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Dialogue announces joining PRCA Africa

South African PR industry leader Tracy Jones' award-winning agency Dialogue is joining the prestigious Public Relations and Communications Association (PRCA) Africa, with Jones taking up a seat on the international industry body's African board of directors, and two senior team members joining the organisation's newly established PRCA Africa NextGen as founding committee members.

PRCA is the world’s largest and most influential PR professional body, and exists to challenge, support, and raise standards within the global PR industry. The organisation has established a number of important industry charters and standards and has more than 400 agencies and 500 in-house teams as members around the world.

Creating a new generation of PR leaders on the African continent

PRCA Africa recently announced the establishment of its NextGen Africa panel to “empower and support young and emerging talent in the region by giving them the right tools and support to help them progress their careers”.

“PRCA Africa NextGen will help young African professionals build a community where they can share their experiences, grow, and more importantly, showcase their amazing talent,” Melissa Cannon, international director of PRCA, said in the announcement statement.

Cherná Lutta, who was recently appointed as Dialogue’s PR Operations Director and was named “Best PR professional” at the 2022 PRISM Awards, and Account Director Nicola Pykstra, are joining PRCA Africa NextGen as founding committee members. Other members of the panel are from top PR agencies in South Africa, Ghana, Ethiopia, Ivory Coast, Uganda and Nigeria.

Cherná Lutta
Cherná Lutta
Nicola Pykstra
Nicola Pykstra

The group will convene every last Thursday of the month. Their aim is to build a community of world-class young African professionals who can share their experiences, grow, showcase their talent, and support each other with tools for growth and creativity, as well as peer-to-peer advice for career progression.

Paying it forward to staff and industry

Jones says it is an honour for Dialogue to join PRCA Africa and its NextGen committee, because of the good work that the organisation is doing to advance standards in the global PR industry.

“PRCA Africa is advancing ethics, quality standards and skills development in the global industry. The organisation also plays a very important role in training and educating the next generation of PR leaders through wonderful content and other resources. We are particularly excited about the access our team is getting to PRCA’s amazing industry education portal. We believe in uplifting and equipping the talented young people in our industry to fulfil their potential and make their mark in the industry.”

Tracy Jones
Tracy Jones

Pan-African benefits for Dialogue's client base

In addition to the benefits of joining PRCA Africa for Dialogue’s team, it also brings great benefits to Dialogue’s growing client base. A PRCA Africa membership brings with it a network of partners across the African continent and the globe. “The collaboration, education and support possibilities are endless, and we’re really excited to use this network to do seamless and collaborative international campaigns and projects with our clients,” says Jones.

Formerly known as Positive Dialogue, the agency recently rebranded to Dialogue and received a silver for "Best Mid-sized Public Relations Consultancy" at the 2022 PRISM Awards. Since the start of 2022, Dialogue has seen massive growth across its client portfolios, having recently added Pepsi Max, Johnson & Johnson, Neutrogena, Fast Heroes South Africa, the Heart & Stroke Foundation SA, GoldPhish Cyber Security Awareness Training, the Azteco Bitcoin platform, and the RT Group to its client base. The agency’s existing clients include Coronation Fund Managers, Teneo Online School, Marriott International, Citadel, and the Allan Gray Orbis Foundation.

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