WhatIs The Business And How Was It Started?
We found abig gap in the market for a PR company that understands mining and engineering.Our expertise in writing technical articles according to the style andspecifications of the trade publications – and our knowledge and understandingof the industries we serve – gave us the tools we needed. Renay has moreexperience in PR and in the mining and engineering industry as she was ajournalist for Engineering News, Mining Weekly and a number of other technicalpublications. I have a background in marketing and design.
HowWas The Business Funded?
Renay had a payout fromher previous job; I carried on working for the first few months and ran thebusiness part-time.
WhatWas The Best Move You Made In The First 12 Months Of Running Your Business?
Our best decision was to specialise in PR for the mining andengineering sectors. This immediately cut out a lot of competition and enabledus to develop a solid reputation as specialists early on.
WhatOne Critical Factor In The Business Did You Underestimate?
We started out as Ngage Public Relations and Online Marketing, butthrough trial and error we realised that we should specialise in one thingonly.
WhatChallenges Have You Faced?
Because the industrieswe focus on are conservative, we had to prove that we are capable of doing thejob despite our youthfulness. Our diverse experience has stood us in goodstead.
WhatHas Been Your Greatest Achievement To Date?
LandingHarmony Gold Mining Company as a client was a major win. We managed the publicrelations for Harmony’s initiative, “Kabelo’s Road to the Comrades”, and weobtained coverage for kwaito star Kabelo Mabalane and Harmony in almost everymedia outlet, from the front page of The Daily Sun to Top Billing, 3 Talk withNoeleen and Morning Live. One Comrades’ representative noted that Harmonyreceived the greatest amount of publicity from the Comrades, even though it wasone of the smallest sponsors.