Meet Noleen Ngobeni, Communications and PR Manager at Barloworld Equipment, where she oversees communications strategy and execution across several regions. In this interview, Noleen shares her journey into the industry, from entering the workforce at 19 while studying through UNISA to the lessons she has learned over the years while building a career in PR and corporate communications.
What motivated you to pursue a career in Communications and PR?
My interest in Communications and PR started quite early, back in high school. I remember sitting in a Business Studies class at Voortrekkerhoogte High School, where we were learning about Marketing and Public Relations. Something about it immediately clicked for me, the idea of shaping messages, influencing perception, and connecting with people really stood out.
From that moment, I knew this was the path I wanted to pursue. At the time, it was not seen as a “traditional” or prestigious career choice, but I was certain. I believed that with the right level of motivation, drive, and consistency, I could build a meaningful and successful career in this space.
I later pursued this passion by enrolling at the University of Johannesburg. While my journey did not follow a traditional path, I had to step into the working world earlier than expected, at age 19. However, that experience strengthened my determination rather than discouraging me.
I knew I wanted to complete what I had started, so I continued my studies through UNISA, where I pursued my BA in Communication Science and later my BA Honours in Integrated Organisational Communication. Balancing work and studies required discipline and resilience, but it also shaped my work ethic and deepened my commitment to building a career in communications.
What does your day-to-day role as Communications and PR Manager at Barloworld Equipment involve?
My day-to-day is dynamic, fast-paced, and highly varied. The role requires a balance between strategy and execution, so I am constantly switching between planning, coordination, and hands-on delivery.
On any given day, I could be developing internal communication strategies, drafting key messaging for leadership, managing PR and media opportunities, or supporting the rollout of campaigns or employee engagement initiatives. A key part of my work also involves stakeholder engagement, working closely with regional teams and cross-functional departments to ensure our messaging is clear, consistent, and aligned to business priorities.
What is the most fulfilling part about the work you do, and why?
The most fulfilling part of my work is seeing communication come to life and create real impact. Whether it is employees feeling more informed, engaged and connected, or a PR campaign successfully rebuilding trust, reputation and strengthening the brand’s presence, those moments are incredibly rewarding.
I also find fulfilment in the ability to give voice to stories that matter, whether internally or externally, and knowing that communication can influence understanding, alignment, and engagement across the business.
What makes it even more meaningful is being able to take complex or evolving information and translate it into something clear, relatable, and purposeful for different audiences. That ability to create clarity and connection is what I value most about the work I do.
How do you maintain a consistent brand voice while adapting to the unique cultural and economic landscapes of different regions?
Maintaining a consistent brand voice across multiple territories comes down to having a strong foundation and clear alignment on messaging from the start. We work with defined communication guidelines that ensure there is a unified voice that reflects the brand, regardless of geography.
At the same time, we recognise that each region operates within its own cultural and economic context. Because of this, I work closely with regional teams to ensure that while the core message remains consistent, it is adapted in a way that is relevant and meaningful to local audiences.
It is really about balance, consistency in brand identity, but flexibility in execution. Regular collaboration and open communication with regional stakeholders are key to making sure we stay aligned while still being locally responsive.
Looking back at your time with Barloworld, what is one campaign or project that you feel best reflects your impact as a Communications professional?
One project that stands out was a media tour we hosted at one of our facilities last year. The objective was to provide media stakeholders with first-hand exposure to our operations and give them a deeper understanding of our capabilities and the value we deliver as a business.
What made it particularly impactful was the opportunity to translate our brand narrative into a lived experience. Instead of relying solely on messaging, we were able to bring our story to life in a tangible and authentic way. It also played an important role in strengthening relationships with key media partners and ensuring greater alignment in how our business is understood and represented externally.
From a communications perspective, it reinforced the importance of creating platforms where stakeholders can engage directly with the business, rather than only through traditional channels. It was a strong example of how strategic communication can build trust, clarity, and credibility.
What advice would you give to early-career professionals looking to grow in PR and corporate communications?
Firstly, be willing to learn continuously. Communications is a broad and fast-evolving field, and especially if you find yourself in a large marketing or communications environment, there is so much value in staying curious about what other teams are doing. Whether it is campaigns, digital, or broader marketing initiatives, understanding how all the pieces fit together will make you a far more effective communicator.
I would also encourage early-career professionals to invest time in truly understanding the business and the industry they operate in. Strong communication is not just about crafting messages, it is about context. The more you understand the business, its objectives, challenges, and audience, the more strategic and impactful your work becomes.
Ultimately, growth in this field comes from curiosity, adaptability, and a genuine interest in both people and business.
