cadbury (I like chocolate so much)
and Coca-Cola (their products stand out and the company so adventures), but she
has no individual in mind to manage at the moment. “PR is necessary in the
business world. It is vital for advertising and for brand marketing to be
successful. It is hara-kiri for a company to operate without a razor-sharp PR
division.”
Most PRs are members of PRISA-Public Relations Institute of
South Africa, which, if the money is right, you can join during your studies,
she advices.
Makobedi with her family
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