SALM TEAM 
Quintin Mills Photo & Video
Public relations (PR) has always been a cornerstone of a diversified and dynamic retail space where consumers are desperate for information about companies’ products and services.
While this profession has a long history in many markets, many people do not realise that the South African PR space has gone through a significant revolution since the country’s democratisation in 1994 and that the industry has grown from humble beginnings through the hard work of professionals who were prepared to take the ‘bull by the horns’. One such leader is Lola Lazarus, Managing Member of Bullion PR & Communication.
Early life and career beginnings
Growing up and going to school during apartheid, Lazarus quickly realised that there was a growing need for South African consumers to access unbiased, objective information that was not controlled by parties who wanted to present a specific version of the truth.
After completing her PR qualification, Lazarus decided to further her studies. She went on to receive an Honors Degree in Communication Science and is currently completing her Masters Degree in “Information Disorder in the South African Communication Sector”.
Pioneering the South African PR market
Following her studies, Lazarus began her PR career working with several consultancies who were also trying to navigate this growing profession. Lazarus had the privilege of coordinating the wedding of Zindzi Mandela shortly after her father (the late Nelson Mandela) was released from prison. She also worked on a Miss World pageant visit to South Africa, which provided her with her first taste of international PR.
Lazarus founded Bullion PR & Communication in 1996 in the days before emails and advanced computers, with a plastic table and chair and a fax machine in a bedroom. She has since worked on several key projects, including assisting with formulating the National Credit Act. She has worked with key clients such as the Credit Ombud, the Ombudsman for Short and Long -Term Insurance, and the Ombudsman for Banking Services, where she managed media liaison and annual report events.
Becoming a trailblazer
Working with the National Credit Regulator and various industry Ombuds enhanced Lazarus’ passion for PR. This passion has well and truly established her as an industry trailblazer in all sectors.
The COVID-19 Pandemic and the significant growth of the Fourth Industrial Revolution have increased the public’s access to information. These events have considerably impacted the PR profession and forced practitioners to become innovative with their campaigns. Lazarus’ ability to adapt to this space landed her the job of assisting Ceres (Pepsi Co Group) in communicating their transition from plastic straws to paper. This was done through a creatively crafted through a round table and influencer campaign hosted by Producer Craig Foster of “My Octopus Friend” and key environmental representatives. This was a first in the PR space.
When asked about her most significant accomplishment, Lazarus often points to her long-term relationships with her clients, with some of these spanning more than two decades, a remarkable achievement in a fast-moving profession. Key clients include Tiger Brands (Albany and Tastic), Comair Ltd (who partnered with British Airways in South Africa), the Southern African Fraud Prevention Service, the Ombudsman for Banking Services and, more recently, MANCOSA.
Bullion PR & Communication has also recently opened an office in London focused on assisting companies expand into emerging markets across Africa.
Balancing motherhood and building a legacy
Lazarus describes the PR industry as hyper-competitive, with several top-level companies fighting for the same client. The fact that Lazarus became an industry trailblazer and has been able to remain successful throughout her career while being a single mother of two boys speaks volumes of her dedication to the profession.
She also feels that the profession has allowed her to grow to the extent that she has aided in excess of 40 aspiring PR professionals looking for a company that will give them hands-on experience.
Relationships are key
Lazarus feels that with the high level of disinformation and consumers’ access to information, PR is a critical tool that companies can use to drive their value agenda.
To her, relationships are essential, and PR agencies that can harness client relationships that span decades will have a crucial advantage over PR companies that are focused on completing one project for a client and then moving on to the next big thing.
Being a trailblazer is about creating a legacy in an industry where dedication to the profession is what ultimately positions companies as leading industry players.
