The Public Relations Institute of Southern Africa (PRISA) members have nominated Oscar Rofhiwa Tshifure, alumnus from the Tshwane University of Technology’s (TUT) Department of Public Relations as the organisation’s new president during its 67th National Annual General Meeting (AGM) on Friday, 5 July 2024.

PRISA was established in 1957 to promote industry excellence as the professional body for public relations and communication practitioners in Southern Africa.

Tshifure brings over 20 years of extensive experience in communications, public affairs, reputation management and stakeholder management to the role. His vision is a transformative, collaborative future for PRISA.

“Collaboration is vital for the success of the institute,” he said in his acceptance speech. “Our focus remains to enhance our reputation and relationships with public relations professionals, as well as agencies and government institutions to foster a culture of partnership and the highest standards of ethical conduct for the public relations and communications fraternity.”

“We are looking at opportunities to expand our reach by working with international organisations such as the Quebec Society of Public Relations Professionals, to stay ahead of industry trends and innovations. Locally, we want to continue to strengthen our engagement with The Ethics Institute to ensure that we bring additional benefits to our members,” he said.

He highlighted that under a new Government of National Unity, it is crucial for PRISA to adapt and meet upcoming challenges and opportunities, since the role of PR and communications practitioners will become even more important in publicising policies and promoting the country as a preferred investment hub and tourist destination. 

Oscar Tshifure, the new President of PRISA.

Tshifure has held various leadership roles, including president-elect of PRISA, Vice President of the Pan African Media Research Organisation (PAMRO), non-executive director for the Sovereign Africa Rating, and non-executive director of the South African Reading Foundation. He was also head of public affairs at Razor PR and M&C Saatchi Group South Africa among others. He has successfully led strategy execution, effectively managed crises and collaborated with various stakeholders and businesses across the SADC, East African and West African countries.

Tshifure’s vision for PRISA is anchored in transformation, collaboration and elevating industry standards. “Transformation is at the heart of our mission. In a world that is rapidly changing, diversity, equity and inclusion are not just buzzwords but essential components for driving social cohesion and successful economies. Without a doubt, communicators have a fundamental role to play in championing diversity and transformation and, in turn, making sure that every voice is heard.”  

He has challenged the incoming board to seize the opportunities for change with courage and determination to explore ways in which to chart a better tomorrow for our communities.

Tshifure is currently pursuing an Executive MBA at Henley Business School, with a focus on reputation management and strategic leadership. He holds a BTech qualification in Public Relations Management from TUT. 

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