By Remy Raitt

“The key to building relationships is a very simple thing and one that my dad taught me from a young age; reputation is everything in life. I guess it’s not surprising then that I went into the business of building reputations,” van Schalkwyk says.

Filling various public affairs and public relations positions since graduating, van Schalkwyk says her career within PRISA has been developing over a long time. “I came in as regular PRCC member and then became involved and realised how much PRISA do. I really began to value what APR offers,” she says.

“There’s a tremendous amount of value having a qualification and accreditation, particularly in Africa where so many sectors are affected by corruption. Those designated letters behind your name really contribute to your status, they mark you out as a professional and as someone who is committed to develop within your profession.”

Van Schalkwyk believes that being part of an organisation like PRISA holds professionals accountable, which she says is increasingly important in Africa with regard to corruption on all levels. “The organisation places great value on all members in good standing,” she says. “You subscribe to a set of ethical standards which apply to your work integrity.”

Over the years she has worked her way up to governance through learning the structure and the business of PRISA and its key priorities. In 2008 she was elected as vice chair of the public relations consultancy chapter and then filled the roles of chairperson, vice president and president-elect. In June, she was made president at the PRISA annual AGM.

“In my role as president I have tried to test the landscape and weigh up the pros and cons of the legislature and regulations within our industry. I’m trying to bring about a need for all communications professionals to be a member of a professional body in order to assure quality professionalism within the industry,” she says. “This will bring about quality skills and competence and will give us a much more accurate bird’s eye view of the weaker areas and skills within the industry.”

In conjunction with her presidency, van Schalkwyk works as communications and strategy consultant at Commstrategis. Here she advises senior or board level on communication and marketing strategies, restructuring, building high-performance marketing and communication teams, and systems and processes for effective performance management in the communication profession.

“I’ve been in management consulting for around 11 years and focus on internal communications, teaching managers how to communicate with their employees,” she says. “I constantly witness how poorly people communicate within their organisation, and then, after the four to six week course, it’s incredible how they are able to clearly articulate what they need from their employees.”

“I love growing brand reputation and stature,” she says. “It provides a sense of accomplishment; seeing a brand grow and develop over time.” Van Schalkwyk believes that with consistent regular communication, a brand can build equity which will consequently bring in results.”

Her mandate to approach everything with positive intent and integrity has helped her build many reputations of honesty, which people trust.

“By approaching anything with a positive intention allows you to objectively look at the problem or issue and give sound advice,” she says. “If you approach it negatively you will not act in the best interest.”

She also believes that “if it doesn’t feel right, you shouldn’t be doing it”. “Always question your motives at every step and make sure you are doing the right thing,” she advises, “this builds a good reputation of honesty and people will trust you."

Through her experience she has learnt that if an organisation acts with honesty, their reputation will be that of an organisation that can be trusted, no matter the size of the business. “The general public is less trusting of big business, because small businesses are run by individuals who the clients can get to know. In large organisations it’s harder for clients to trust and build relationships. That’s why it’s so important to grow a value system of integrity internally, so it expands out.”

Van Schalkwyk says over the years she has experienced a collection of highlights, but something that really stands out is when she was working for Simeka TWS Communications.“I worked with Simeka’s key BEE clients, SA’s leading black businessmen including Cyril Ramaphosa and Eric Molobe. This was eye opening for me. I was just in my 30s and I was given this enormous opportunity to work with these leaders.”

Since then she has learnt a lot about herself. “Through trial and error I have become an exceptional manager and an inspiring leader, something they can’t teach you at university.” In her numerous leadership positions she says there’s one key thing to always take into consideration; “the most important thing is to really understand the individual you are working with; what motivates and inspires them.”

For more information, visit www.prisa.co.za.