PRISA Summit connects TUT students with communication industry

Thirty-three Journalism and Integrated Communication students from the Tshwane University of Technology (TUT) attended the annual PRISA BRAG Employability Summit at the University of Johannesburg (UJ), where industry professionals shared practical advice on building successful careers in communication.

Dr Caroline Azionya, President-Elect of the Public Relations Institute of Southern Africa (PRISA), introduced students to opportunities offered by the professional body, including its SETA-supported candidacy programme, which helps young practitioners gain workplace experience across communication disciplines. She also encouraged students to join PRISA and apply for the PRISMS Young Voices programme, which offers mentorship, networking opportunities and exposure to award-winning campaigns.

Human Influence Strategist, Katie Mohammed, challenged students to reflect on their professional identity and reputation. She urged them to define what they want to be known for and reminded them that credibility grows through consistent actions, relationships and professional conduct.

During a fireside conversation, Sicelo Vilakazi, Senior Strategist at DNA Brand Architects and former PRISMS Young Voice, shared insights on entering the communication industry. He encouraged students to pursue areas they are passionate about, develop expertise and embrace mentorship. He also highlighted the value young professionals bring through their understanding of technology, digital platforms and emerging trends.

Moliehi Molekoa, Managing Director of Magna Carta, led a discussion on leadership and influence with Sylvester Chauke, founder and Chief Architect of DNA Brand Architects and Prof Rene Benecke of UJ.

Drawing on his personal journey, Chauke encouraged students to overcome limitations, make their voices heard and start building professional portfolios while still at university. He urged them to develop their ideas and create opportunities for themselves.

Tadiwa Tine, an AI Psychologist at UmkhoAI, explored the future of communication through an African lens. She showcased AI solutions designed to address challenges such as limited connectivity, high data costs, load shedding and the underrepresentation of African languages in existing technologies. Tine also stressed the importance of developing AI responsibly and ethically.

Her presentation highlighted the growing need for communication professionals to understand emerging technologies and adapt their skills to an increasingly AI-driven workplace.

The summit equipped students with valuable industry knowledge, career guidance and a deeper understanding of the evolving communication landscape.

• Anza Phidana is a Work-Integrated Learning Coordinator for Diploma Integrated Communication in the Department of Journalism and Integrated Communication, Faculty of Humanities, TUT.