A team of marketing and communications professionals from the Durban University of Technology (DUT) recently attended the Strategic Communication Conference 2026 in Johannesburg to gain insights into future-focused communication strategies and strengthen their commitment to impactful storytelling and meaningful engagement.
The conference, held under the theme “Vision, Voice, Impact: Crafting Communication for the Future,” provided insights into emerging trends, innovative strategies, and the evolving role of communication in shaping institutional reputation and stakeholder engagement. It brought together communication professionals, thought leaders, and industry experts from higher education, the motor industry, tourism, and insurance to discuss the strategic communication landscape in a rapidly changing digital environment.
Key topics included crisis management essentials, measuring the impact of internal communications, gaining attention in a fragmented media landscape, communication as a catalyst for employee wellbeing, strengthening internal identity through brand consistency, designing a human-centred internal communications strategy in the AI era, and AI in marketing and digital strategy. Facilitators included public relations, marketing, and communications specialists Ms Mathabo Sekhonyana, Mr Sonwabile Mkize, Mr Conrad David, and DUT alumnus Mr Melusi Makhoba.
Ms Sekhonyana shared practical ways to align communication strategies with an organisation’s evolving purpose to drive deeper engagement, credibility, and performance. She also provided insights on real-world approaches to managing both predictable and unexpected crises in a fast-moving digital environment. Sekhonyana highlighted the importance of evaluating internal communication strategies, noting that efforts should be linked to employee engagement and behaviour to promote positive Employee Generated Content.
Mr Mkize discussed how empathetic and transparent communication supports mental health initiatives, strengthens trust, and enhances employee engagement. He emphasised communication approaches that promote psychological safety and wellbeing, fostering a culture of openness, empathy, and inclusion while reducing stigma.
Mr David of Hashtag South Africa spoke about how communicators need to rethink how stories are discovered and shared. The session explored expanding beyond traditional media by building owned channels and engaging directly with audiences.
DUT alumnus Mr Makhoba highlighted how communication professionals can adopt AI effectively, enhancing outcomes while managing ethical, legal, and reputational risks. He noted that once AI is embedded in communication workflows, the priority is to enhance rather than replace human connection. He emphasised blending technology with empathy, authenticity, and strategic intent.
The DUT team included staff from three units: Corporate Affairs, Advancement and Alumni, and the Business School. The team participated in interactive sessions, gaining insights into innovative communication strategies and tools. They also engaged with peers and experts, fostering collaborations and exchanging ideas to enhance DUT’s communication practices.
Speaking on the conference’s significance, Mr Zwakele Ngubane, Director of Advancement and Alumni Relations at DUT, said, “Attending the Strategic Communication Conference has provided valuable perspectives on refining communication and stakeholder engagement strategies. It reinforced the importance of scenario planning, innovation, and adaptability while maintaining a strong, authentic voice.”
Ms Zinhle Rashee, Marketing and Communications Practitioner at the DUT Business School, added, “The discussions on digital innovation and AI, audience engagement, and purposeful storytelling were particularly valuable. These insights will enhance how we position the Business School and connect more effectively with stakeholders in a competitive and dynamic environment.”
Pictured: The DUT team at the Strategic Communication Conference 2026 in Johannesburg.
Simangele Zuma
