In today’s edition of Career Chat, we have a conversation with Manzini City Council Municipal’s Information and Communications Manager, Phumlani Matse. Matse is known for expressing strong opinions on social media and serves as the spokesperson for Eswatini’s most populous city.
Career Chat: What attracted you to public relations and communications?
Matse: My primary school teacher at Sydney Williams, Ms Lukhele, is the one who planted the communications dream in me in grade 3. She requested that we all possess membership cards from the Manzini Library. I used to read a lot. I remember the upper storey was reserved for university and high school students but because I was always at the library, despite being in primary school, the Librarian allowed me to go there and I read even more. I became fascinated with writing and the fine art of story telling and idea transmission and started writing poetry myself.
Career Chat: Please describe your professional journey and explain the progression that led you to your current role.
Matse: An important part of my early journey was when I was called by the then Times Editor, now acting Managing Director at Eswatini Observer, Mbongeni Mbingo. After reviewing several of my letters to the editor, Mbingo extended an invitation for me to contribute a weekly column in the newspaper every Monday. My readers’ feedback showed me they valued my unique writing style.
Through a stroke of luck, around 2005/6 I was Prince Lindani’s speech writer and language interpreter as he executed his duties through the Prince Lindani Foundation, hosting a delegation from Buckswood where he had been studying.
I went on to teach at Nthuthwakazi Primary school for two years then moved to Engudzeni High School where I taught Business Studies and subsequently, after recording no failures in form 3 for three consecutive years, I was able to produce 2 learners that made it to the top 50 students nationwide in Business Studies. I eventually was made the Head of Department, and under my leadership we recorded a 100% pass across the commercials stream.
My qualification this whole time was a Bachelor of Commerce obtained in UNESWA, with a major in Marketing. I decided to move back to Manzini to pursue once again my passion in Marketing and Communications. This was at the close of 2015. I started a business in 2016, alongside a university friend, and I was the Marketing Director. That business stands to today.
With limited experience in the corporate world, I found a job at Southern Trading Company in Matsapha. During my tenure with the company, I initially served as a Customer Liaison Officer and was subsequently promoted to Cash Sales Officer, all while completing my probationary period. From there I left to work for the Eswatini Revenue Service in November 2018, where I was hired as a Customs Officer at Mananga Border Gate.
After my first salary at ERS, I took a loan and paid for my master’s degree with UNICAF university, which I completed in 2021. I was then appointed to work at ERS Headquarters as a Taxpayer Services Officer, where I was later appointed to the role of Client Relationship Manager (CRM). Both positions were instrumental in my professional growth, providing opportunities to engage with clients across all organizational levels. This also was at a time when the Institution was transitioning from being the Eswatini Revenue Authority to Service, and the team I was in was an important operational aspect in introducing, communicating, Marketing, informing and sustaining the transition.
In June 2025, I transitioned from ERS, where I had gained significant experience in Client Experience, to take on the role of Information and Communications Manager at the Municipal Council of Manzini.
Career Chat: What strategies do you employ to effectively overcome challenges in public relations within local government?
Matse: In local government public relations, I’ve learned that the most effective way to overcome challenges is to stay proactive, transparent, and deeply connected to what’s happening on the ground. I work closely with internal departments to fully understand operational realities, which helps me communicate accurately and manage public expectations before issues escalate. I also rely on open, honest communication, especially when the message is difficult, because I’ve seen how transparency builds credibility and prevents misinformation.
Through consistent monitoring of community sentiment, regular engagement with stakeholders, and the development of strong relationships prior to any issues arising, I am equipped to respond with empathy, clarity, and effective solutions rather than resorting to pressure.
Career Chat: How should public relations practitioners practically handle a crisis, when they face one?
Matse: In a local government context, handling a crisis starts with getting the facts quickly and accurately. Thereafter, one proceeds to consult with senior management on the issue. I always make it a priority to gather information directly from the Management of operational teams involved, so I understand the real scope of the issue. Once I’m confident about the facts, I move immediately into communicating proactively sharing what happened, what the municipality is doing, and what residents can expect next. In crisis situations, silence does more damage than the crisis itself, so timely and transparent communication is crucial.
I also remain accessible to both the media and affected stakeholders, providing updates as the situation evolves. After the crisis has stabilised, I lead or contribute to a debrief process—reviewing what worked, what didn’t, and how we can strengthen our crisis communication systems going forward. This helps ensure that each crisis makes us more prepared for the next one.
Career Chat: Take us through your daily routine in the context of your public relations practice.
Matse: I start my day by scanning traditional and digital media to gauge public sentiment and identify potential issues for the municipality. I review our communication channels for resident feedback and trends, helping me prioritise tasks and proactively manage risks.
After that, I connect with different departments to receive updates about current projects, service issues, and any operational changes that might need to be shared with the public. These internal touchpoints are crucial because accurate information is the foundation of effective PR. Throughout the day, I craft and refine communication content—press releases, social media posts, speeches, campaign materials, and internal messages. I also liaise with media representatives, respond to enquiries, and support leadership with communication tools or briefing notes.
Local government work is unpredictable, so I adapt as needed. My day includes engaging with the community, supporting events, attending meetings, and handling communications. I end by reviewing outputs, checking analytics, and preparing for future campaigns to keep the public informed.
Career Chat: What advice would you give to young people in Eswatini who want to build a meaningful career in PR, communications, or media?
Matse: Start where you are and learn relentlessly. This field rewards curiosity, creativity, and consistency. Don’t wait for a perfect job or a big break, use every platform around you to practice your craft. Consider taking voluntary assignments like taking up a communications role for a school club, church group, community project, or a small business. Every experience sharpens your skills and builds your confidence.
Also, invest in your personal brand. In communications, you are your product. Learn to write well, speak clearly, think strategically, and stay informed about local and global trends. Network and build trust—mentorship can open unexpected opportunities. Stay authentic; your true voice stands out. Curiosity, humility, and a commitment to growth will help you succeed and make an impact in this field.
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