Njongo Mato began his career as an intern at FleishmanHillard in South Africa, where his ability was immediately acknowledged. This solid beginning laid the groundwork for his future success in the communications sector. He is currently a Senior Content Strategist at Vuma Reputation Management, where he specialises in creating powerful content strategies that are customised to meet the specific requirements of each client.
How did you begin your journey as a Comms professional?
My journey as a communications professional began with an internship at FleishmanHillard South Africa, where I worked on a financial services account. I was fortunate to be part of an outstanding team led by supportive managers who encouraged me to exceed my own expectations, setting a strong foundation for my growth in the field.
What do you do as a Senior Content Strategist at Vuma Reputation Management?
As a Senior Content Strategist, my role involves receiving and interpreting client briefs, then developing strategies with compelling content ideas that elevate our clients’ messaging and engage their stakeholders. Beyond crafting content, I assess which content formats will best resonate with the target audience, ensuring we reach them effectively.
In a world where we constantly compete for attention, it’s essential to identify what will cut through the noise and deliver the message with impact. My focus is on creating content that not only captures interest but also drives meaningful engagement for our clients.
What core Communication skills have helped you on your career journey?
The most important skill that has driven my success is the ability to work effectively within a team. In our industry—especially within agency environments—collaborating with diverse team members, brainstorming together, and maintaining clear communication are essential to achieving goals and solving challenges.
Another key skill is my ability to research and stay informed on trends relevant to our clients. This knowledge enables me to interpret client briefs accurately and develop communication strategies that consistently deliver impactful results.
Do you have a project or campaign that stands out to you till date?
One standout campaign I contributed towards in 2023 was for a financial services client at a previous agency. Aimed at empowering South Africans across diverse demographics with essential financial knowledge, the campaign was designed to help people start the year strong. We took an integrated approach, collaborating with media buying and creative agencies to maximise reach and engagement.
Beyond securing earned media, we partnered with one of South Africa’s leading youth radio stations to produce an 8-week financial education series. Each week, a licensed financial advisor, life coach, or psychologist discussed practical topics, from group savings and financial discipline to the psychology of money. The content was so engaging that we extended the series to the station’s youth app, where our experts answered listeners’ individual questions.
The agency and client were proud of this campaign, as it effectively delivered impactful messaging through collaboration, compelling content, and multi-platform outreach.
Tell us about some challenges you’ve faced in your career and how you overcame them.
One of the biggest challenges I’ve faced in my career has been the shrinking newsroom landscape, a situation that worsened during the COVID-19 pandemic. With everyone working from home, reaching key media contacts became increasingly difficult, and positioning our content was a challenge since media coverage often required a COVID-related angle.
Fortunately, the relationships I had built with journalists before the pandemic proved invaluable. I was able to reach out directly to them, successfully pitching stories that resonated despite the circumstances.
Additionally, we had to think creatively, quickly adapting to digital platforms and collaborating with influential stakeholders to cut through the noise. This experience taught me the importance of flexibility and innovation in Communications strategies.
What advice do you have for Communications professionals who are just starting their careers?
- Build and Nurture Strong Relationships: Relationships are at the heart of our industry, whether with colleagues or external stakeholders like the media. Remember, successful relationships are a two-way street, so be ready to invest time and effort into nurturing them.
- Attend Events: Whether social or industry-related, events are excellent opportunities to gain new ideas and inspiration while networking. Don’t be afraid to step out of your comfort zone and connect with others!
- Maintain A Learning Mindset: Our profession is rapidly evolving, particularly with advancements in technology like AI, the changing landscape of communication platforms, and shifting trends in human behaviour. Stay proactive in seeking knowledge to keep yourself informed about these developments. This continuous learning will not only enhance your expertise but also improve your ability to consult effectively with clients.
- Embrace the “Boring” Work: Communications encompasses many aspects, some of which may seem less exciting. It’s important to embrace and master these seemingly mundane tasks, as they lay a strong foundation for your career. As an old manager of mine used to say, “the devil is in the details.” Developing proficiency in these areas will ultimately enhance your effectiveness as a communications professional.
