PRISA Unveils SMARTGEN to Empower Future PR Leaders

The Public Relations Institute of Southern Africa (PRISA) has launched SMARTGEN, a groundbreaking initiative aimed at equipping the next generation of PR and communication professionals with the skills, innovation, and ethical foundation needed to thrive in a dynamic industry. Scheduled for rollout in 2025, SMARTGEN underscores PRISA’s commitment to fostering inclusivity, professional development, and long-term growth within the public relations sector.

“As the communications industry evolves, it's clear that our future lies in the hands of young professionals who bring fresh perspectives, new thinking and perspectives and a deep understanding of the digital-first world. SMARTGEN is PRISA's commitment to nurturing this talent and ensuring that the next generation is equipped with the skills, support, and ethical grounding needed to lead our profession forward,” says Paul Reynell, Chairperson of PRISA’s Membership Committee.

The initiative comes as the PR industry navigates rapid technological advancements, shifting audience behaviors, and heightened demands for transparency and accountability. SMARTGEN is PRISA’s proactive response to these changes, ensuring that young professionals are not only equipped to meet current challenges but also positioned to shape a sustainable future for the profession.

By investing in the development of emerging talent, PRISA reaffirms its vision for a thriving, forward-looking PR industry built on innovation and ethical practice.

"SMARTGEN is more than a mentorship and membership programme; it's a movement that reflects PRISA's dedication to the profession and the people who shape it," says Reynell. "We recognise the immense potential of young professionals and the unique challenges they face. SMARTGEN is our way of investing in their growth, well-being and success while securing the continued evolution and relevance of the PR industry."

A Programme Built on Five Pillars of Growth

At its core, PRISA says that SMARTGEN is designed to address key areas essential to the holistic development of young professionals, including:

• Professional Skills Development: Preparing members to excel in communication, leadership and collaboration.
• Community Building: Creating a network of peers and mentors to foster connection, support and shared growth.
• Mental Health Awareness: Acknowledging the pressures of the modern workplace and equipping members with resources to prioritise well-being.
• Career Journeys: Offering mentorship and practical advice to navigate career pathways in both agency and corporate environments.
• Global PR Insights: Providing a Pan-African and global perspective to help members broaden their understanding of the profession and its potential.

PRISA says that it has always been at the forefront of advancing the PR profession. SMARTGEN reflects a strategic move to bridge generational gaps, adapt to a changing industry and uphold the standards of excellence that define the organisation and industry in Southern Africa. It also positions PRISA as a champion for the future of PR — one that listens to, supports and amplifies the voices of young professionals.

SMARTGEN also aligns with PRISA's broader mission to professionalise PR, uphold its credibility and prepare our members to tackle the challenges of the future with confidence, adds the institute. 

Join the Movement

PRISA invites students and young professionals under 25 to be part of the programme. For students entering their third year, SMARTGEN also serves as a reminder to apply for internships with PRISA-registered agencies to gain invaluable industry experience.

To ensure that SMARTGEN is accessible to all aspiring PR professionals, PRISA says that it is introducing sponsored memberships for talented individuals who lack the financial resources to participate. Sponsored positions are limited, and candidates are encouraged to submit a one-page CV and motivational letter to smartgen@prisa.co.za.

PRISA concludes that additionally, SMARTGEN will offer a reduced PRISA membership fee of R500 and incentives for group registrations, such as discounts for agencies registering four or more young professionals.