Rising PR guru up for challenge

THOUGH their PR business is still in its infancy, persistence and ambition are the two traits that keep Ditshego Media growing.

The PR company has been rising steadily since its establishment four years ago.

Tebogo Ditshego, the CEO and owner, describes starting a "black-owned" PR company as a huge challenge.

After graduating with an honours in communication from the University of Johannesburg, Ditshego worked for a couple of public relations agencies and other institutions, including the Independent Communications Authority of South Africa and the Communications Firm, before choosing to branch out on his own.

"The plan had always been to gain experience and then start my own company," he said.

The 30-year-old from Kagiso in the West Rand, has been recognised for his entrepreneurial skills.

Ditshego was included in financial magazine Forbes's list of the 30 most promising young entrepreneurs in Africa for 2014.

"This is a massive recognition. It is a recognition of all the positive work we are doing."

Ditshego was also chosen for the Mandela Washington Fellowship for Young African Leaders.

The experience has given him an understanding of how the financial world works.

But the journey hasn't been easy.

"When we first started, Ditshego Media failed dismally. In fact, we had to close down for a year after just six months of operation," said Ditshego.

"We failed because we used the 'spray and pray' method, instead of targeting clients strategically, going to network sessions to build relations and building our profile."

Ditshego Media deals with maintaining good relations between a company and the public, corporate communications, advert placement and crisis management.

Their clients include Vodacom, OR Tambo International Airport, Umalusi and Avon.

"We are growing as a business. Another division that we have is an investment division that buys start-up companies with potential.

"We currently have our offices in Fourways in Johannesburg and in Nairobi in Kenya. Soon we will open another office in the CBD in Johannesburg."

The company employs 11 permanent staff.

khumelaj@sowetan.co.za