Flow Communications proudly opened its virtual doors this month to 10 impressive final-year public relations and communications students from the University of Johannesburg (UJ).
Selected through a rigorous application process, these rising stars joined us for an intensive, week-long job shadowing experience designed to bridge the gap between academic theory and agency reality.
With youth unemployment remaining a critical challenge in South Africa, Flow is dedicated to playing an active role in nurturing the next generation of communications professionals.
“South Africa’s future lies in the hands of its youth. At Flow, we believe it is our responsibility to help open doors and provide real-world insights that prepare graduates for the world of work,” said Flow Communications CEO Tara Turkington.
“We’re grateful to have gained as many insights from this talented young cohort as we have shared. They have brought great energy, enthusiasm and passion to Flow during their time with us, and I can’t wait to watch their careers unfold.”
A future-fit curriculum
The students got the full Flowstar experience. Their jam-packed curriculum included deep dives into the South African media landscape, campaign planning, sales, website content management, and even pitching their own social concepts to Flow’s leadership team.
For many of the students, the week was an eye-opener into the mechanics of a fast-paced agency.
“I’ve realised that communication is much more than hosting content or media coverage,” said Nokwanda Cele. “There’s a lot of strategy, insights and research.”
Aluwani Kwinda experienced a similar shift in perspective during the business development sessions: “What I’ve learned so far about sales is that it’s not just about selling the product. It’s about listening and building relationships with customers.”
A flowing team culture
The students were also struck by Flow’s vibrant, fully remote work environment.
“Remote work is overlooked all the time,” said Debra Odhiambo. “One thing that I love about Flow is how they make it a point to ensure that every employee is engaging and interacting. The friendly culture of conversations, games and songs is really wonderful.”
Lelam Lilonke agreed, contrasting it with past experiences: “I’ve been in a job shadowing before, and we only did things like CV writing. Here, it’s like I’m getting the full package to get to see what a day in the life of a PR practitioner feels like ... with the kind of culture that you guys have at Flow, it’s strong teamwork!”
Flexibility and readiness were key takeaways for the group. “I’ve been exposed to a lot of things within a few days, so it has really taught me to not just focus on one thing,” said Gomolemo Mosimane.
Asiphe Mgwebi left the week feeling prepared.
“Now that we’re going to go for our internships, [we know] what is expected of us in the industry,” said Mgwebi.
Anga Gangata summed up the experience beautifully.
“It’s not just a job shadowing; it’s a symbol of growth, a great experience and exposure to the industry. I am learning to develop my communication skills and build my confidence in a professional workspace.”
We were incredibly proud to host such a dynamic group of young communicators. If the week was anything to go by, the future of PR and communications in South Africa is in very capable hands!