South Africa, April 28 -- The public relations industry is projected to exceed R600bn in value in the coming years. In South Africa, this growth is mirrored by rapid digital adoption, with more than 45 million internet users and over 26 million active social media users, intensifying competition for attention across platforms.

Public relations operates alongside social media, influencer partnerships and paid amplification. Despite this, many organisations still approach agency selection without clearly linking communications to business outcomes, resulting in visibility without meaningful impact.

The following considerations offer a practical framework for executive teams navigating this decision in a more complex and competitive enviro...