"As an agency, we are committed to playing our part in actively bettering our whole industry. We deeply believe that it is an approach that lifts the bar for our people, clients and peers around the country. I am excited that this new role places me uniquely positioned to drive this first-hand," says Tshifure.

In his work, Tshifure aspires to bridge the gap between business and the needs of society. By ensuring that strategic communications receive the recognition it deserves, he says he plans to create an impact for future generations.

"Organisations cannot lead without strategic direction, which we, as practitioners, bring to the industry. We need to get it right, aligning the world of work with societal needs, to represent our industry well and create a lasting impact," adds Tshifure. 

Over his career, Tshifure has collaborated with prestigious clients, including:

  • the Presidency of South Africa
  • the National Department of Health, and
  • the BRICS Business Council SA Chapter.

He serves as the business director and head of public affairs at Razor PR, leading a team that specialises in:

  • stakeholder strategy engagement
  • regulatory strategy and engagement
  • crisis management
  • political counsel
  • advisory services for the C-Suite, and
  • ESG policy and advocacy support programmes.

"Tshifure is a leader of distinction and a strong voice of African communicators. We are deeply proud of his appointment to lead fundamental change at an industry level," says Dustin Chick, partner and managing director at Razor PR. 

Tshifure's commitment to making a positive impact extends beyond his professional pursuits. He holds directorship positions at various organisations, including:

  • the South African Reading Foundation (Read A Book SA)
  • the Sifiso Falala Foundation, and
  • Sovereign Africa Rating.

Additionally, he serves as the director of the Pan Africa Media Research Organisation, generating actionable knowledge about African people's behaviours regarding media, lifestyles and product usage.

Recognised for his expertise and industry insights, Tshifure is a member of the Academic Advisory Committee for the Department of Integrated Communication at the Tshwane University of Technology. He is also a guest lecturer at the department of marketing at the University of Johannesburg.

In 2022, the Public Relations Institute of Southern Africa appointed him as a Judge for the PRISM Awards and elected him vice president and treasurer of the Pan African Media Research Organization.

Continuously striving for professional growth, Tshifure is currently pursuing his masters in business administration through Henley Business School.

For more information, visit www.mcsaatchigroup.co.za.