PRISM Awards: How engaging the youth puts theory into practice

media update’s Adam Wakefield spoke to Phushaza Sibiya, a member of the panel and a content producer at Talk Radio 702, about the importance of the panel and how best younger professionals can be empowered in the industry.

What does it personally mean to you to be part of the PRISM Awards Young Judges panel? Why is it important the voices of younger professionals in the industry are heard in the awards judging?

As someone who is passionate about growth and development, being part of the PRISM Awards Young Judges panel meant further enhancing my understanding of the communications and public relations fraternity, which continues to evolve at a very rapid pace. And this is evident in the age of social media.

Not only has this given me the opportunity to gain a more holistic view of the industry, but also to appreciate the work communications professionals dedicate to bringing campaigns to life. Engaging younger professionals allows the PRISM Awards to add their views on the latest trends in the PR industry. Young judges are afforded the opportunity to add their raw skills, and gain insights from industry professionals. Engaging younger professionals into the PRISM Awards allows us to put theory into practice. And because young judges are involved in every step of the judging process and deliberations, this gives the PRISM Awards the edge.

Having young people within a communications agency also provides a competitive edge. Not only does this add a great layer of energy, which may rub off on fellow employees, but it can also offer very different, fresh perspectives, which can yield benefits for companies. In moving agencies to new creative heights, young professions can contribute to innovation.

What do you believe is the biggest advantage in having a younger voice within a communications agency and how best do you believe younger voices can be empowered in the communications industry?

There’s a wealth of knowledge that established professionals can share, particularly with young professionals. Many young people are willing to learn and are capable of bringing outstanding ideas to the table. One of the ways in which this can be facilitated is giving them a platform.

I believe that instilling a mentorship culture in an organisation can contribute significantly to the development of young people. It is also very important to do this on an on-going basis to ensure their professional development.

I currently work in the media space, and each day presents great opportunities to hone my skills. It goes beyond content production and ensuring that the organisation meets its license requirements in as far as radio programming is concerned.

One of the major technical skills I use on a day-to-day basis is project management, and also being able to multitask. Media, particularly broadcasting is such a fast-paced industry. It requires one to multitask, while at the same time be able to pay attention to the finer detail.

As a young communications professional, what technical skills do you use the most every day and how did you go about honing them when you started your career?

Writing, which is something that I enjoy, forms the basis of what I do, as well as doing music research.

I started off as a research intern at HDI Youth Marketeers shortly after graduating from the University of Johannesburg. This is where I got exposed to research and communications. Behind every task I was assigned, I always felt the need to ask, “Why?”

This has built my understanding and confidence too, as well as the reasons behind doing something. It has assisted me at length to be able to grasp what I was doing. Asking the question, “Why?” has also helped in the process of honing that skill, because in your execution, you’ll remember why you’re doing something.

Beyond technical skills, what do you believe are the two most important soft skills you use on a regular basis?

I have different “caps” that I wear within the work environment. This is mainly because I’m a freelance presenter by night and content-driven professional by day. One of the soft skills I consider to very important is having a great work ethic and the ability to listen to others. Being highly dependable and attentive contributes to a seamless workflow, particularly in a high-pressured environment.

Listening to others is a skill that is proving to be fruitful, and I work on that skill by putting it to use, daily. That’s the only way to learn.

For more information, visit prisa.co.za. 

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Conversation is a tool PR professionals have always had to meet the challenges of cultural relevance in today's brand environment. Read more in our article, Why cultural relevance is the best way for brands to reach the public.