Trailblazers and leaders: Michael Mpofu
Michael Mpofu | Head of Communications | Worry+Peace
How did you get into comms?
I always had a sense that I enjoyed getting ideas and concepts across as articulately as possible. At uni, I started to take it a bit more seriously: I had a radio show (I was cool!) and penned a few pieces for the uni paper. However, I officially started my career as a journalist - covering politics based in the South African Parliamentary Gallery. Initially quite a daunting task given that I was thrown right into the deep end. But I had an editor and mentors who believed in me. They were patient, and taught me to spot a newsworthy angle, how to write for a wide audience and convey the crux of an issue. Then, an acquaintance planted the idea of getting into political comms for the country's official opposition. So, I crossed the line and the rest is history.
What does an average day look like?
Having been in insurtech for a fairly short period: my day starts with lots of reading! I try to devour as many newsletters first thing in the morning - this way, I get acquainted with the industry language and key figures. It also keeps me up to speed with current affairs. In our line of work, we can't afford to live under a rock.
From there, I make a coffee - the miracle potion - and head straight into a team "stand-up" meeting to touch base with the rest of the team. I am then guided by my calendar where - given the nature of the startup world - I move between meetings, drafting content, ideas or prospective calls! A fairly decent mix of events to keep the blood pumping. The beauty of comms work is that no day is ever the same.
What advice would you give your 21 year old self?
Keep going. They don't dislike you, it's your energy they can't control. Someone will find use for it, one day! P.S. You're smarter than you let on!
What is the one thing you wish you’d known when you started working in Comms?
"Career" trajectory isn't a straight line. Therefore, have no pressure to peak "now"!
What’s your greatest achievement to date?
Serving as the spokesperson for the (then) Premier of the Western Cape (In South Africa). It was my coming of age. I learnt so much and remain forever grateful for the experience.
Is there a particular comms campaign that you’ve seen in your career that you didn’t work on but wish you had?
Yes, the OATLY "Post Milk Generation" campaign. They managed to capture the heart, tone and mood of a generation (no pun intended). Effectively they gave birth to a movement. Would have loved to be in the room when that was conceived! Kudos to them!
What’s the key skill you think a successful comms person requires?
Thick skin. They'll be more "nos” than "yeses".