How South African brands can modernise PR by blending traditional credibility with digital agility.
For many South African businesses, Public Relations (PR) is still seen as a traditional discipline, focused mainly on press releases, media briefings and event sponsorships. While these tools remain relevant, the country’s rapidly evolving communications landscape demands a more integrated or “tradigital” approach by seamlessly combining the credibility of traditional PR with the speed and reach of digital platforms.
Why? Because reputation today is shaped instantly and continuously. A viral tweet or TikTok can damage a brand’s reputation as much as, if not more than, a prime-time TV interview gone wrong. Unlike traditional media, digital content spreads instantly, lingers online indefinitely, and is amplified by memes, reposts and algorithms. This makes reputation more complex, yet also more rewarding when managed strategically.
The good news? Moving from traditional to digital-first PR doesn’t require a dramatic overnight transformation,
Here are five practical strategies South African businesses can implement today:
1. Turn press releases into multi-platform stories
A press release on its own is no longer sufficient. In 2025, every announcement should be repurposed across multiple digital platforms for maximum reach.
Practical steps:
● Turn highlights into LinkedIn thought-leadership articles to position executives as experts.
● Create infographics for Instagram, Facebook, and other visual first platforms.
● Repackage key quotes into short, shareable posts for X (Twitter) or Threads.
● Produce 30-second TikTok’s, reels or audio snippets that break down the story in simple, engaging language.
This multiplies the impact of a single announcement, ensuring it reaches diverse audiences at little additional cost.
2. Leverage data and analytics for PR impact
Traditional PR once measured success in media coverage volume. Digital PR allows businesses to measure real impact, reach, engagement, sentiment, and conversion rates.
Practical steps:
● Track media mentions parallel with website traffic, click-through rates, and video watch times.
● Leverage tools such as Google Analytics, Meta Business Suite and Brand24 for accurate, real-time monitoring.
● Develop monthly PR dashboards that demonstrate business value, not just coverage.
This data-driven approach makes PR more measurable, accountable and firmly positioned as a strategic business driver, rather than a publicity tool.
3. Prioritise social listening and community engagement
South African consumers are exceptionally active on social platforms such as Twitter (X), TikTok and Facebook. Ignoring these conversations leaves a vacuum competitor or critics will quickly fill.
Practical steps:
● Track trending hashtags in your industry (e.g., #Loadshedding, #BuyLocal) to keep up with shifting public sentiment.
● Address customer concerns in real time, before they escalate.
● Amplify positive user-generated content (UGC) to humanise your brand and build trust.
Brands like Nando’s, with witty real-time responses, and Capitec, through transparent, consistent customer engagement, demonstrate how digital responsiveness protects reputation while amplifying campaigns.
4. Blend PR with Influencer Marketing
Across South Africa, both micro and macro influencers are shaping conversations in finance, lifestyle, food, fitness, and even public policy. Traditional PR focused on journalists, but today influencers function as credible media outlets.
Practical steps:
● Partner with micro-influencers in your niche; they drive stronger trust, higher engagement, and are often more cost-effective than celebrity endorsements.
● Co-create authentic campaigns that spotlight your brand’s values and community impact, rather than focusing only on products.
● Recognise that today’s consumers form “parasocial” bonds with influencers and brands, often trusting these connections more than traditional advertising.
● Align influencer collaborations with press and media strategies to maximise impact.
Case in point: Nedbank has partnered with financial education influencers to simplify money conversations online, complementing its traditional PR efforts.
5. Invest in owned media channels
Depending solely on media gatekeepers is risky. Relying only on journalists is risky. Brands need to control their narrative by strengthening their own media channels.
Practical steps:
● Maintain an SEO-optimised company blog that consistently publishes valuable, searchable content.
● Leverage YouTube or TikTok for behind-the-scenes storytelling, giving your brand a relatable and human voice.
● Build an opt-in email newsletter to engage stakeholders directly without reliance on third-party platforms.
Owned media guarantees your message reaches audiences, even if traditional outlets pass on it, while building long-term credibility and search visibility.
The Bottom Line
South Africa’s PR landscape is evolving rapidly. Businesses that want to remain competitive must adopt integrated strategies blending traditional credibility with digital agility. From repurposing press releases to harnessing influencers and investing in owned media, this transition is both practical and powerful.
At its core, PR remains about building trust. Today, that trust is not only earned in newsrooms and boardrooms, but equally in TikTok comments, LinkedIn discussions and WhatsApp communities.
If you’re ready to explore which digital tools can give your brand an edge, connect with Hlengani Associates today. Transforming your communications from traditional to “tradigital” can elevate your reputation, deepen customer relationships and drive long-term growth.
