Limkokwing Students Launch Public Relations Campaign to Promote Professionalism in Communication Industry

Students from the Faculty of Communication, Media and Broadcasting at Limkokwing University of Creative Technology in Maseru hosted a Public Relations campaign aimed at strengthening professionalism, recognition and credibility within the communications industry. The event formed part of an academic initiative designed to bridge classroom learning with real world communication practice. It brought together students, lecturers and industry professionals to explore the role of strategic communication in shaping public perception. The campaign, titled Skills in Action Public Relations Campaign, was held under the theme “Shaping Industry Through Strategic Public Relations.” It highlighted the growing importance of skilled communication professionals in modern society. The event also reflected the university’s commitment to producing graduates who are ready for the demands of the media and communication sector. Participants engaged in discussions focused on the future of public relations in Lesotho and beyond.

Limkokwing University of Creative Technology students used the platform to demonstrate practical skills in communication strategy, storytelling and audience engagement. The campaign showcased how public relations goes beyond publicity and plays a key role in building trust between organisations and the public. Lecturers emphasised that the initiative was designed to give students hands on experience in managing real communication challenges. Mr. Stephen Hlongwane, a lecturer at the university, explained that the main aim of the campaign was to ensure that public relations and communication professionals are respected and properly recognised for their contribution to society. He noted that the industry depends on skilled practitioners who can shape narratives and manage information effectively. He also stressed the importance of aligning academic training with industry expectations to improve professional standards. The event highlighted how universities can play a central role in developing future communication leaders.

Mr. Hlongwane further explained that the campaign was also intended to showcase student creativity, professionalism and strategic communication abilities. He said students demonstrated how they can develop persuasive messages, manage communication platforms and engage different audiences effectively. According to him, these skills are essential in a world where communication shapes public opinion and organisational reputation. He added that public relations and communication practitioners should have proper qualifications in journalism, media and communication studies to strengthen professionalism in the industry. This, he said, would help raise standards and improve public trust in communication outputs. The campaign also served as a platform for students to apply theoretical knowledge in practical settings. It reflected the growing need for structured training in the communication sector.

Student researcher Mr. Katleho Kuenane highlighted the challenges facing public relations and professional communication, particularly the issue of limited recognition. He explained that despite the growing importance of communication in society, the profession is still not fully understood or valued in some sectors. He noted that in some countries, structured workshops and initiatives are used to strengthen the profession and improve its visibility. He also pointed out that public expectations for credibility and accuracy place significant pressure on communication professionals. However, limited mentorship and internship opportunities continue to hinder the development of young practitioners. He emphasised that exposure to real industry environments is essential for building confidence and competence. Kuenane stated that the campaign was a practical step toward addressing these challenges.

“This is not just a campaign, but a platform to demonstrate our capabilities and position ourselves as professionals,” he said, reinforcing the idea that students are ready to contribute meaningfully to the industry. His remarks reflected the broader ambition among students to transition from academic learning to professional practice. The campaign encouraged participants to think critically about the role of communication in shaping public discourse. It also highlighted the importance of building strong professional identities early in one’s career. Students were encouraged to view communication as a strategic tool that influences decision making and public engagement. The initiative created an environment where theory and practice were combined in a meaningful way. It also strengthened student confidence in their ability to operate within the industry.

Industry input was also provided by Bloom Communications Chief Servant Mr. Poloko Mokhele, who encouraged students to take full advantage of the knowledge and skills they have acquired. He advised them to focus on creating opportunities through innovation, networking and professionalism. He stressed that the communications industry is highly competitive and requires consistency and dedication. He also emphasised the importance of using social media responsibly, as it plays a major role in shaping personal and professional reputation. Mokhele encouraged students to build strong personal brands that reflect integrity and creativity. He noted that digital platforms offer significant opportunities for young professionals if used correctly. His message reinforced the importance of adaptability in a rapidly evolving media landscape.

The Skills in Action Public Relations Campaign concluded with a strong message about the importance of professionalism, education and practical experience in communication. The event demonstrated how academic institutions can contribute to strengthening industry standards through experiential learning. It also highlighted the need for closer collaboration between universities and communication professionals. The discussions reinforced the idea that public relations is a critical profession that influences how information is shared and understood by society. Students left the event with a deeper understanding of their role in shaping narratives and building public trust. The campaign marked an important step in preparing future communication professionals for the demands of the industry. It ultimately underscored the value of combining academic knowledge with real world application to build a credible and effective communications sector.