Founder and Managing Director of Mantra Publicity, Prelene Singh-Seitlhamo is a pioneering force in public relations and brand building. Her impressive career, which includes significant roles in print and radio journalism, has profoundly influenced her approach to leading a forward-thinking agency.
Guided by her rich media experience and supported by a dynamic team, Prelene has crafted a unique strategy that sets Mantra Publicity apart in the industry.
Prelene’s journey began in the demanding world of mainstream media. As a radio journalist for 702 Eye Witness News and a print journalist for the Sunday Times, she honed her skills under intense pressure, learning the art of quick thinking and meticulous delivery. These experiences were not just formative but transformational, providing Prelene with invaluable lessons in maintaining high standards and meeting tight deadlines. “Mainstream media is high pressure, and you’re forced to work really quickly and deliver your best work because your voice and articles are read by the public, so they’re under heavy scrutiny,” she explains. This rigorous environment cultivated a level of client service at Mantra Publicity that thrives even under pressure, ensuring that no detail is ever overlooked.
As she transitioned from journalism to founding Mantra Publicity, Prelene’s shift was driven by a combination of circumstances and a deep-seated passion. “Mantra Publicity was founded through the natural progression of my passion for this business. It was never my intent to be an agency owner but the universe had other plans for me,” she enlightens. This unexpected path began when she felt constrained by the limitations of her previous roles in PR agencies and sought a more fulfilling and independent way to channel her expertise. The onset of COVID-19 was a catalyst for this transition, prompting her to take a leap of faith and start her own agency in 2020. The move was spurred by a growing number of clients seeking her expertise directly, rather than through the agency where she worked.
“I decided to do the work under a company name and it just really grew from there,” she reflects. Her background in media provided a solid foundation for understanding how to navigate the complex landscape of PR, offering her a strategic edge that many PR professionals lack. “My media experience really helps with PR because if you know PR, it is media relations at its core.”
Glamour: Can you describe a pivotal moment or challenge in your career that significantly influenced your leadership style and vision for Mantra Publicity?
Prelene: A pivotal moment in my career occurred very early on when I was just a student editor for the Wits University Weekly Newspaper. After a gruelling week in the newsroom and many late nights I had my Chief Editor throw my article in my face, yes literally, asking me to re-write it before midnight. While this may seem severely unprofessional and border line HR complaint worthy, it really is the reality of this industry. Your words mean a lot and what you write as a journalist, blogger or PR person can changes narratives and make a huge impact on the publics that we speak to. Long story short, my 19-year-old amateur self-spent the next three hours re-writing the article and got it approved and published on page 3 the next day. It is in the most trying moments where you learn your strength. Always aim to prove people wrong.
Glamour: Mantra Publicity is known for its ‘always on’ approach and high level of client service. How do you ensure that your agency maintains this commitment, and what role does your leadership play in fostering this environment?
Prelene: I am extremely hands-on with the agency; I eat, sleep, and breathe it every day. Even though we have team members handling various roles, I stay fully engaged in every aspect of our work. It’s not about micromanaging but about being in touch with the team, the agency, and our clients to ensure everything is done to the highest standard. It puts a lot of pressure on me, but I’m passionate about it. At Mantra, we have no hierarchy; whoever can handle a task does it, and we all support each other. We work hard Monday through Friday, and sometimes even on weekends, to ensure we meet our commitments.
Glamour: In your view, what are the key elements that differentiate Mantra Publicity from other agencies in terms of brand strategy and client service?
Prelene: We prioritize client service above all. Our clients come first, regardless of what they ask or when they need it. This commitment differentiates us. Our clients are like family, and many stay with us because they trust our work and know we deliver. Our team is young and vibrant, always staying on top of trends and pushing ourselves beyond comfort zones. We are content creators ourselves, which helps us offer a holistic approach to brand presence. By being involved in various fields and staying updated with trends, we ensure that our clients always feel informed and supported.
Glamour: How do you balance being a creative force with the demands of running a successful agency, and what advice would you give to other women aiming to lead in the communications industry?
Prelene: Balancing creativity with the demands of running an agency is challenging, but passion makes it easier. I don’t overthink the balance between being a founder and a creative force—it happens naturally. I’m always thinking about my clients, even while traveling. We have an ‘always on’ approach, which means our work and creativity are constantly active. My advice is not to overthink it. Embrace your worth as a woman and harness both your emotional intelligence and drive. Understanding and utilizing both aspects can create a powerful recipe for success.
Glamour: Can you share a success story where Mantra Publicity’s unique approach to brand presence made a significant impact on a client’s market engagement?
Prelene: We’ve had many successes, but the overarching theme is that we always put in 100%. Nothing is ever half-done. Over the years, our consistent, high-quality work has led to clients coming to us, inspired by what we’ve done for other brands. Recently, we received proposals from brands seeking our expertise after seeing our work for other clients. Consistency is key; by delivering excellent work month after month, we’ve solidified our position in the industry and attracted new clients who want to be part of our success.
Glamour: With over a decade of experience in marketing, media, and public relations, how do you stay ahead of industry trends and continuously innovate your strategies?
Prelene: Staying ahead of industry trends requires an engaged team and staying involved in all aspects of our work. We push ourselves beyond our comfort zones and participate in workshops, seminars, and media events. This proactive approach ensures we remain at the forefront of the industry. We also seek out people who share our mindset and are passionate about their work, not just going through the motions.
Glamour: Considering that the media landscape is always evolving, what future trends in communications and brand building are you most excited about, and how is Mantra Publicity preparing to adapt to these changes?
Prelene: The media landscape is indeed agile and constantly changing. I’m excited about the potential of AI to enhance social media and digital marketing strategies. While AI will not replace PR, it will offer more detailed analytics and better ROI measurement. I’m also looking forward to seeing how influencer marketing evolves, with more regulation and better tracking of ROI. At Mantra, we stay updated with trends, attend workshops, and test new approaches to ensure we’re always at the cutting edge.
Prelene’s take on success
Success means different things to different people. In our industry, it’s about having a happy and healthy team. A supportive work environment is crucial, and treating employees as individuals rather than numbers is essential. High emotional intelligence and understanding team dynamics are key to differentiating an agency. When you get this right, your team will be loyal and choose you over others.
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