PRISA roadshow prepares TUT communication students for digital future

Nearly 200 Diploma students from the Department of Journalism and Integrated Communication at the Tshwane University of Technology gained valuable industry insight, networking opportunities and career guidance during a PRISA Roadshow hosted at the Soshanguve South Campus. The event exposed students to emerging communication trends, ethical practice and the growing role of artificial intelligence in the profession.

Annah Jordan, General Manager of the Public Relations Institute of Southern Africa, introduced students to the role and importance of PRISA, the professional body representing public relations and communication professionals in South Africa.

Jordan explained the various membership categories and professional designations available through PRISA and encouraged students to begin building their professional profiles while still studying. She highlighted the benefits of student membership, including networking opportunities, internships, conferences, webinars and industry-recognised training programmes.

Jordan also introduced students to PRISA’s commitment to ethical communication, continuous professional development, research and industry advocacy. She shared information about the prestigious PRISMS Awards and work-integrated learning opportunities that prepare students for the workplace.

Dr Caroline Azionya, PRISA President-Elect, delivered a keynote presentation titled "Being a Future-Fit Emerging PR Practitioner." She focused on preparing students for the rapidly evolving communication landscape and highlighted the importance of adaptability, innovation and continuous learning in the public relations profession.

Azionya discussed emerging industry trends, including the growing integration of artificial intelligence in communication workflows. She explained how communication professionals increasingly use AI for brainstorming, content creation, measurement and analytics, while emphasising that creativity, strategic thinking and authentic storytelling remain essential human skills.

She encouraged students to learn how to use AI tools strategically, understand digital analytics and develop the ability to measure communication outcomes effectively. She also encouraged students to use LinkedIn as a professional platform to connect with industry practitioners and start building their careers early.

Rethabile Molehe, PRISM Student of the Year 2025 and Luyanda Qwabe, PRISM Student of the Year 2025 Runner-Up, shared their insights on career development and opportunities available through PRISA. Their presentations inspired students to pursue growth opportunities within the communication industry and highlighted the value of professional involvement while studying.

Students who attended the roadshow said the event increased their understanding of public relations and communication as a profession. Many indicated that the presentations motivated them to use LinkedIn more actively to network with professionals and build industry connections.

Sempe Makgabane, a first-year student, and Pono Mate, a second-year student, each received a one-year PRISA membership for their active participation and engagement during the event.

The Department of Journalism and Integrated Communication and PRISA agreed to strengthen their collaboration by making the PRISA Roadshow an annual event. PRISA also invited Diploma Integrated Communication students to attend the PRISA Annual Student Conference later this year at the University of Johannesburg.