By David Jenkin

“We’ve seen some fresh innovations in the last year or two in the way that agencies do things,” says Makhubela. “This year, people will start to see that shining through and coming across in terms of new categories that have been added on, but also a fresh approach to the way that they do things – for example, the young judges, as a new addition to the PRISMs.” Makhubela says that PRISMs in 2017 will be slightly switched up, reflecting industry developments but also in celebration of the 20-year milestone.

Staying relevant

Traditionally, he says, the judging panel has consisted of very experienced professionals, carefully handpicked – and that hasn’t changed. “This year, they’re retaining all of this, so they still have those who are older and more experienced, but one of the PRISMs’ objectives is to stay relevant in this ever-changing world. And so they have to tap into the younger audience, and these are the guys who are really spearheading what’s going on in digital.”

The benefits of this initiative are far-reaching, he says. “The industry, including the more experienced professionals, can feed off the younger people who are coming in and saying ‘hey digital’, it’s the new thing that’s happening now, and there’s so much PR value in digital, or there’s so much value in influencer PR, and influencer marketing, and just a new age and a new way of doing things.”

He adds, “So the PRISMs are very exciting, next level in every way, and they’re actually fresher. 20-years-old, but fresher than they’ve ever been.”

Blurring lines

In general terms, Makhubela says that younger generations are redefining PR as they look for ways to innovate and find new ways to tackle brand and communication challenges. The result is that industry boundaries are becoming increasingly blurry.

“The convergence is not being fully welcomed by everyone. So, what’s happening is everyone’s going, ‘that’s not PR, that’s advertising’. Then people are going ‘no, this is actually PR’, and then the advertising people say, ‘you’re stealing our budget’, and then the PR people are saying ‘no, you’re stealing our budget’. But what’s happening really is that it’s all coming together and it’s becoming quite tricky to see what is what. Something we thought to be advertising could easily spill into what PR is today.”

Where PR was traditionally all about earned media, he explains that today one can buy media and still call it PR. “In the past advertising and PR haves always fought about one’s importance over the other. Now, we’re seeing – with budget cuts happening for most brands – PR leading conversations around communication, and strategic communication and advertising almost feeding off what PR is strategically putting out. So it’s getting quite tricky.”

Judges wanted

PRISMs are looking for five young judges across industries in the communications sector who will judge categories that are relevant to them, namely New Media, Breakthrough on Digital and Student Campaign of the Year.

“In terms of how they’ll be recruited,” he says, “We’ve got a call out for young people that think they’re dynamic, who think they’ve got a lot to offer, a lot to add to the PRISMs – all they have to do is record a two-minute video, or write a 400-word piece of why they’re so amazing.”

PRISM Awards young judges should be between the ages of 18 and 25, live in Johannesburg, Durban or Cape Town.

For more information, visit www.prism-awards.co.za.