Tuafi Shafombabi is a Communications and Marketing Specialist currently employed at the National Housing Enterprise (NHE) as Acting Corporate Communication and Marketing Manager. She has experience in brand management, corporate communication, stakeholder relations and social responsibility. With vast experience within the mining, agriculture, ICT and construction industry she has demonstrated public relations. A passionate and certified Public Relations specialist accredited by PRISA (Public Relations Institute of South Africa).
She holds a Media Management postgraduate Diploma from Rhodes University, an Honours Bachelor’s degree in Journalism and Communication, A National Diploma in Journalism and Communication Technology from the University of Technology (NUST), a certificate in Basics of Business Management from Unisa and a New Managers Development certificate from the University of Stellenbosch. I am currently pursuing my Masters of Business Administration at NUST.
With over 10 years’ experience in strategic Public Relations/Corporate Communication, branding and marketing.
Where was Tuafi born and raised?
I was born in Kwanza-Sul in the Central Region of Angola during the liberation struggle. I grew up in the diamond town of Oranjemund. And completed high school at Windhoek High School.
What can you tell us about your upbringing?
I grew up in a very loving and strict home. This is where I learned values of self-discipline, hard work and treating others with respect.
What about your parents. Have they always been supportive?
My parents were not initially in agreement with my career choice, but have come around to become my biggest supporters.
How many siblings do you have and what do they do?
I am the oldest of 7 children. Coincidentally, most of them work within the creative space and this contributes to good constructive conversations at family dinners.
Was choosing a career in communications a natural choice?
Not at all. I initially studied Human Resources Management at Cape Technikon in Cape Town, which I didn’t complete. This was due to the fact that I was not self-ware at the time. When I enrolled for Journalism, I felt complete and knew deep down that this is where I belonged.
When and where did you obtain your first qualification?
I obtained my first qualification in 2011, a National Diploma in Journalism and Communication Technology at the University of Science and Technology (NUST). I majored in Public Relations Management.
In your own opinion how has public relations developed as an industry and profession over the years?
Public relations is a critical field for businesses and organizations to manage their reputation, build relationships with the public, handle crisis, and maintain positive communication with stakeholders. With the rise of social media and digital communications, the PR landscape has certainly evolved, and we as professionals have had to adapt to new platforms and technologies. In the past it was misunderstood and considered a non-critical field and money spender.
Is it true that PR is a dying profession?
Not at all. While the nature of PR is changing, it doesn’t necessarily mean that the profession is dying. Instead, it is more likely that PR professionals will continue to adapt to new trends and challenges in the communication landscape. Skilled PR professionals who can navigate both traditional and digital media, understand data analytics, and demonstrate strategic thinking are likely to remain in demand.
As with any profession, it’s crucial for PR professionals to continue developing their skills, stay updated on industry trends, and embrace new technologies to stay relevant in an ever-changing landscape. So, rather than dying, PR is transforming, and practitioners must evolve along with it.
And then you also did journalism. Did you ever practice as a journalist?
No, I did not practice journalism, however studying journalism shaped my love for Public Relations and Marketing. I was always a bookworm, so following the profession of journalism made sense to me. It shaped my writing skills and equipped me with important skills such as paying attention to detail and storytelling.
You went on to do a postgraduate Diploma in Media Management at Rhodes. Can you please share that experience with us?
I enjoyed my time at Rhodes University. I was exposed to different media managers and leaders from different media organisations in the public, commercial and community sectors. The studies focused on management of people, media markets, media audiences and effective communication.
Your academic journey also took you to Stellenbosch and UNISA. How has that experience been?
This experience provided me with fundamentals within the business management environment, and this contributed to my overall personal effectiveness and enhanced my leadership competencies.
How has your corporate journey been so far?
My corporate journey has been rewarding and enriching so far. I started in the Call Center at MTC as Call Centre Agent. My Public Relations career started in the mining industry at Skorpion Zinc as a Communications Intern, I then moved to the meat industry at the Meat Board of Namibia as Chief Public Relations Officer, then moved back to the mining industry at Navachab Gold Mine as a Communications & Community Liaison Practitioner and now currently in the construction industry with the National Housing Enterprise (NHE).
I have been blessed with good managers and mentors throughout my career who enhanced my love for Public Relations and Marketing. I believe in self-development, benchmarking, being inquisitive and learning from my peers in the industry.
You are currently employed at NHE. What does your job entail?
My work entails building, creating and implementing communication and marketing strategies to promote the company’s image and reputation. It also involves building relationships with various stakeholders, coordinating internal and external communication, managing the company’s social media presence and online reputation. Planning and executing events, raising brand awareness and analyzing the effectiveness of communication campaigns and adjusting strategies accordingly form part of this role.
What’s your experience as a woman in your chosen profession?
I believe that the opportunities are the same in the industry for both man and women, as long as one is prepared to work hard and persevere, success is always within reach. One must also be prepared to make sacrifices along the journey and be intentional about what want to achieve.
It’s been said that Namibia lacks good PR as a country. Do you share this view?
No, looking at the magnitude of our tourism industry and business landscape, I am of the opinion that the country is well marketed. There is a lot of content that we are exposed to, especially online promoting the country and the agencies tasked with this role are proactive in this regard.
Your experience is a mixture of media, mining, and construction. Where do you see Tuafi 5 years from now.
I see myself having made a meaningful impact in this industry and having established myself as a thought leader and expert in my field. I am constantly looking for ways to innovate and improve, and I hope to have brought new ideas and approaches to the table that would have helped move the industry forward. I also hope to have built a strong network of contacts and collaborators who share my passion.
