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

According to the institute, 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," Tshifure 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, in order 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," Tshifure added.

Tshifure highlighted that under a new government of national unity, it is crucial for PRISA to adapt and meet upcoming challenges and opportunities, as the role of PR and communications practitioners will become even more important in publicising policies and promoting our country as an investment hub and tourist destination.

According to the institute, Tshifure has held various leadership roles, including:

  • president-elect of PRISA
  • vice president of the Pan African Media Research Organisation 
  • non-executive director for the Sovereign Africa Rating, and
  • non-executive director of the South African Reading Foundation. 

Tshifure was also head of public affairs at Razor PR, M&C Saatchi Group South Africa, among others. He has successfully led strategy execution, effectively managed crises and collaborated with different stakeholders and businesses across SADC, East African and West African countries, the institute adds.

According to the institute, 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," Tshifure.

PRISA adds that 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 the Tshwane University of Technology. 

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