Local businesswoman, Regine le Roux CPRP, managing director of Reputation Matters has taken over the helm of the Public Relations Institute of Southern Africa (PRISA) Western Cape branch as the regional Chairperson. Le Roux will also be representing the coastal regions on PRISA’s National Board of Directors.

The public relations (PR) industry has come a long way from where it was 58 years ago when PRISA was first established. “Professional bodies such as PRISA are important. It keeps practitioners in the communication field accountable for their actions, and at the end of the day it is about providing ethical communication support for our clients.”

“As with many other professional bodies, PRISA has its fair share of challenges. It is easy to complain about things from the side, that is why I decided to entrench myself within the structure to see how I can make a constructive contribution,” shares le Roux.

At the inauguration of the new President Loraine van Schalkwyk APR last week, van Schalkwyk reiterated that stakeholders in the communication profession need to become part of the solution to make things happen. Instead of being on the side-line bemoaning the state of affairs, they should get involved and help form the industry body into the professional organisation that you would like to be a part of.

Le Roux adds that many practitioners in the field feel that students have a wealth of academic expertise, but are not necessarily armed with practical skills needed on an operational level. “This year I challenge the communication and PR agencies in the Western Cape to actively become part of PRISA and provide mentorship opportunities to students so that they can learn. I also encourage students to get involved in PRISA and empower themselves by getting to know the industry. There are many wonderful opportunities for students to start networking and meeting key people within the industry and also for fellow communication experts to share knowledge, best practices and work towards taking PR and communication to the next level.”

For more information about PRISA Western Cape contact Regine le Roux or tel: 021 790 0208 / 083 302 1528 regine@reputationmatters.co.za