This monthly series gives you a behind-the-scenes look at A Day in the Life of a Comms Professional.
Meet Stacey Baluske Mtika, a dynamic Communications professional with over 15 years of experience working across African markets. She is the Founder and Lead Consultant at Tide Media Consultancy. With years of experience shaping brand narratives and crafting media strategies, Stacey has worked with global and regional brands to help them connect authentically with their audiences. She is a firm believer in the power of data-driven storytelling, digital transformation, and innovative PR tactics to elevate brands in today’s competitive landscape.
What does a typical workday look like for you?
Honestly? There’s no such thing as a typical day in Comms. Let me give you an example.
On a day like today, I had scheduled office meetings lined up to prepare for a string of events next week. But while I was driving in, a client messaged, asking me to come to the Intercontinental Hotel immediately for a stakeholder meeting. No prior notice, just like that, my schedule changed.
From there, I had to jump on a call with another client for a new project, while still en route to the office. That call ran way over and overlapped with my next meeting. Then, just as I was settling into the office, we picked up a negative statement from a government minister in Namibia regarding one of our clients. Suddenly, we were in full crisis management mode, responding to media inquiries, drafting talking points, and revising next week’s strategy.
It’s intense, but also thrilling. Some days are quieter and more structured, but in Public Relations, you have to stay alert. You wake up prepared for change. One comment or news story can flip everything on its head.
Do you have any specific routines or habits that help you prepare for work?
I’m part of the 5 AM Club, and it’s been life-changing.
Every morning, I follow Robin Sharma’s 20-20-20 formula:
- 20 minutes of physical exercise—something vigorous enough to break a sweat
- 20 minutes of spiritual reflection—scripture reading, meditation, or devotionals (I love Joyce Meyer)
- 20 minutes of planning—where I write down the top three things that must get done, no matter how chaotic the day gets
This routine gives me structure, helps me stay grounded, and ensures I always have a sense of direction. At the office, we also start the day with brief check-ins, my team shares their pain points, and I figure out what they need from me. That way, even if I’m swamped, I know what’s critical for them, too.
What tools or apps do you use most often in your job, and why?
We use a mix of internal systems and external tools. Some of the most helpful include:
- Contact reports & critical path systems: These help us track deadlines, communications, and follow-ups with clients, whether through email, WhatsApp, or Telegram.
- Weekly debriefs: Everyone logs their activities and priorities, so I can stay aligned and spot red flags early.
- Determ: This is our go-to for media and brand listening, sentiment analysis, and tracking brand mentions.
- DeepSeek: A great AI tool for reviewing and refining content before it goes out.
- One-on-one staff check-ins: These aren’t tools per se, but they’re vital to managing productivity and helping the team feel supported.
We’re also building our in-house tool to track audience behaviour, from Gen Z to government stakeholders, so we can create campaigns that land more meaningfully across demographics.
If you weren’t working in Communications, what career path would you explore?
I’d probably still be in storytelling, maybe as a radio presenter. I’ve always loved radio and think I’d make a great on-air personality.
I also dreamed of becoming a novelist when I was younger, and I’ve always had an eye for fashion, so maybe a fashion advisor (not a designer). Something expressive and creative, for sure.
What’s your favorite way to relax after work?
I’m a tea lover! I don’t do coffee, but a good hot beverage helps me decompress. On less chaotic days, I love listening to ’90s music, hanging out with friends, and sipping a glass of wine on Friday evenings.
Outside of work, I love playing golf, yes, golf! It might not sound relaxing, but it gives me time in nature, helps clear my mind, and has become a habit even when I travel. I carry my golf gear with me everywhere I go now.
