South Africa, July 25 -- PR professionals are the ones who keep brands human, relevant and credible in an increasingly tech-driven and fast-paced world. So, how do we stay ahead in an ever-evolving landscape?

Influencer marketing has been a key component of modern communication strategies for some time now, but audiences are growing weary. They've seen it all - the over-promoted products, the scripted content, and influencers whose primary interest seems to be a paycheque rather than a genuine connection with their audience.

Yet the power of influence hasn't disappeared. According to Meltwater (April 2025), 33.6% of South African social media users follow influencers, and 93% of them say influencer recommendations impact their purchase ...