1Africa Consulting’s Head of Strategy, Lasi Mashaba, was recently profiled by leading African industry news and B2B publication, Bizcommunity. In this interview, Lasi shares her story, including how she ended up in the PR industry and what her journey has been so far. She also talks about the effect of PR on brand reputation and imparts her thoughts when it comes to future industry trends.

“PR plays a pivotal role in advertising and integrated marketing communications – it acts as a supportive structure to both elements. PR provides an advisory role to both elements and assists with generating the required awareness to gain the necessary reach and engagement. Furthermore, PR guides media relations while maintaining a positive image with the said media.”