Bonnke Shipalana, renowned Marketer to host SA’s first Brand building through PR Masterclass series for SMEs

In the era of social media dominance, public relations (PR) remains a crucial tool for building brand awareness, enhancing reputation, and fostering public connection. Acknowledging this, Johannesburg’s reputation management firm, The Allure Group (TAG), is launching a trailblazing series of events titled “Building a Brand Through PR Masterclass.”

This initiative aims to equip attendees with invaluable insights, tools, and strategies to harness the power of PR effectively. This innovative masterclass, a first for South Africa, is spearheaded by Bonnke Shipalana, TAG’s GCEO.

Shipalana, a veteran marketer and PR expert, has orchestrated notable campaigns, including the debut of the Nelson Mandela banknotes for the South African Reserve Bank. Shipalana’s impressive career includes his role as marketing manager for Cell C, where he led the iconic Hola 7 campaign inspired by kwaito star Zola 7. He also introduced the successful “So You Think You Are Funny Talent Show” in collaboration with Fanta and Barloworld’s Mbewu programme, which supports social entrepreneurs.

“The masterclass is designed to provide participants with a comprehensive understanding of how PR can significantly contribute to the growth and success of businesses, especially within the South African context,” explains Shipalana.

Attendees will learn to strategically utilize PR to boost brand visibility, manage reputations, and engage stakeholders through academic frameworks, practical case studies, and interactive discussions. Shipalana emphasizes the growing relevance of PR amidst the economic challenges faced by small and medium-sized enterprises (SMEs). He notes that many SMEs struggle to redefine their market strategies and differentiate themselves in a saturated market.

While advertising remains important, PR offers a more credible and cost-effective alternative, providing sustained visibility without the high costs associated with paid media. “Media partnerships play a crucial role in business growth,” says Shipalana. “They offer platforms for businesses to gain visibility, build trust, and engage with their
audience, ultimately driving customer acquisition and retention.”

Given the alarming rate of SME failures and rising unemployment, TAG recognize the urgent need to educate and empower the SME sector on leveraging PR to strengthen their brands. Shipalana points out that successful international brands like Apple, Coca-Cola, and Nike have effectively used PR to build and enhance their market presence. Apple, for instance, has consistently generated excitement and anticipation for its products through strategic PR, while Coca-Cola has reinforced its image as a socially responsible company through its environmental conservation campaigns.

“PR offers a lifeline to struggling SMEs, enabling them to unlock their potential and significantly contribute to the economy,” Shipalana asserts. The masterclass aims to empower SMEs to scale their operations and boost their impact on the GDP, aligning with global standards. Event Details The inaugural “Building a Brand Through PR Masterclass” will take place on Wednesday, July 3, from 9 AM to 4 PM at the DP World Wanderers Stadium in Johannesburg. Tickets are available online at www.prmasterclass.co.za, priced at R650 for in-person attendance and R350 for virtual participation.

Attendees will benefit from the expertise of 12 industry leaders, including Dr. Thebe Ikalafeng (Brand Leadership and Brand Africa), Qhawekazi Mdikane (Momentum Brand Marketing Executive Head), Sylvester Chauke (Founder of DNA Brand Architects), Jeremy Maggs (Managing Partner at Brave Group), Willy Seyama (Founder of eNitiate Agency), Sibu Mabena (Founder of Duma Collective), Tshepo Mohlala (Founder and Chief Creative Officer of Tshepo Jeans), Papama Mtwisha (Founder of Africa Your Time Is Now), Thabani Khumalo (CMO Corner), and more.

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