Tribeca has distinguished itself yet again in the PR industry by securing a prestigious position in the top 5 of the PRovoke Media Best Agencies to Work for 2024 in EMEA (non-UK), ranking third this year. Tribeca is once again the sole African agency among this year's celebrated achievers.

The Best Agencies to Work For awards recognise agencies across the EMEA region that excel in cultivating an engaging and supportive workplace culture, and one that places a strong emphasis on employee satisfaction and well-being. These awards are announced following a thorough review process, heavily reliant on employee feedback, highlighting the importance of a people-first approach within the industry.

Managing director Nicky James credits this ongoing success to Tribeca’s 18-year commitment to a people-first culture, underscored by significant investments in employee development, diversity and team morale.

The past year has seen notable achievements within Tribeca, including the integration of seven new team members, the transition of two interns to permanent positions and the celebration of eight promotions. The agency boasts a commendably low staff turnover rate, highlighting its success in retaining talent. Several consultants also celebrated a decade with the company, prompting the introduction of a new policy that rewards ten years of service with additional annual leave, further demonstrating Tribeca's appreciation for long-term commitment.

#TribecaProud reflects the agency’s ethos, encompassing a sense of belonging and recognition. This spirit is not only internal but extends to client engagements and industry accolades. Tribeca’s position in the 2024 Best Agencies to Work for highlights its holistic approach to employee satisfaction and client success, solidifying its role as an industry leader and a beacon of African excellence on the global stage.

Tribeca celebrates African excellence on the global stage, secures a top spot in Best Agencies to work for in EMEA

Tribeca&nbsp;has appointed Nechia Khuzwayo as an account executive where she will work with and support the team workings on Epson, Lamelle Pharmaceuticals and LEGO brands.

Nechia brings four years’ PR experience to the role having worked across a range of financial services and consumer clients where she focused on brand building and reputation management through social media channels.

Julia Christison, account director at Tribeca says, “Nechia’s skills and experience in social media analytics and tools are vital to her role. In our journey to grow and nurture Tribeca's social media offerings, Nechia's skillset offers an exciting dynamic to our approach. We're eager to leverage her expertise and innovative thinking to drive impactful growth in our social media initiatiatives.”

“I am proud to join Tribeca where I will be contributing to the agency’s 18-year legacy. Continuous learning and professional development are important to me, and it is refreshing to know that I am joining a company that values this as much as I do. I’m also looking forward to contributing to the agency’s social media growth strategy,” she says.

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Tribeca welcomes Nechia Khuzwayo

Keneilwe Motshabi, account manager at Tribeca Public Relations

As public relations (PR) continues to evolve, mastering the skill of media relations from the initial pitch to securing client coverage is an art and a science. Crafting the perfect pitch is like preparing a delicate dish – it requires a balance of ingredients, impeccable timing and perfect presentation. From the opening sentence to the closing remarks, each word must captivate, intrigue but most importantly resonate, so the journalist is enticed to delve deeper into the story.

South Africa has a diverse media landscape, with many cultures, languages and social issues at play. It resembles a complex puzzle that requires the correct pieces to come together for a complete picture. A good pitch, one that will pique the journlasits interest instead of getting binned, isn't just about telling a story; it's about making the story sing, tapping into their values, interests, and what matters to them and their audiences.

Whether it's getting the language just right or presenting topics from a different perspective, a pitch that connects with media shows that you really understand who you're talking to and who their audience is. This connection increases the likelihood of your story being featured.

Journalists receive numerous pitches every day, highlighting the need for PR professionals to create pitches that truly stand. A pitch that resonates will help build long term credibility and trust with the journalist who you will probably have to work with more than once. By emphasising relevance, authenticity and understanding the local context, PR professionals can build stronger relationships with journalists and media outlets. This approach leads to storytelling that matters and coverage that resonates with the diverse audiences across South Africa.

The relationship between PR professionals and journalists is a two-way street, characterised mutual respect and understanding. As the industry evolves, so does this dynamic. Collaboration and transparency are key to foster a partnership that benefits both sides. PR professionals must be honest and uphold integrity in their dealings with journalists, with the intention of developing a relationship that is mutually beneficial.

In this digital-first world, the rise of social media and digital platforms has made communication instant resulting in a news cycle that never rests. &nbsp;Understanding and respecting media deadlines has become more crucial than ever, as timing can significantly influence the impact and relevance of a story.

PR professionals need to find the angle, develop narratives that resonate and establish solid connections in a world where attention is fleeting yet client opportunities are boundless.

Navigating the media maze, it’s important to remember that success is not measured solely by coverage but by the strength of our relationships. In an industry driven by connections, building genuine rapport with journalists is crucial to long-term success. So, let us embrace the challenges and opportunities that lie ahead, armed with insight, creativity, and a dash of charm. By doing this, we can all excel in media relations.

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Navigating the media maze from pitch to published

Tribeca has welcomed Tshegofatso (Tshego) Lebethe as an account director to lead the agency’s team that works on Eagle Intelligent Health and Pernod Ricard.

Tshego has a Diploma in PR &amp; Media Studies from Boston Media House, and over eight years of PR experience. She has worked across a range of clients, from technology to consumer, business-to-business and NGOs, and thrives on cultivating relationships, presenting innovative PR ideas, and elevating clients' brand narratives through strategic and creative PR.

On joining Tribeca PR, Tshego expressed excitement about the opportunity to contribute to the agency's 18-year reputation.

"Tribeca's commitment to excellence, its approach to PR and people-first ethos align with my professional values. I am eager to collaborate with the talented team and contribute to the agency's continued success," she says.&nbsp;

A milestone in her career journey to date is helping launch a campaign highlighting the creation of 100,000 jobs in collaboration with the Youth Employment Service (YES), earning recognition in the country's Presidential Newsletter.

"Tshego has a warm and welcoming nature that we believe will complement her team and the agency. We look forward to the year ahead as she shows enthusiasm and proactivity to not only meet but also exceed expectations," says Kelly Mossop, business unit director at Tribeca Public Relations.

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Tribeca welcomes Tshegofatso Lebethe as account director

Tribeca Public Relations (Tribeca) has announced the appointment of Valentia Nkosi as an account executive who brings a unique and fresh skillset to the team. With a strong foundation in media relations and a deep understanding of the intricacies of social media acquired through previous roles, she has emerged as a standout talent in the field.

Her background in communications across the ICT, telecommunications, financial services and business-to-business sectors, combined with established media relations across diverse industries, positions her perfectly for this role and ensures continued excellence in client service for her new accounts Vuma, Trellix, Webfleet and DFA Africa.

“We knew precisely what skillset we needed for this role, and Valentia met all the criteria. Her experience extends beyond conventional PR practices, making her perfect for this position and an asset to the Tribeca team,” says Kgotsofalang Mashilo, account director at Tribeca.

Tribeca appoints Valentia Nkosi as an account executive

Lamelle Pharmaceuticals, a proudly South African pharmaceutical company that produces highly advanced products for the pharmaceutical market, has appointed Tribeca to manage its communications portfolio.&nbsp;

At the heart of Lamelle Pharmaceuticals, in Johannesburg, is its laboratory where the magic unfolds. Led by co-founders Dr. Bradley Wagemaker and Tony De Barros, a team of skilled pharmacists develops and manufactures a range of pharmaceutical products to address a number of health needs, from infertility and skin health to Polycystic ovary syndrome.

“Lamelle Pharmaceuticals is known for pushing boundaries. We have a deep understanding of how the body works and our relentless drive to achieve results is evident in our world-class products. The same rings true for Tribeca. The agency’s knowledge of our industry and their results-driven approach to public relations, is why we partnered with them. Tribeca just gets us, the team fully understands our brand and how to put Lamelle Pharmaceuticals back on the media map,” says Suzana Martiradonna, marketing manager at Lamelle Pharmaceuticals.

“We see our partnership as a great opportunity to innovate, collaborate and achieve remarkable results together. We’re committed to supporting Lamelle achieve its business objectives by strategically positioning their brands to reach their target audiences through the most effective channels,” says Davina Malan, managing partner at Tribeca.

Local pharmaceutical brand – Lamelle - appoints Tribeca Public Relations

<a href="https://urlsand.esvalabs.com/?u=https%3A%2F%2Fwww.sapro.com%2F&amp;e=a4f999f5&amp;h=5657c165&amp;f=y&amp;p=n">SAPRO</a>, a global talent outsourcing firm specialising in advisory, assurance, and tax solutions, has appointed Tribeca as its PR and communications partner. Tribeca will play a crucial role in supporting SAPRO with both external and internal communications, encompassing media relations, stakeholder engagement, content and digital strategy development, as well as crisis management as the need arises.

Founded by South African co-CEOs Dario Grassini and Greg Maslov, SAPRO is based in New York and caters to a global clientele. The firm offers its under-resourced clients access to the expertise of custom-trained assurance, tax and advisory professionals across various jurisdictions worldwide.

"Tribeca has the right experience and expertise to help SAPRO navigate the ever-changing communications landscape, providing a highly effective always-on communications strategy," says Tribeca managing partner, Nicola Tarr. "By working closely with the SAPRO team, we aim to deliver impactful communication campaigns that resonate with their target audience, enhance brand awareness and drive tangible results.”

In recent years, Tribeca has expanded its service offerings to include a broader range of digital solutions, complementing its traditional PR services. This approach has allowed Tribeca to grow its portfolio of clients. These services include specialised influencer marketing, media training, and standalone content production tailored for social media, internal publications and various owned and shared platforms like websites, newsletter and internal publications.

"We found Tribeca to be the ideal partner to shape our narrative and effectively communicate through the most appropriate channels to reach our key stakeholders," says Cindy Beets, Global Head of Marketing. "Their reputation as an experienced strategic communications partner, along with their comprehensive range of services, will assist us to convey our brand's story, values, and key messages to our target audience, creating stronger connections and a deeper understanding of our offerings.”

SAPRO appoints Tribeca as its communications partner

Kgotsofalang Mashilo promoted to account director at Tribeca 

Tribeca has announced that Kgotsofalang Mashilo has been promoted to account director. This promotion is a testament to her outstanding contribution and dedication to the agency.

Kgotsofalang joined Tribeca just short of a year ago as a senior account manager and quickly rose through the ranks due to her fearless attitude, strategic thinking, natural leadership and unwavering commitment to delivering results for clients. In this new role, she will assume greater responsibilities in leading and managing client accounts, overseeing strategic direction and execution and mentoring her talented team.

“Kgotsofalang's promotion is so well-deserved. She has consistently demonstrated exceptional leadership skills, creativity and a passion for achieving outstanding results," says Nicola Tarr, managing partner at Tribeca Public Relations. “Her contribution has been invaluable to our agency, and we have every confidence in her to continue to lead and innovate in his new role.”

This promotion underscores Tribeca’s commitment to recognising and nurturing talent within the organisation. The agency believes that investing in its team members' growth and development is essential to providing the high-quality service that clients have come to expect.

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Kgotsofalang Mashilo promoted to account director 

YuLife, the tech-driven insurance company on a mission to inspire life, has appointed Tribeca to provide strategic communications support as the brand prepares to cement its presence in South Africa.

Over the years, YuLife has disrupted the insurance landscape by offering insurance that inspires life, prioritises meaningful employee benefits and ensures engagement. Through its usage of world-class technology, game design and behavioural science principles, YuLife has differentiated itself as a leading international InsurTech company and been named one of UK’s top InsurTechs and soonicorns. YuLife’s mission of protection and wellbeing every day, for everyone ensures that employees’ wellbeing is looked after holistically - encompassing physical, mental, social and emotional wellbeing.

Bernise Games, head of marketing SA at YuLife says, “We are excited to be working with an agency that doesn’t just have a stellar reputation but also has a track record of really understanding their clients’ needs and how to deliver on them. Everything about our interactions thus far tells us that this is the start of a long and beautiful relationship.”

Fresh off winning more than a dozen Prism awards, Nicola Tarr, managing partner at Tribeca Public Relations adds, “As a business that places employee wellness at the forefront of everything we do, this partnership is a match made in heaven. We are delighted to help YuLife South Africa continue to show the world that a holistically healthy and happy workforce is a productive one.”

Tribeca brings more than two decades' worth of expertise with finance and wellness clients.&nbsp; Both companies share a common vision of empowering individuals to lead healthier and more fulfilling lives and by collaborating, they aim to bridge the gap between insurance and wellbeing, fostering a deeper understanding of how personal wellness can directly influence professional success.

YuLife South Africa appoints Tribeca as its PR agency.

Rectron, an integrated ICT distributor has appointed Tribeca&nbsp;as its public relations partner.

Rectron selected Tribeca as its new PR agency to enhance its brand visibility, strengthen communication with stakeholders, and drive engagement across various platforms. With a track record of 28 years in the technology sector, Rectron has consistently demonstrated its commitment to delivering innovative solutions to resellers, system integrators, managed services providers, e-tailers, and retailers throughout Southern Africa.

"In today's fast-paced digital landscape, it's important we work with a communications agency that understands the rapid evolution of technology and the sectors it impacts. We believe we've found that partner in Tribeca. Their experience and reputation for strategic communications align with our business and culture, reflecting their ability to navigate the evolving media landscape," says Sethabile Myeni, head of marketing at Rectron.

By partnering with Tribeca, Rectron aims to showcase its extensive range of products and services, catering to small and medium enterprises, consumers, and corporations across Southern Africa.

"We're proud to announce our partnership with Rectron, a forward-thinking leader in technology solutions. As its newly appointed PR agency, we look forward to amplifying its offerings and enhancing its brand presence," says Davina Malan, managing partner at Tribeca. “As a business that also puts it’s people first, we knew this partnership would be right fit for us.

Rectron appoints Tribeca as its public relations partner

Keneilwe Motshabi has joined Tribeca Public Relations (Tribeca) as an account manager, working with an established team and clients including Eagle Intelligent Health, Malan Scholes Attorneys and Saab.

With seven years PR and journalism experience, Keneilwe brings valuable knowledge and expertise to the team. She is passionate about writing and takes pride in her exceptional and proactive media relations skills and approach.

“It’s been a pleasure getting to know Keneilwe during her onboarding at Tribeca. She is a confident, valued and fantastic addition to the team. She’s hit the ground running by identifying and securing strategic media opportunities and always shows enthusiasm to learn new skills, perspectives and business acumen” says Kelly Mossop, senior account director at Tribeca Public Relations.

“Joining a new agency can be daunting but everyone has made me feel welcome and appreciated already. I’m really looking forward to sharing my passion for strategic communication and media relations coupled with my extensive writing experience to our team and my clients." says Motshabi.

Tribeca welcomes Keneilwe Motshabi

Eagle Intelligent Health, developers of a new <a href="https://eih.onelink.me/LyE2/mrcfa4pz">secure telehealth app</a> that provides access to quality healthcare and telemedicine services, has appointed Tribeca Public Relations (Tribeca) as its public relations agency.

The partnership between Eagle Intelligent Health and Tribeca aims to increase awareness of the benefits of telehealth in South Africa, and highlight the app’s AI technology and functionality as a solution to anyone in need of convenient and quality healthcare.

Telehealth is a growing global trend that has accelerated over the past three years and continues to do so. It has become increasingly popular in South Africa, where access to quality healthcare remains a significant challenge.

The Eagle Intelligent Health app enables users access to telehealth services, regardless of their location. &nbsp;The app is free to download and sign up is easy and fast. With access to free telemedicine video visits during its limited launch period, it is a solution for people who usually spend extra time and money getting to a clinic or hospital. In addition to quickly accessing medical consultations with South African doctors, users can get digital prescriptions and sick notes sent to their mobile phones from their healthcare session.

“Working with a team that is passionate and driven to help as many people as possible through the use of technology is personally and professionally rewarding. We are excited to be able to communicate Eagle Intelligent Health’s intention to provide quality, affordable healthcare, and encourage as many South Africans as possible to download the app and try it out for themselves while consultations are free during the launch period,” says Kelly Mossop, senior account director at Tribeca.

For more information about the app, please watch the following video: <a href="https://www.youtube.com/watch?v=u9avYgGAaDA">https://www.youtube.com/watch?v=u9avYgGAaDA</a>. To download the app, click <a href="https://eih.onelink.me/LyE2/mrcfa4pz">here</a>.

Eagle Intelligent Health appoints Tribeca Public Relations

Tribeca Public Relations (Tribeca) is celebrating its impressive haul of awards at this year's PRISA PRISM Awards. The agency proudly won 13 sought-after awards, comprising four Gold, eight Silver, and one Bronze award in recognition of excellence in public relations and communications services for its clients.

This marks the 17th consecutive year that Tribeca has won PRISA PRISM Awards, proudly continuing its winning streak from 2006 when the company was started. Tribeca also broke its own record for the total number of PRISA PRISM awards won in a single year.

“Hearing Tribeca’s name called again and again for all those awards was nothing short of moving,” says Nicky James, co-founder and managing director of Tribeca. “It’s a testament not only to the strong, meaningful work we do for our clients, but the commitment and creativity of our talented teams. I couldn’t be prouder of our consultants or grateful to our clients who place full trust in us with their brands and businesses.”

The PRISA PRISM Awards are a celebration of effective public relations campaigns and the consultants who make them possible, in recognition of work that successfully fuses strategy with creativity and professionalism to achieve the best communications and business objectives.

Tribeca’s 13 PRISA PRISM awards were as follows:

Four Gold PRISA PRISMs for

<ul>
	<li>Gogos with Vuma - NGO/NPC campaign</li>
	<li>Gogos with Vuma - Community Relations</li>
	<li>Gogos with Vuma - Technology</li>
	<li>Torsa launches in South Africa - Business-to-Business</li>
</ul>

Eight Silver PRISA PRISMs awarded to Tribeca for

<ul>
	<li>Gogos with Vuma - Corporate Citizenship</li>
	<li>LEGO: Ever-changing Play (Launch of Play Well Study stats) - Consumer PR for an existing product or service</li>
	<li>LEGO: Ever-changing Play (Launch of Play Well Study stats) - Arts and Entertainment</li>
	<li>Profitroom launches in South Africa - Corporate Communications (Business to Business)</li>
	<li>Profitroom launches in South Africa – Technology</li>
	<li>Profitroom launches in South Africa - Business-to-Business</li>
	<li>Pernod Ricard: The Press Room - Internal stakeholder engagement and communication</li>
	<li>Pernod Ricard:&nbsp;The Press Room - Publications</li>
</ul>

One Bronze PRISA PRISM for

<ul>
	<li>Torsa mines opportunity in South Africa - Resources</li>
</ul>

“In addition to the valued industry recognition these awards afford us, maintaining this winning streak has supported Tribeca in becoming an employer of choice among talented individuals who want to be part of an industry-leading team,” she says.

“Being consistently recognised for our work in the industry by an esteemed body like PRISA has also contributed greatly towards Tribeca retaining clients who feel safe in our hands, not to mention placing us top of mind among potential clients in the market for an effective public relations partner. Thank you to our brilliant and talented team, our incredible clients and PRISA for this honour.”

Tribeca raises the bar, secures 13 PRISA PRISM Awards

Nicky James, managing director, Tribeca Public Relations

Crises can be unpredictable, impacting businesses of all sizes and industries. However, the approach to crisis management today has undergone a significant transformation compared to two decades ago. While the response principles remain the same, the time in which to respond, and the tools available have drastically changed.

In the early 2000s, which is when I ventured into the world of public relations, businesses had more time to respond to crises because of the lack of technological and digital advancements that we enjoy today. Communication channels were limited, as was immediate information sharing. However, from Threads and TikToks going viral to memes and the metaverse, digital technology has changed the game entirely for both agencies and their clients.

The speed at which information is distributed and shared online and on social media requires a heightened level of preparedness from communications professionals to effectively mitigate a crisis before it unfolds – to essentially plan for and manage tomorrow’s PR crisis, today. This is easier said than done and requires proactivity, detailed planning, and careful execution.

In my experience, proactivity and honesty are the foundation of effective crisis management, which is why it is essential for PR agencies to work closely with their clients to identify business vulnerabilities and risks upfront. This allows PR teams to develop a strategic crisis plan that outlines key stakeholders, appropriate spokespeople, and step-by-step protocols for managing various scenarios – with careful emphasis on scenarios that could play out on social media platforms. Having a well-prepared crisis handbook will also ensure a swift and coordinated response if the unexpected occurs.

The last place a business wants to find itself is on the receiving end of a social media uproar because it was simply unaware that a crisis had been unfolding and gaining traction online – in times of crisis, the narrative surrounding an event can quickly become uncontrollable. This is why it is so essential for communication agencies to monitor online conversations and news feeds vigilantly to swiftly identify and address issues.

While businesses often fear social media or going viral for the wrong reasons, social media can also work in a business’ favour, presenting a powerful tool during a crisis. In fact, social media has transformed the way an event develops and is managed during times of crises as it allows businesses to distribute accurate information quickly, correct any inaccuracies, and demonstrate transparency and honesty, which consumers value more today than ever before.

While the crisis comms landscape has evolved, some things never change. In times of crisis, we still advise clients to take ownership of and responsibility for the situation, to be open and available, and to tell the truth and tell it fast. We advise them to provide a clear plan of action to rectify the situation. All of this helps in preserving their reputation; transparent communication builds empathy, and stakeholders are more likely to support a business that is honest and accountable.

The ideal outcome of a crisis is for all affected parties to feel heard, and for the issue to be resolved quickly and fairly. Once this has been achieved, a post crisis analysis should be conducted to assess the effectiveness of the crisis management strategy, and of course to identify areas for improvement.

PR agencies take on a critical role in crisis management, guiding their clients through challenging times while safeguarding their reputation and public image. By proactively anticipating potential crises, employing digital tools to monitor social media and the web, using social media for transparent and real-time communication, and encouraging open dialogue, they can ensure their clients navigate turbulent waters and emerge more robust and resilient than before.

Tell the truth and tell it fast: Crisis communications in an 'always-on' world

Tribeca&nbsp;has welcomed Regomoditswe (Rego) Kobe to the team as an account director. She is responsible for overseeing the strategic direction and implementation of PR campaigns for clients including Eaton, the South African Institute of Professional Accountants (SAIPA), Bestmed Medical Scheme, and Saab, as well as new business across industry sectors.&nbsp;&nbsp;

Rego works with and manages a growing team of career-driven (all-female) consultants, supporting, guiding and counselling each person to achieve measurable results on behalf of clients and further develop their skills in offering exemplary client service.

With over eight years’ experience in public relations, Rego has built a versatile career for herself working across clients including Cliff Dekker Hofmeyr, Metropolitan, and SITA.

She describes herself as a forward-thinking communications and PR professional offering strategic client liaison and brand collaboration, highlighting that she values a strong client-consultant relationship.

“Rego is a friendly and passionate person, and an all-round team player, who wants the best for her clients and her team. We believe she is a valuable asset to the team and agency, and look forward to helping her reach new goals in your career,” says Kelly Mossop, team leader at Tribeca Public Relations.

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Regomoditswe Kobe joins Tribeca 

Juliette Verhoog has been promoted to account director at Tribeca Public Relations (Tribeca), having joined the agency in September 2019. Her promotion recognises her commitment to maintaining a standard of excellence in client service, as well as exemplary team management over the last three years, particularly in her mentorship her team members.

She has provided strategic consultancy to some of Tribeca’s largest accounts, including LEGO™ South Africa and Logitech, conceptualising and executing award-winning campaigns and earning international recognition and awards for her clients.

“Juliette's promotion is so well deserved. She has demonstrated excellent leadership qualities through her dedication to client service and experience, her patience and empathy towards her team and colleagues, and the positive energy that she brings to the agency. We look forward to watching Juliette excel in her new role,” says Davina Malan, managing partner at Tribeca.

Tribeca promotes Juliette Verhoog to account director

Tribeca has once again ranked in the Top 5 in the PRovoke Media <a href="https://www.provokemedia.com/events-awards/sabre-awards/sabre-awards-africa/2023-winners">Best Agencies to work for 202</a>3 in EMEA (non-UK), and is the only African agency in the 2023 achievers.

The Best Agencies to Work For awards are given to agencies in the EMEA region that prioritise creating a positive and productive workplace culture and environment for their employees. The awards are based on a comprehensive review process that is driven by employee feedback.

According to Nicky James, managing director and co-founder of Tribeca, the agency's people-first ethos has been the foundation of its success for the past 17 years. This ethos remains a top priority for Tribeca, and the agency is committed to ensuring that its employees have a healthy work-life balance.

Tribeca provides support for its team's academic advancement, internal and external training, diversity and inclusion initiatives, psychosocial support, and generous leave allocations. The agency also prioritises having fun together with regular fun teambuilding activities and offsites held through the year.

Tribeca also&nbsp;recently won a PRovoke Media SABRE Awards Africa gold award for the launch of Profitroom in South Africa in the B2B marketing category. This award highlights the agency's consistent approach to producing strong public relations campaigns that make a measurable contribution to clients' bottom line, reputation management, and awareness.

James is proud of the team's recent achievements and believes they demonstrate the impressive results that can be achieved through a team effort and a focus on the fundamentals of strong public relations.

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PRovoke Media ranks Tribeca in Top 5 Best Agencies to Work for in EMEA

By Nicola Tarr, managing partner at Tribeca Public Relations

Influencer marketing has become an essential part of many brands' marketing strategies. While it can be an effective way to reach new audiences and drive sales, many brands make the mistake of using influencers as a short-term advertising channel instead of building long-term, always-on relationships with them. This can lead to ineffective campaigns, poor ROI, and missed opportunities.

Rather than investing in building meaningful relationships with influencers, many brands view them as just another advertising channel, like a billboard or a TV ad. They pay influencers to post a few sponsored posts for a specific campaign or promotion, hoping to see a quick return on investment, but fail to understand that influencer marketing can have a much greater impact if used as a long-term strategy.

Influencers who have built long-term relationships with a brand are more likely to be authentic in their promotions and endorsements. They have built a deeper understanding of the brand's values, products, and messaging, which makes it easier for them to create content that feels genuine and resonates with their followers.

Long-term relationships between brands and influencers help to build trust with their followers. When an influencer promotes a brand over an extended period, their audience begins to see them as a reliable source of information about that brand. This can lead to increased brand loyalty and customer retention.

Influencers who are genuinely passionate about a brand, a topic, or cause are also more likely to produce authentic content that resonates with their followers. This content can continue to drive engagement and sales long after the initial campaign has ended. Whereas short-term campaigns often result in once-off posts that don’t create lasting impact or brand recall.

A huge benefit to brands that work with influencers over time is that they can co-create content and campaigns that are more engaging and effective. This is because influencers have a deeper understanding of their audience and what resonates with them.

Meaningful, and well-managed relationships between brands and influencers create authentic content, gain valuable insights, and increases brand loyalty. Rather than taking out billboards, brands should focus on building lasting relationships with influencers to drive long-term success.

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Brands need to prioritise long-term influencer partnerships

Zweli Mokgata, head of content at Tribeca Public Relations

As someone who spent a significant portion of their career in the newsroom before transitioning to the world of public relations as a writer, I have gained valuable insights into how PR consultants can effectively engage with media.

For eight years, I worked at one of South Africa's top media organisations, contributing to various newspaper and magazine titles. I witnessed first-hand how journalists hustled from one assignment to another, all in an effort to break a story on time. Our editors, sub-editors, and reporters were all laser-focused on one word: Splash.

In print media, a "news splash" refers to the lead story on the front page of the publication. General news is highly competitive, and multiple factors contribute to a story's newsworthiness. This is something I quickly realised was essential to the public relations industry, albeit under a different name: "earned media."

Based on my experience in the newsroom, here are my recommendations to catch a journalist's attention and secure media coverage:

Write with the reader at the centre of the story 

Inside the newsroom, it was clear from the first paragraph whether a story sent to us by an agency would be used or not; it had to resonate with our readers. Writing for a news publication and writing for agency clients are very different. The briefs differ, and what is perceived as "news" often varies. The amount of detail also differs, which is why press releases are never used verbatim in the newsrooms where I worked. Always consider the reader. If you believe that the reader, like you or me, would want to read it, chances are that the editor will want to read it as well.

Facts over feelings

I came across so many releases where the client’s first quote was included in the second or third paragraph and began with the words, "We are very excited/pleased/happy...". Whether it was because of a spokesperson's insistence or an accepted practice in communication teams, this opening line can waste precious time for journalists who are constantly racing against the clock. They may skim past this line and move on to the next email. To make sure your news release grabs their attention, put all the important facts upfront in the first few paragraphs. Move quotes from spokespeople or individuals three to four paragraphs down, ensuring they offer unique and meaningful insights while maintaining a human voice. This simple solution can make a big difference in getting your news release noticed.

The eight elements of newsworthiness

Most storytellers understand that the ‘Five Ws and H’ (who, what, where, when, why, and how), are the basic building blocks of reporting on news, but it was always surprising to note that even some people working in newsrooms did not know the elements of newsworthiness (the eight news values). These are: impact, timeliness, prominence, proximity (close to home), conflict, novelty (unexpected), timeliness (current), and human interest.

While not every story can include all eight of these elements, a story is typically more compelling and impactful when it contains more of them, such as by providing additional information, greater significance, or a more surprising or shocking angle. I use these values when writing for our agency clients now and it makes a bigger impact on the stories we tell.

Learn the news cycle

Every news outlet, whether it is print or online, a radio or a television station, follows its own production schedule. For instance, a weekly news magazine such as Financial Mail might have one weekly "diary meeting" with various deadlines per section, whereas a daily newspaper editorial team conducts diary meetings every morning, which can be quite stressful. The submission of copy occurs at various times, and the amount of time allocated for story development depends on several factors. An investigative piece might be given weeks for research, while a standard report on company results may only receive a few hours. To ensure that your content is submitted on time, it is essential to ask your media contacts about their deadlines.

Know who you’re pitching to

Pitching a story can be challenging, especially for a junior consultant speaking with a more experienced media person. However, effective salespeople know that a good product will sell itself. Therefore, it's crucial to take the time to create a high-quality product when 'selling' a client story. To do this, identify the most relevant media outlets and invest time in reviewing their past stories and issues of the publication. If the story aligns with their focus and you've effectively conveyed it in your email and phone pitch, the journalist is more likely to respond.

As someone who has worked in a newsroom, I am grateful for the opportunity to now guide our PR teams in identifying newsworthy stories and developing relevant angles for specific publications. Since the two disciplines are closely intertwined, it's essential for PR consultants to have a deep understanding of how newsrooms operate, so they can effectively assist their clients in securing coverage with the right journalist and publication.

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Lessons from the newsroom for PR consultants

Tribeca has appointed two account managers, Mbali Khumalo and Tshegofatso Mashala, bringing fresh talent and personalities to its agency teams.

“We love welcoming new talent to our team, and Mbali and Tshegofatso both bring unique value and contemporary PR expertise to our agency,” says Nicky James, managing director at Tribeca. “We look forward to supporting them grow and flourish in their new positions.”

Khumalo has a background in B2B, corporate and social responsibility PR consulting, having managed

media relations among other related tasks, but earned her PR stripes as an intern and later account executive at a global PR agency. The portfolio of clients that she will now be looking after and working with include Eaton, SAIPA, Pernod Ricard South Africa, Bestmed Medical Scheme and Saab Grintek Defence.

Mashala joins Tribeca from a well-known sports and entertainment marketing agency, where she worked on a range of consumer clients, including Nedbank, Sasol and Telkom. Her portfolio of clients comprises The Capital, Cathay Pacific, Sony, Teljoy, EcoFlow, SAPRO, Respublica and Cipla.

“Joining Tribeca has been nothing short of fulfilling. I’m excited to be a part of such a dynamic and people-centred agency. I look forward to continuing to grow as a public relations practitioner and I’m eager for what lies ahead on my journey here,” says Khumalo.

Tshegofatso says, “I’m so grateful to have joined team Tribeca! I had been watching the agency from a distance and always admired their work, culture, and people-first approach. I’m looking forward to growing in my role and learning from the best practitioners and leaders in PR.”

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Tribeca appoints two account managers

A breakfast date never hurt anyone

By Onela Mafu, account manager at Tribeca Public Relations

When PR consultants think of media relations, they often think “Let me send this journalist a press release, fingers-crossed they’ll be interested in publishing it.” Unfortunately, it’s really not this easy nor this simple.

Media relations goes beyond simply sharing content and hoping the journalist will give you that much needed piece of coverage for your client. As PR pros, our relationships with media are essential.

With the ever-shrinking media pool in South Africa, it has now become imperative that PR professionals have trusted contacts in the media world. However, cultivating a positive, reciprocal relationship with media can be challenging because relationships don’t happen overnight. It is process that takes time, dedication, effort, and most of all research to understand exactly what type of content they and their readers are interested in.

As a PR professional who has been in the industry for six years (and counting), here’s some advice for those looking to build long-lasting relationships with our media:

Check-in regularly – Media aren’t just individuals who write stories or publish your press releases, they are people too. Believe it or not, they go through tough times just like any of us. They may not see your release or interview pitch because they might be off sick, on holiday or tending to a sick parent or child. The reality is that your release probably got lost among the hundreds of mails they get daily. If you have a relationship with them and are known to send relevant, newsworthy content, chances are they will see your email and read it.

Set up breakfast dates and get to know them – Breakfast doesn’t break the bank and hey – this is the most important meal of the day after all. Setting up a breakfast or coffee date is a great way to get to know a journalist, their beat and their interests. It isn’t too much pressure and will allow for conversation to flow naturally in a casual setting.

Don’t spray and pray – you’ve heard of the spray and pray approach to sending out a release. You’ve also been told you shouldn’t do this. So why are you still doing this? I know that we are under pressure to secure earned coverage for our clients, but sending a release out to hundreds of media contacts in the hope you’ll land five pieces of coverage has many drawbacks. You will irritate media who your content is irrelevant to, you will ruin chances of securing future content with them if you’ve annoyed them in the past, and you are at risk of ruining your client’s reputation too. Understanding the media and the publications they write for means you only need to send them content you know they could publish.

Ask them how you can help them as opposed to how they can help you - The main goal is for PR professionals to be useful to journalists. This means that you should be their go-to for help, reliable insights and assist them whenever and wherever. You need to develop a habit of building your client’s brand by sometimes reaching out to the journalist and checking if there’s anything they require. Don’t expect the media professional to publish your release word for word, sometimes they require insights from a professional from a specific industry. Adopting the habit of sharing such information will help position you and your client as ongoing sources of reliable information.

Do your research – Have you ever sent a press release and received a response from a journalist asking you to remove them from your media list? I have. Thanks to the world of social media, we are now able to gain insights about media through platforms, such as Instagram, Twitter or LinkedIn. Also make use of platforms, such as <a href="https://muckrack.com/">MuckRuck</a>, to uncover what the journalist’s interests are and what they’re currently covering, before you connect with them.

In the end, a commitment to building media relationships can secure greats results for you and your clients. Regardless of the stage of your PR journey, the relationship you have with media should start early and always remain a top priority.

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Media relations goes far beyond sending a press release – it is all about relationships

Tribeca has welcomed two account managers to the team, Bongekile Nkomo (account manager) and Kgotsofalang Mashilo (senior account manager).

Bongekile joins the Tribeca team that supports the technology sector namely Epson, Profitroom and Logitech G. She brings five years’ experience to the team having previously worked with Uber, Absa, Boston Consulting Group and Vodacom.

Kgotsofalang brings her corporate background to her team with experience on brands such as Hello Paisa, Malaicha.com, Mixcorp, Vision Works and Veer Steel Mills. Her team provides communications support for Vuma, Trellix, Webfleet Solutions and DFA.

Tribeca managing director, Nicky James says, “It is always humbling to be able to add such capable and passionate consultants to our growing team. Both Kgotsofalang and Bongekile exemplify what it means to be a Tribecan through their work ethic, compassion and dedication to excellence. We can’t wait to see them grow and flourish in their careers here.”

Two account managers join team Tribeca

The South African Institute of Professional Accountants (SAIPA), a leading and digitally transformed Professional Accountancy Organisation (PAO) in South Africa, has appointed Tribeca as its PR and communications partner.

Tribeca will support SAIPA with external and internal communications including but not limited to media relations, stakeholder engagement, content and digital strategy development to grow the company’s online presence and engagement, as well as crisis management should the need arise.

With over 15,000 members and 40 years in the profession, SAIPA represents qualified accountancy and finance professionals including accountants and tax practitioners in practice, commerce and industry, academia and the public sector.

“Tribeca has the relevant experience and a passionate team to support SAIPA with an effective always-on PR and communications strategy,” says Kelly Mossop, Account Director at Tribeca Public Relations. “We hit the ground running following the procurement process and, aside from working extremely well with the SAIPA marketing and executive team, we believe that the Institute’s services and member support has a positive impact on society.”

Having expanded its service offerings in 2020 to include a wider range of in-demand digital offerings related to its long-standing PR services, Tribeca continues to grow its portfolio of clients looking for contemporary, creative approaches to PR and beyond. This includes influencer marketing services, media training, and standalone content production for social media, newsletters and websites.

“Tribeca stood out, not only for its reputation as an experienced strategic communications partner but also for its ability to offer a diverse range of services in support of traditional PR activity,” says Rochelle Bates, Marketing and Communications Manager at SAIPA.

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SAIPA appoints Tribeca PR as its communication partner

Having happy, open and lasting client relationships not only benefits your long-term relationships with them, it is also much more gratifying for you personally.

Below are some recommendations I’ve tried and tested over the years to build and maintain great client relationships:

Get off on the right foot

-For some clients, just doing your job, and doing it well, is good enough for them. Others may want to get to know their team better, opening up about their (and your) families, social lives and pets. To see which is a better fit, don’t rely on email communication alone – find moments to build your relationship by having real conversations. If something can be answered quickly over the phone, don’t be afraid to make the call.

-Caring about your clients and their businesses should shine through in everything you do.

Knowledge is power

-Make it your business to know everything you can about your client and the industry in which they operate. This must come across in your consultancy to them and to media you engage with on their behalf.

-Understand their business objectives and how everything you do for them should help them achieve these objectives.

-Client-agency relationships must be based on a partnership if both sides are to succeed. How can you help someone accomplish their objectives if you don’t understand their business, brand or market?

Listen – really,&nbsp;really&nbsp;listen

If you are a great listener, you’ll know that people give you clues all the time about who they are, their preferred communication style and what they want from you.

-Be aware of tone changes in your clients’ communication and adapt your style and tone when responding .

-Put yourself in your clients’ shoes when communicating with them.

-Don’t respond to requests, questions or queries if you’re sick, distracted, driving, or in a mood.

-Be present, be professional, and always pay attention to what your client needs.

If you mess up – own up

Mistakes happen to everyone. What really matters is what happens after the mistake has been made.

-Don’t knee-jerk or overthink it – get yourself together, talk to your team, and prepare for the conversation to explain how you plan to fix it.

-Never have difficult conversations with clients over email – phone them or meet face to face.

-Learn the art of an apology: your client will respect you for (wo)manning up and owning the mistake. Be brave and stick to the facts, and if it helps, sound board the conversation with your team first.

The art setting clear account deliverables

-It’s so important to understand your scope of work, and that (most) clients will always try to get more from your team.

-Set up your account scope early in the relationship as it establishes clear expectations. This also makes tough discussions like proactively managing overservicing or making adjustments to account deliverables easier as they are already laid out.

-Avoid setting a precedent by overservicing beyond your initial onboarding phase, because it’s just easier or you have set an unclear expectation.

-If the request is out of scope, there are ways to say no politely by offering an alternative solution instead. For example, if your client asks you to do something at month end, and you know that you have already over-serviced for the month, you can let them know that you will prioritise this activity for the beginning of the following month.

Dealing with (very) difficult clients

In the case of a difficult client, someone who is really hard to please or make happy, it helps to put yourselves in their shoes to understand where they’re coming from.

There could be external pressures you’re unaware of, so you unfortunately become their punch bag. Practice empathy in these cases, because one day you could be in the same boat.

-Smile and be happy even though you may want to yell into a pillow – always be the better person.

-Shower them with love and kindness.

-Be more visible and don’t hide behind email communication to avoid conversations.

-Never respond emotionally. Take a deep breath and respond when you’re rational.

-Practice positive affirmations, especially when you’ve done your best.

To ensure your clients remain happy, loyal to your agency, and continue to trust you with their business, plan to make happy clients the norm instead of a pleasant surprise.

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The secret to happy clients

Tribeca recently welcomed two new members to its content team, Zweli Mokgata as head of content and Yolisa Mkele as a content account manager.

The two seasoned journalists join experienced content strategist Sumaya Ismail, to drive the agency’s content development growth ambitions, including the delivery of traditional writing services as well as specialised, digitally-enabled projects in an evolving media landscape.

Zweli, who returns to Tribeca after working in the agency between 2016 and 2019, brings a depth of financial journalism experience, having written for leading business publications like Business Day, Financial Mail and Business Times, as well as years of agency exposure. Yolisa has almost 10 years as a wordsmith, most of that time being spent writing for the Sunday Times as a lifestyle journalist, along with several online publications and agency time.

“As Tribeca embarks on a new wave of growth, we are excited to bring in new energy of diverse writing backgrounds and styles,” says Tribeca managing director, Nicky James. “With the strong journalistic backgrounds that Zweli and Yolisa bring, we are looking to offer more than just a writing service to our clients, but an insightful news advisory and media analysis function, elevating their brands through content that audiences will find compelling.”

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