By: Tebogo Mokwena
Small businesses have misconceptions that public relations is only for generating media hype and should be used by big companies. This is according to Lwazi Nongauza, who owns a small company that works with SMME business clients to address these misconceptions and teach them the value of public relations. Nongauza believes that one of the most common misperceptions that small businesses have about PR is that it is for companies that make large profits.
Small businesses also believe that PR is all about getting media coverage, he told Vutivi News. To remedy this, his company Dream Afrika Group educates its clients on what public relations is and how it can benefit their specific businesses. It also helps clients understand that besides the benefits of media coverage, PR also helps build relationships with stakeholders and influencers, create compelling content, and manage online reputations. “By taking a holistic approach to PR, we help small businesses see the value of investing in PR and how it can contribute to their overall business success,” he said.
Nongauza founded Dream Afrika Group in 2016 after he won a few awards while working in the communication sector. He was convinced by his ex-partner to start a business. The company has worked with numerous small businesses over the years. It assists clients in reaching new audiences, building their brands, and achieving their business goals. Nongauza said that when he started his business, it was difficult building a strong and reliable team. He needed individuals who shared the same vision, drive, and passion as he did.
Additionally, it was arduous to establish credibility as a new business, and this meant that he had to work twice as hard. However, it was worth it as Nongauza was able to employ six people and open branches in Durban, Bloemfontein, and Cape Town. The headquarters are in Johannesburg. He said that the company aimed to grow its revenue by 15% year-on-year over the next three years and maintain this growth for the following four years. This would be achieved by continuing to attract new clients, expanding its service offerings, and developing existing relationships with clients.