By Remy Raitt

Celebrating its seventh year in the PR world, African Star Communication represents people like Casper Nyovest, Solo, Rogue, Jason Goliath, Loyiso Gola and Tiger Brands. Fortune says she got into the big-name game when it was a relatively unexplored territory in South Africa. Since its beginnings the agency has grown and now covers more than just celebrity PR. Today African Star Communications also has a corporate and event management division, keeping Fortune forever on her well-heeled feet.

With a diploma in PR and a business law diploma from WITS University, Fortune has years of experience in the South African PR field, while also dappling in the media when she lived in the UK. Why did she take the risky leap and start her own company? “I got tired of someone else deciding how much I was worth,” she says. “I wanted to afford a better lifestyle for myself and my daughter.”

Fortune says no two days at African Star Communication are ever the same. But, if she had to describe an average day it would go something like this; “I go into the office and check mails, check my diary, catch up with the team and then attend to my workload,” she says. “I mostly oversee work through the heads of department. I ensure the final touches are added and all work has been checked thoroughly.”

And if you think celebrity PR is all glitz and glam, Fortune says you’re wrong. She says the celebrity PR doesn’t vary much from the regular kind. “There honestly isn’t that much difference. The way you handle the image is different, however the core model of work stays the same; protect the image and brand, portray it in the best possible light and always ensure transparency between audiences and the brand or product.”

And like any job, Fortune’s position comes with highs and lows. “I enjoy getting to meet new people and my job honestly allows that to happen every day. The variety of my job ensures I never get bored.” As for the lowlights, Fortune says they arise through the amount of time the job consumes. “Sometimes I fantasise about holidays I’ll never get!”

But it seems the long hours are paying off. In 2014 she won the award for Outstanding Leadership at the Women’s World Congress in India, while earlier this year she was a key note speaker at the Entrepreneur of the Year Awards nomination event.

When looking back on her success, Fortune says another highlight that pops to mind is when she dragged Clint Eastwood to one of her events, but like any good PR, she didn’t let on anymore or spill the juicy details.

Fortune’s top tips for public relations, especially when dealing with high profile clients are; “don’t be shy, network and saying ‘no’ won’t kill you.” She says an outgoing personality, being outspoken, focused and accessible are all vital skills in the industry. “Network as much as you can,” she says. “This industry is run by who you know, not what you know.”

Fortune says a bit of unawareness is okay. “Don’t be scared of what you don’t know,” she says, “Outsource!”

And her final bit of advice is to never be without your phone. You never know which one of Mzansi’s biggest names might be on the other end …

For more information on Farah Fortune, connect with her on Twitter. Alternatively, connect with African Star Communications on Facebook or on Twitter.