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Daya has over 15 years' work experience and her academic qualifications include a BA in journalism and psychology, an Honours Degree in features writing and photojournalism from Rhodes University and a MA in performance art and film from WITS. Her practical experience in PR and management ranges over a variety of sectors: print, broadcast and out-of-home media, market research, finance, DIY, magazine and book publishing, IT, fine art, photography, NGOs, special needs schools, hospitality and even cherry farming.