First-year Public Relations Management students at the Durban University of Technology (DUT) recently gained valuable industry insights during an engaging guest lecture hosted by the Department of Public Relations Management at the ML Sultan Campus.
The lecture was delivered by DUT alumna Ms Khethukuthula Xulu, Marketing and Communications Coordinator at WILDTRUST, who shared her professional experiences and insights into the dynamic field of public relations.
Drawing from more than a decade of experience in journalism, including her time as a Deputy News Editor at The Witness, Khethukuthula took students on a journey through “Navigating Professional Conduct in Public Relations Practice.” Her career journey provided a practical example of how skills developed in journalism can translate into strategic communication, media relations, stakeholder engagement and reputation management.
Through her engaging presentation, students were reminded that public relations is much more than writing press releases or promoting organisations. It involves building relationships, managing reputation, creating trust, telling authentic stories and communicating responsibly before, during and after a crisis.
A key message from the lecture was the importance of ethics in professional practice. Khethukuthula challenged students to recognise that credibility is built through honesty, integrity, transparency, fairness and accountability.
She emphasised the distinction between communicating positively and being misleading, an increasingly relevant lesson in an environment where organisations are constantly under public scrutiny. Her discussion on conflicts of interest, crisis communication and media relations further encouraged students to think critically about the responsibilities that come with being communication professionals.
Working with journalists, she reminded students, requires accuracy, honesty and respect for deadlines, while crisis communication requires timely and truthful information.
For the students, the lecture offered more than theoretical knowledge, providing practical insights into the realities of the public relations and media industries.
Samkelo Bhengu said the interactive nature of the session helped him gain a clearer understanding of the differences between public relations and journalism.
“I found the lecture with Khethu engaging and practical. At first, I thought ‘PR and Journalist’ were basically the same thing because both work with media and storytelling. But the way Khethu broke it down made me see that there is a thin difference between the two. The session was interactive too, so it didn’t feel like just listening; it made me actually think about which path fits me better,” said Bhengu.
For Afikile Lungwase, the session highlighted the importance of ethics, transparency, honesty and professionalism in building a successful career.
“I was truly inspired by the guest lecture. From the moment she started speaking and shared about her current career, I felt motivated and engaged. The lecture was very interesting and insightful. She taught us about the importance of being ethical, transparent, and honest in the media industry, and how professionalism plays a big role in building a successful career. I learned that being ethical isn’t just about following rules, but about the values we carry into our work every day. The session made me reflect on how I want to show up as a professional in the industry. Overall, I found the lecture inspiring, educational, and very relevant,” said Lungwase.
Azasakhe Ntlabathi highlighted that the practical examples shared during the lecture helped connect classroom theory with the realities of the public relations industry.
“I found the guest lecture very engaging and informative because she shared real-world examples rather than the theory that we learn in class. My key takeaway is that public relations is not just about protecting reputation; it’s also about being transparent and listening to stakeholders,” said Ntlabathi.
Beyond the newsroom and corporate communication space, Khethukuthula is also an accomplished author and advocate for indigenous languages, particularly isiZulu. Through her publications, she contributes to preserving African culture, language and knowledge while encouraging young people to embrace their heritage.
She is currently pursuing a master’s degree in public relations and communication management, focusing on crisis communication and media engagement.
Pictured: Addressing the students, DUT alumnus Ms Khethukuthula Xulu, Marketing and Communications Coordinator at WILDTRUST.
Photo: Supplied.
Dr Venencia P. Nyambuya
