Many decades ago, I accidentally fell into PR not knowing what it really was or what value it offered. Having studied English and Psychology at Stellenbosch University, and later Copywriting as an AAA post-grad, PR was the natural fit that I didn’t know existed. 

I joined the profession in the early 2000s. While certain things were different back then, some remain the same. There was no social media, Google ranking wasn’t yet a ‘thing’ and even email was, at the time, a revolution! Despite not having the tech or tools we have today, I got hooked on the power of producing content, written or otherwise, fast. Seeing it come to life in a magazine or on the radio was a thrill and continues to be for me to this day.

I’ve been very fortunate to have worked with industry pioneers during my +- 20-year career, notably holding a position at Karen Armstrong PR who taught me the value of detail and later with Nicola Nel at Atmosphere (now Accenture Song). Atmosphere introduced me to the financial services and B2B world, and it instantly felt like home. Among my proudest moments was my representation of Capitec Bank, The Virgin Group, Sanlam and kulula.com, to name just a handful. Those were heady and unforgettable times.

By 2013 however I was ready to leave the agency nest and go solo. Cultivate Communications opened its doors on 1 June of that year, and it’s been an epic adventure since. 

Specialising in financial services of all kinds, the SME sector, education, impact work, marketing and personal brand-building, among many others, Cultivate has been a labour of love and I am grateful to have been given this opportunity to build a sustainable business together with my team. As a corporate and consumer writer, strategist and people’s person who likes to tick off items on a list, PR and I are intertwined; I truly am passionate and excited about what I do. 

Despite the evolution of AI, Public Relations at its core – building brand equity, creating a positive reputation, enhancing credibility and most importantly cultivating trust in people and products – is on the up. Truth Matters Most, especially when fake is becoming harder to spot, and I thoroughly enjoy working with Thought Leaders to help position them or their brands as authentic, intelligent, the best in class and trustworthy, using my own and team’s minds and not outsourcing it to AI. While AI has its place, human thought and insight takes the cake and, as more people search for meaning and purpose, that happens IRL, Public Relations is exactly where it should be – used as a strategic service that influences key stakeholders to act, change perceptions and break down barriers. After all, people buy into the values and opinions of business leaders and brands that resonate with theirs, long before they make a purchasing decision.  

Whether a client is the founder of an innovative new startup, a seasoned CEO, among the C-Suite, or top-of-their-game professionals and individuals gets me up everyday and I’m honoured to work with strong leaders in their fields and brands that are category champions.