Public Relations (PR) is the art of shaping perceptions, building credibility, and managing reputations in an ever-evolving digital landscape. It requires strategic communication, crisis management, and a deep understanding of audience engagement. At the forefront of this dynamic industry is Jacob Mohlaka, an experienced Account Director and founder of Sithelo Media. Jacob has built a career rooted in storytelling, brand positioning, and impactful campaigns.
From the Hood to the Boardroom: A PR Journey
Jacob Mohlaka never planned to work in public relations. In fact, he didn’t even know what PR was until he was already studying it. “I’m a shy, quiet guy, and people in the industry say that a lot about themselves, but for me, it’s the truth. Most of us aren’t as ‘out there’ as we’re perceived to be,” he says.
Growing up, Jacob never thought about a career in media or communications. In his community, the mindset was simple: finish school, find a job, and that’s your life. But deep down, he wanted more. “Thanks to my mother, Sephina, who was always on my case about education, I ended up at UNISA,” he recalls. His first instinct was to study Travel and Tourism, inspired by his sister, or IT because of his love for computers. Business Management was also an option, but somehow, he found himself in Human Resources.
That didn’t last long. “HR wasn’t for me—too many laws and acts to memorize,” he laughs. His attempt to study Travel and Tourism ended in disappointment when a so-called bursary turned out to be a scam. But in 2010, while visiting a friend at her school, fate intervened. “Some guy was there, selling PR—basically PR’ing PR—and I was hooked,” he recalls. “I wasn’t even there to explore courses, just to see my friend. But the way he spoke about PR’s versatility, its connection to media, and its power in shaping perceptions—it clicked.”
Even after enrolling, he admits he had no idea what PR really was. It wasn’t until his second year, when he started helping other students with their assignments, that it all made sense. “That’s when I truly saw how brands operate from a strategic perspective, and I fell in love with it,” he says.
A Career Built on Strategic Storytelling
Jacob’s career in PR has been anything but predictable. He has worked with some of the biggest brands, executing campaigns that put his name in major boardrooms—even overseas. “I’ve had the privilege of working with incredible people and brands, and I’ve executed campaigns that earned my name a spot in spaces I never imagined,” he shares.
Winning awards as an independent consultant is one of his proudest achievements. “I had entered awards before while working at agencies and never won, not even a bronze. But today, I can proudly say I’m an award-winning PR professional as a freelancer,” he says.
His work with brands like MTN, Kellogg’s, and Hello Paisa has been transformative. “We pulled off massive campaigns, including flying over an MTN helicopter in the CBD (MTN Taxi Rank) to launch a summer campaign. Leading Kellogg’s 100-year celebration in South Africa was another milestone,” he explains. “And handling PR for the South African Music Awards nominee announcement (SAMA30) was an incredible experience, balancing legacy storytelling with modern engagement strategies.”
One of his most fulfilling projects was with the Mlungisi Nkosi Maths and Science Centre. “We partnered with a cinema outlet to allow learners to watch math and science lessons on the big screen. It was groundbreaking, and it’s projects like these that fuel my passion,” he says.
The Power of PR in Building and Protecting Reputations
Public relations is more than just media coverage—it’s about crafting narratives and shaping perceptions. “PR is all about positioning a brand in the market. It requires consistency in messaging across all platforms, from social media and press releases to how a person or company presents itself off-camera,” he explains.
Crisis management is a major part of PR, and Jacob has handled some intense situations. One involved a food brand where people ended up in the hospital. “It was a highly sensitive case that required immediate action to protect both public safety and the company’s reputation,” he says.
The second crisis was even more intense: “I was the media liaison for a client’s family member who had been kidnapped. The media was somehow getting information before we did, which meant we had to act swiftly, staying up all night to ensure we were always four steps ahead.”
His approach to crisis communication is simple: act quickly, assess the situation accurately, and control the narrative before misinformation spreads.
The Dos and Don’ts of Managing a Public Image
In today’s digital age, one of the biggest mistakes brands make is ignoring audience sentiment. “Social media is a two-way street. Failing to engage with audiences or address issues transparently can quickly backfire,” he warns.
Another common mistake is reacting emotionally to criticism instead of handling it strategically. “Transparency is key. Owning up to mistakes and communicating a clear plan for improvement helps build trust,” he says. “People understand, and they do forgive—but don’t make them feel like fools.”
For those looking to strengthen their personal brand, he emphasizes authenticity and consistency. “People are wise now. They know when you’re lying and doing it for the bag. If it’s for the bag, it must align with your authentic content,” he says. “A strong digital presence is non-negotiable, whether through social media, a professional website, or thought leadership content.”
PR Misconceptions and the Reality of the Industry
Many businesses misunderstand PR, reducing it to media coverage or glamorous events. “PR isn’t just about looking good in the moment; it’s about sustaining a strong, credible presence in the long run,” he says. “It’s a long-term investment in credibility and reputation, requiring consistency, trust-building, and strategic positioning.”
For small businesses with limited PR budgets, he advises strategic planning. “PR isn’t just about media coverage—it’s so much more. A small business can maximize its budget by being strategic. Look for events you can sponsor for a simple mention or explore trade exchanges and barter deals for visibility,” he suggests.
Looking Ahead: The Future of PR
Looking ahead, Jacob Mohlaka sees several key trends shaping the future of public relations. “AI is here and is reshaping how the PR industry functions, allowing us to be more strategic and data-driven in our approach,” he explains. Rather than fearing AI, Jacob encourages PR professionals to embrace it as a tool to enhance their work. “It helps us analyze trends, understand audience sentiment, and tailor messaging to be precise and effective.” For him, the future lies in using AI to complement the human touch and strategic thinking that PR professionals bring to the table. Another significant shift in PR is the increasing reliance on influencer-driven communications. However, Jacob is clear on the distinction: “Influencers are a tool within PR, not PR itself. They amplify a brand’s message, but their focus is on promotion and content creation, not on building and managing a brand’s reputation in the broader, more strategic sense that PR does.”
In today’s fast-paced world, reputation management is more crucial than ever, especially with the rise of cancel culture. “A single misstep can go viral quickly, and the ability to protect and defend a brand’s reputation is something PR professionals need to take very seriously,” Jacob says, emphasizing the importance of staying ahead of potential issues before they escalate. He believes the future of PR is all about striking a balance between traditional PR skills and the emerging tools of AI and influencers, crafting a comprehensive strategy to protect and promote a brand’s image effectively.
As for his own future, he remains passionate about pushing creative boundaries. “I thrive on executing unconventional, out-of-the-box ideas for clients. That’s where the real magic happens,” he says.
About the Expert
Jacob Mohlaka is an Account Director and the founder of Sithelo Media, a strategic communications consultancy. He holds a National Diploma in Public Relations Management from UNISA and has worked with top brands, including MTN, Kellogg’s, Hello Paisa, and the South African Music Awards (SAMA30). With a passion for storytelling and brand strategy, Jacob specializes in public relations, crisis communication, and reputation management.
His work has earned him recognition as an award-winning PR professional, and his innovative approach to brand communication continues to shape narratives in South Africa and beyond.
