Robyn De Villiers, chairperson and CEO of Burson-Marsteller Africa, is in Ethiopia to announce a development in the long-standing partnership between Cactus Advertising and Burson-Marsteller, and to facilitate a training workshop titled 'Reputation Management and the Role of the CEO'.

Prologue Burson-Marsteller is a sister company to Cactus Communication, which has been operating in the Ethiopian market for over 15 years. Public relations makes a contribution in helping to form an organisation's perception to the public.

Tuesday, 14 November marks the official launch of Prologue Burson-Marsteller as a self-standing company focusing solely on public relations. The launch aims to be a tribute to the growing importance of the public relations discipline across government and the private sector in Ethiopia.

With 25+ years of experience in the field of corporate communications and public relations, De Villiers founded a network of in-country communications consultancies, which provides local and international clients with market-relevant communications services in over 50 African countries.

The Burson-Marsteller Africa network, of which Prologue Burson-Marsteller is now a partner, is recognised locally and globally as a premier communications network on the continent. In 2016, De Villiers was recognised by the Holmes Report and was given an EMEA SABRE Award for Outstanding Individual Achievement.

De Villiers is called upon by business associations and local and international communications associations to address and facilitate training for communications professionals, public relations and corporate communications students, and corporate audiences on a range of topics including reputation management, issue and risk management, and crisis communications management.

De Villiers says, "It is a privilege to visit Ethiopia and to be able to highlight the importance of effective reputation management to communications executives and organisations in Addis Ababa. Globally, it is accepted that CEOs are responsible for managing the reputations of their organisations and protecting the value of their corporate brands."

"In my experience, this message is beginning to hit home in countries across Africa, and I value the opportunity to share my understanding of this increasingly important area of overall business success during my visit. I am also delighted to have been able to share in the excitement of the Prologue Burson-Marsteller launch today," De Villiers concludes.

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media update recently spoke to Robyn de Villiers about the importance of instilling ethics in employees. Read more in our article, Four ways PR agencies can instil ethics into employees.