My motivation to study Public Relations came from a desire to combine creativity with strategy and logic. I wanted to develop skills that blend creative thinking with research, analytics, and planning through brainstorming campaigns, creating events, and developing media angles. I also hoped to return to my home country with a business idea that would positively impact my community, as PR skills are transferable across many industries, including those that are often overlooked.
I am pleased to have gained the skills I anticipated and more. I quickly learned that public relations is more than damage control and image management; it involves strategic practices that build trust, manage relationships, and communicate with integrity. I also realized that public relations is not limited to celebrities and large brands, but is equally important for small businesses, NGOs, governments, and many other organizations.
With the latest boom in the real estate market in Zimbabwe particularly cities such as Harare, Bulawayo, Gweru and Mutare, developers’ real estate agents and property investors are constantly looking for creative ways to attract buyers or tenants. The firm would develop comprehensive branding and marketing strategies, design and manage advertising campaigns, and produce press releases, property descriptions, and website content. In addition, it would oversee public relations and community outreach for new housing developments, produce photography, videos, and virtual tours, manage open house launch events, and enhance clients’ online visibility and credibility. I believe that this will be lucrative because most real estate agencies do not have marketing departments and rely on word of mouth. Moreover, there has been a large increase in developers who are launching gated communities and apartment projects that need professional promotion. Also, social media has made it much easier to reach buyers locally and abroad and diaspora buyers would prefer a more reliable professional firm that represents these properties with credible branding and visuals. I initially began my studies aiming to become a real estate agent, believing this was my ultimate goal. However, through projects and course opportunities, I realized the real estate industry is vast and offers many unique opportunities. This is when I came up with the idea to start my own Real Estate Marketing and Communications Firm.
I have gained skills that will help me run this firm successfully through my studies. I have learnt how to communicate strategically which will help me communicate value to buyers, investors, tenants and international investors. I have also developed brand development and positioning skills allowing me to create luxury and lifestyle brands for estates and developments. Understanding how to pitch stories and manage press relationships to secure media coverage and position clients as industry leaders in property markets is also another crucial skill I have learnt. Studying public relations has also prepared me for potential crises and I have learnt how to respond under pressure and handle buyers’ concerns. Gaining skills in content creation, engagement and analytics is another very important aspect to the firm and I have learnt a lot about this through my studies.
Understanding the importance of cultural competence, respectful communication, and purposeful storytelling is crucial in this field, as I will be working with diverse communities. Thompson Rivers University institutional outcome learning courses, such as CMNS 2150: Collective and Connective Indigenous Voices, have helped me understand how to communicate with communities rather than about communities. They help me avoid harmful stereotypes, and approach campaigns thoughtfully, ethically, and with cultural awareness. These lessons will guide me in creating campaigns that are both effective and respectful.
I am very eager to break the glass ceiling and utilize all the skills I have acquired to lead my firm to success as well as to positively impact my community. Not only am I determined but I am also fully equipped to fulfill my goal and hopefully motivate others to pursue public relations as a degree.