Mciniseli Kunene receiving his Academic Excellence Award from the late Prime Minister, Madvulo Dlamini during the 2018 Limkokwing University of Creative and Technology convocation ceremony.
Background
Mciniseli Kunene comes from humbling beginnings having been raised by his mother. He did his primary education at Nhlambeni Nazarene Primary School before moving to the Southern part of the country, Nhlangano. He did his secondary and High School at Madulini High School. In 2015, he enrolled at Limkokwing University of Creative and Technology where he was pursuing an Associate Degree in Public Relations. He Excelled in his studies thus earning a fully paid scholarship to study at Limkokwing University of Creative and Technology, Botswana campus. He fell in love with journalism which is why he decided to enroll for an Honours degree in Journalism and media. After finishing his studies, he became a lecturer at Limkokwing University of Creative and Technology, where he made a name for himself through producing journalists that are taking the industry by storm.
Mciniseli sharing a light moment with one of his students during a field trip organized by Khulekani Nene (Wearing Black clothes).
An Astute Public Relations Practitioner
Mciniseli Kunene is an astute Public Relations Practitioner who is one of the pioneers of the Public Relations Institute of Southern Africa, Eswatini chapter. He is a PR consultant who has played an important role in improving the PR sector in the Kingdom of Eswatini.
Some of the PRISA, Eswatini chapter posing for a picture with former PRISA (RSA) president, Victor Sibeko at Malandela, in Malkerns. A press statement written by Mciniseli on behalf of his client, SM Jele Attorneys
Graphic Designer
Having done Public Relations at Limkokwing University of Creative and Technology, Mciniseli Kunene fell in love with graphic design a skill he honed later on after enrolling for his Honors Degree in Journalism and Media.
Mciniseli designed this magazine as a final project in Botswana from scratch. He wrote the stories and also did page layout thus earning a distinction for his work.
A Sub Editor
As a lecturer at Limkokwing University of Creative and Technology, Mciniseli Kunene played the role of being a sub editor for all the students’ publications under the Writing for Print Media module. He graded the students’ graphics and layout, their stories, and other elements.
Later on, he became the Sub Editor for Swaziland Viral News, an in-house newspaper that was established by a group of students as part of their internship programme. This newspaper went on to produce many publications and one of the publications can be accessed using this link:
He assisted the interns in refining their newspaper’s layout and assisted in improving their Media Writing Skills after spotting many grammar errors in their publications.
Conclusion
Mciniseli kunene is a creative and results-oriented Journalist and PR Practitioner who has strive to be the best. He has produced gems who are taking the industry by storm. He has what it takes to work as a Sub-Editor at a big media outlet like the Times of Eswatini.
On 19 September, 2025, Lieutenant-General Nhlanhla Mkhwanazi concluded his 3-day presentation at the Madlanga Inquiry Commission that was set up to investigate the rot in the South African Police that allegedly involved high profile politicians in the Republic of South Africa. This inquiry was set-up to investigate the allegations made by Lieutenant General Mkhwanazi in a press conference held on 6 July, 2025, where he accused Minister of Police and other High ranking officials of wrongdoings in the country that led to the interference with police’s investigations of political killings that took place across the country.
As PR Watchdog Eswatini, after careful analysis of the behavior of Lieutenant-General Mkhwanazi that has turned him into a household name in South Africa, we have compiled Public Relations lessons that organizations can learn from this noble Police Officer who is ‘holding the bull by its horns’ as we speak much to the delight of the general public. Here are the PR lessons we can learn:
Lieutenant-General Mkhwanazi listening attentively during the Madlanga Inquiry Commission (Courtesy picture)
BE PROACTIVE INSTEAD OF BEING REACTIVE
Many South Africans didn’t know about the current status quo of the state capture by alleged criminals like Cat Matlala, who seem to have enjoyed many privileges which included being protected by high ranking government officials and state agents alike. Instead of waiting for the media or any whistleblower to come forward, Mkhwanazi took it upon himself to call a press conference held on 6 July, 2025, with his team by his side, he briefed the nation about the latest developments which led to the general public vowing to back him up throughout this trajectory that has led to the death of many people.
Lesson: In Public Relations, you need to be proactive instead of being reactive. The moment you become aware of a potential crisis that can jeopardise your image as an organization, the stakeholders will appreciate if you come forward before everyone else. This will show that you foresee the future and you are willing to rectify the issue at hand with due diligence.
Clarity, Candor, and Directness in Communication
Mkhwanazi is known for his blunt, unambiguous, and jargon-free language. He doesn’t hide behind corporate speak or vague promises. Those who listened to his presentation at the inquiry, they will tell you that he was straightforward and didn’t use ambiguity in his presentation which could have left a room for misinterpretation.
Lesson: In Public Relations, especially during a crisis or during routine updates, clear and direct communication builds trust. It shows confidence and leaves no room for harmful misinterpretation. Stakeholders (the public, media, employees) appreciate honesty, even when the news is bad. Don’t obfuscate; be clear about the challenges and the planned response.
Leading from the Front and Visibility
As a senior leader, Mkhwanazi is consistently visible at major crime scenes, operational takedowns, and public engagements. He doesn’t delegate communication during a crisis to junior spokespeople while remaining in the office. Today, he explained why he was wearing his full gear uniform while accompanied by his team during the 6 July, 2025 press conference.
Lesson: Visibility is a PR strategy. Being present demonstrates commitment, accountability, and empathy. It shows that leadership is personally invested and not detached from the reality on the ground. This builds immense credibility and humanizes the organization.
Lieutenant-General Mkhwanazi in one of the press conferences (courtesy picture)
Demonstrating Competence and Action
His communication is almost always accompanied with a demonstration of action, strategic understanding and findings that back up what he is saying. He explains the data in his team’s possession, what is being done, why, and how. For example, his detailed explanations on the Communications that took place between Mr. Cat Matlala are backed up by the availability of cellphone data that completes the puzzle. Stakeholders are always intrigued by the proves ion of evidence of research in every claim made and that is what has been provided throughout.
Lesson: PR is not just about talking; it’s about demonstrating action and providing data that justify certain decisions taken by the powers that be. Communications must be backed by visible, competent action. “Show, don’t just tell” is a powerful tool for building confidence and shifting the narrative from criticism to constructive action.
A graph demonstrating the connection between Cat Matlala and other controversial figures with Public officials (courtesy picture)
Managing Expectations Realistically
Mkhwanazi often tempers public expectation with realism. He acknowledges the scale of challenges like cable theft, gangsterism, or organized crime without making grand, unbelievable promises of instant solutions. The Lieutenant-General has never made bold declarations like edadicating crime but has assured the nation that under his watch, he will do everything possible to create a safer South Africa for them to live in.
Lesson: Under-promise and over-deliver. Setting realistic expectations prevents future disappointment and accusations of failure. It’s better to be honest about a long, difficult process and then show incremental progress than to promise a quick fix that never materializes.
Strategic Use of Tone and Demeanor
He masterfully adapts his tone to the situation. This is a man who has mastered the art of speaking in a tone that will resonate with his audience at any given time or place. He carefully selects his words to suit the narrative and his speeches strike the chord of the audience. We are seeing a man with emotional intelligence gracing us with his presence that has become the talk of town! What a time to be alive and here is how he does it:
· At a crime scene: He is sober, respectful, and determined. · Addressing criminals: He is fiercely authoritative and threatening (e.g., his famous “we are coming for you” warnings). · Addressing the public: He is reassuring and informative. Lesson: Emotional intelligence is key to PR. Understand the emotional state of your audience and tailor your tone accordingly. A one-size-fits-all message lacks authenticity and impact.
Embracing Accountability (Even When It’s Difficult)
While defending his officers when appropriate, Mkhwanazi has also been quick to condemn criminal behavior within the SAPS. This draws a clear line, showing the public that the organization has standards and is not above the law it serves. High ranking police officials who include police commissioners and other state agents have been publicly called to order by the Lieutenant-General much to the excitement of the observers and stakeholders.
Lesson: Acknowledging your organization’s flaws can be a strength. It builds integrity and shows a commitment to self-correction. Trying to hide failures always backfires worse than addressing them head-on.
Powerful, Memorable Soundbites
Mkhwanazi is adept at creating clear, strong, and quotable statements that resonate with the media and the public. Phrases like “We are not going to negotiate with criminals, we are going to deal with them” are simple, powerful, and clearly communicate stance and policy. A
“Sometimes you ought to put away your Parabellums and the blue uniform, put on your boots, and face the enemy directly.”- General Mkhwanazi, 2025, Madlanga Commission.
Lesson: Craft your core messages. Have a set of clear, repeatable, and impactful key messages that can be easily understood and disseminated. This ensures your narrative cuts through the noise.
Understanding the Media Landscape
It took a press conference for Lieutenant-General Mkhwanazi to become a household name. His appearance on the media on 6 July, 2025, has shaped the South African history and has earned him a place in the hearts of peace loving South Africans. He uses the media as a force multiplier. His strong statements and visible actions generate significant positive coverage. He also uses press conferences strategically to make major announcements, ensuring the message is controlled and comes directly from the top.
Lesson: the media is a channel, not an enemy. A proactive, transparent relationship with the media can be used to amplify your message, demonstrate transparency, and reach a wide audience effectively.
At the moment, we can only sit down and watch as the Mkhwanazi masterpiece is about to reach its climax. As a PR Agency, we can only pin-point
The Eswatini National Provident Fund (ENPF) is proposing a change from its current provident fund system to a national pension fund. To put this simply, a provident fund saves money for workers throughout their working life and pays it out as one lump sum when they retire. This model, while straightforward, can leave retirees without a steady income after the lump sum runs out.
A national pension fund, on the other hand, provides regular monthly payments to retirees for the rest of their lives. This system seeks to offer better financial security during retirement by ensuring a continuous income.
Case Study
If you currently have E150,000 in your ENPF (Eswatini National Provident Fund) account, the impact of the conversion from a provident fund to a pension fund would typically change how you receive your retirement benefits:
Under the current provident fund system: You would receive your full E150,000 as a lump sum payment when you retire.
After conversion to a pension fund: Instead of a one-time lump sum, your E150,000 would be used to calculate a monthly pension payment that you would receive for life after retirement. This monthly pension amount depends on factors such as your age at retirement, expected lifespan, interest rates, and actuarial assumptions made by the pension fund.
The idea is to provide you with a steady income every month rather than a single payout, which aims to ensure you have continuous financial support during retirement rather than a large sum that might run out.
Observations from Other Countries on Provident to Pension Fund Conversions Several countries have made similar transitions, with mixed outcomes that Eswatini should study carefully:
• South Africa: Pension fund conversions have been complex, sometimes leading to disputes around the valuation of transferred assets and concerns that members lost a portion of their benefits in the process. Research shows that decisions to convert were often made top-down by company boards, raising questions about trustees acting in members’ best interests.
Malaysia: The Employees Provident Fund is one of the largest mandatory provident schemes globally. Lessons from Malaysia emphasize the importance of robust governance and transparent communication to maintain public trust during such transitions.
• Singapore: Their Central Provident Fund maintains compulsory savings but carefully regulates investment strategies to protect members’ savings and ensure stable returns. Singapore’s model is highlighted for its diversification and sustainability, but it also shows that careful management is critical.
• Africa-wide: Across the continent, including countries like Kenya and Tanzania, transitions towards pension-based systems aim to improve inclusivity. However, they reveal challenges such as reaching informal workers, managing fiscal risks, and ensuring the financial viability of pension schemes.
Advices to Government and ENPF
Acknowledging the complexity and challenges seen in other contexts, PR Watchdog Eswatini advises a cautious, transparent approach for Eswatini’s ENPF conversion:
• Avoid rushed implementation without comprehensive stakeholder engagement. • Ensure trustees act in the best interests of members, with oversight mechanisms to prevent top-down decisions that may harm beneficiaries. • Provide clear, accessible information about potential risks, benefits, and protections. • Learn from cases where lack of transparency or poor management led to loss of trust and financial setbacks.
Only through open dialogue, careful planning, and respect for contributors’ interests can Eswatini navigate the complicated process of reforming its retirement system.
In the relentless rush to break news, where every second counts and the pressure to be first is immense, even the most seasoned journalists can find their ethical compass swaying. This tension was recently, and tragically, illustrated when the Times of Eswatini published graphic photographs of a deceased woman involved in an accident.
The story that was published by Times of Eswatini where the pictures of the deceased were published causing an uproar from the public.
The public outcry was swift and justified. The decision, likely driven by the competitive hunger for clicks and exclusivity, caused profound pain to a grieving family and violated a fundamental tenet of human dignity. It serves as a stark moment for introspection within our nation’s media fraternity. In navigating such complex ethical terrain, perhaps we need to look beyond modern charters and recall an ancient philosophical principle: The Golden Mean.
For journalists in Eswatini operating under unique social and political pressures, this timeless theory offers not a rigid rule, but a wise and practical framework for responsible reporting.
What is the Golden Mean?
Originating from the Greek philosopher Aristotle, the Golden Mean is the ethical concept that virtue lies between two extremes: one of excess and one of deficiency. It is the pursuit of balance, the middle path that avoids both reckless action and cowardly inaction.
For a journalist, this isn’t about playing it safe or producing bland news. It is about finding the courageous and professional midpoint between competing pressures.
Navigating a Complex Industry
The pressure on Eswatini’s journalists is real. The digital age demands speed, and the economic landscape can be challenging. However, succumbing to the extreme of sensationalism erodes the very foundation of your profession: public trust.
The Golden Mean provides a resilient compass. When faced with a difficult decision, ask yourself:
1. What is the virtuous middle ground between these two extremes? 2. Does my approach respect the humanity and dignity of those involved? 3. Am I serving the public interest, or merely the public’s curiosity?
Choosing the balanced path is not a sign of weakness; it is the hallmark of strength, wisdom, and true professionalism. It is what builds a reputable, trusted, and sustainable media outlet.
To the editors, reporters, and photojournalists of Eswatini: you hold immense power. With it comes great responsibility. In the pursuit of truth, let the Golden Mean guide you away from the extremes that harm and towards the balance that informs, respects, and ultimately, elevates our society. Your credibility, and your conscience, are worth more than any headline.
Many social media users in Eswatini have amplified the calls for companies that have used the ‘Lugodvo Kimi’ line on their adverts to pay the comedians who are behind the trend: Gogo Eswatini, Slwane, Slim Bee and Hembe. This is understandable so judging by the state of Arts industry in the country with locals yet to earn for their contents on social media sites like Facebook and TikTok.
The four comedians who have been credited for coming up with the ‘Lugodvo Kimi’ that has taken the Internet by storm.
Although these are genuine points being raised by social media users, at PR Watchdog Eswatini, we are sorry to be the bearer of bad news – companies who have newsjacked this trend are not at liberty to pay the comedians. Here is why:
Companies typically cannot pay comedians for using their comedy lines shared on social media mainly because of the complexities around copyright and intellectual property rights related to jokes and comedy material. While jokes and comedy routines can be copyright-protected if they meet originality and fixation requirements, the practical enforcement of these rights is challenging, especially on social media.
The issue revolves around distinguishing between the idea behind a joke (which is not protected) and the specific expression (which can be protected), as well as the difficulty in controlling and licensing the use of short, often viral, content online. Streaming services and social media companies have also resisted paying royalties for comedians’ recorded routines shared or used on their platforms, complicating direct payments for joke usage.
Key points include:
Comedy lines can be copyrighted if they are original and recorded or fixed in a tangible form, but the protection applies only to the specific expression, not the underlying idea.
Enforcement of copyright on social media is complicated by the ease of copying and sharing, the short nature of jokes, and the costs and challenges of legal actions.
Industry norms traditionally helped prevent joke theft among comedians, but these norms are less effective on social media where content is widely and anonymously shared.
Some comedians have begun legal action demanding royalties for public performance rights on streaming platforms, but platforms often resist or negotiate limited agreements.
Fair use, parody exceptions, and other legal considerations also impact whether companies can freely use comedians’ lines without paying.
In summary, companies don’t usually pay comedians for using comedy lines shared socially because of the legal and practical difficulty in asserting and licensing copyright on short, viral comedic content, and because copyright protection for jokes is complex and not always clearly enforceable in that context.
In today’s fast-paced media environment, capturing the attention of your target audience requires more than just traditional advertising or scheduled press releases. At PR Watchdog Eswatini, we believe one of the most effective strategies for standing out in the cluttered world of public relations and marketing is newsjacking— a dynamic approach that brands and agencies can leverage to amplify their message and boost engagement.
The four comedians who are credited for the ‘Lugodvo Kimi‘ trend on social media.
Bringing it closer to home, recently, a theme in one of the skits done by a group of comedians in Eswatini that comprises of: Gogo, Slwane, Hembe and Slim Bee is the talk of town and is currently trending in Eswatini and the Republic of South Africa. Organizations have joined in the fun and are currently riding on the ‘LugodvoKimi‘, trend, an activity that is known as newsjacking in the Public Relations and Marketing field. But what exactly is newsjacking?
What is Newsjacking?
Newsjacking is the art and science of aligning your brand or message with a breaking news story or trending event. By injecting your insights, products, or services into the ongoing conversation, you can benefit from increased visibility and relevance, often at a fraction of the cost of standard media campaigns.
For example, when a major sporting event, political development, or viral social trend emerges, companies that respond quickly with timely, relevant content can gain significant media coverage, social shares, and audience interaction.
A recent post on social media by Eswatini Mobile that currently trending.
Why is Newsjacking Important for PR and Marketing?
1. Instant Relevance and Visibility The essence of newsjacking lies in its timing. When you tap into something that’s already capturing public interest, your brand rides the wave of that attention, making your message more impactful and likely to be picked up by journalists and influencers.
2. Cost-Effective Opportunity Unlike paid advertisements, newsjacking relies on organic trends. With a well-timed press release, social media post, or expert commentary, your brand can achieve widespread exposure without exorbitant marketing budgets.
3. Engages a Wider Audience
Trending news stories spread quickly, often crossing different demographics and regions. Aligning your messaging with such news can help you reach audiences beyond your usual market segments.
How to Practice Effective Newsjacking
– Monitor News and Trends Constantly Stay updated with reliable news sources and social media trends. Tools like Google Alerts, Twitter trends, and industry news aggregators are invaluable.
– Act Swiftly Timing is crucial. The window to newsjack effectively is typically short — often just hours after a story breaks.
-Ensure Relevance and Authenticity** Only piggyback on news stories that genuinely relate to your brand, products, or values. Forced or insensitive connections to unrelated news can backfire and damage credibility.
– Prepare a Crisis Communication Plan Newsjacking can be risky if not handled carefully, particularly around sensitive or controversial news. Always have an ethical approach and a strategy to manage unexpected backlash. Our advice is that organizations must stick to less sensitive trending issues or themes and shy away from trending issues that may backfire.
The Role of PR Agencies like PR Watchdog Eswatini
At PR Watchdog Eswatini, we specialize in guiding businesses on how to leverage newsjacking effectively. Our team assists clients by:
– Identifying relevant trending topics aligned with your brand. – Crafting timely responses and strategic content. – Managing media outreach to maximize coverage. – Monitoring public reactions and measuring impact.
In Conclusion
Newsjacking is more than a trendy PR buzzword — it’s a powerful technique that, when executed thoughtfully, offers brands significant competitive advantage in today’s digital-first world. At PR Watchdog Eswatini, we encourage businesses and marketers to embrace this strategy as part of a robust, agile communication plan.
By staying alert, acting with speed, and maintaining authenticity, your brand can ride the wave of current events to build stronger connections, enhance visibility, and drive real results.
The internal dispute over the ownership of Mbabane Swallows, one of the ‘Big Three clubs’ in Eswatini, finally reached its climax as the two factions exchanged heated words live on Channel Yemaswati. When two elephants fight, it is the grass that always suffers- with the Premier league of Eswatini about to kick-off, we at PR-Watchdog Eswatini can imagine the confusion that is at the Mbabane Swallows camp at the moment as players and supporting staff members are in sixes and sevens. There is a lot of uncertainty as to how will the team resolve this quagmire as both Mbabane Swallows PTY LTD and Mbabane Swallows F.C aren’t willing to backdown to an extent that recent media reports suggest that both parties have hired their own coaches and have both written to request the utilisation of the Somhlolo National Stadium.
Mbabane Swallows players pose for a group pictire(courtesy picture)
On behalf of PR Watchdog Eswatini, a public relations agency committed to fostering unity and professionalism, we advise the two factions claiming ownership of Mbabane Swallows to adopt a collaborative conflict management strategy for the upcoming season. Given that neither faction is willing to back down, collaboration is the most constructive pathway to resolving the dispute while preserving the club’s integrity and future success. At the moment, no sponsor is willing to invest in the ‘Birds’ Nest’ and there is no prize for guessing the reason behind such an unfortunate situation at hand.
But what will it take for the two factions to work together for the greater benefit of this football team? Well let us unpack it:
The first step in collaboration involves establishing open and respectful dialogue between the factions. It is essential that both parties engage in honest communication focused on the shared goal of the club’s well-being rather than personal power struggles. In the ‘People and Places’ programme that was hosted by veteran journalist and Channel Yemaswati owner, Qhawe Mamba, there was no honest communication that took place as both parties were defensive and willing to exchange blows, much to our disappointment. Should we remind both parties that dialogue creates a foundation of understanding and reveals common interests that transcend individual claims?
Mbabane Swallows fans in a jovial mood during one of their games (courtesy picture)
Next, both sides should commit to a structured mediation process facilitated by a neutral third party who is respected by both factions and understands the local football context. Mediation offers a safe environment to explore solutions, clarify misunderstandings, and negotiate compromises without public confrontations that damage reputations. There are lawyers who are die-hard Mbabane Swallows supporters who should step up in order to mediate in this situation for the greater benefit of this team. We saw ‘learned Friends’ at the Manzini Wanderers camp rising up to the occasion during the recent court cases that yielded positive results for the ‘Weslians’.
A collaborative approach also requires a focus on collective decision-making. The factions should form a joint management committee responsible for day-to-day club operations and strategic planning. Sharing responsibilities helps diffuse tensions and demonstrates to fans, sponsors, and players that the club remains united despite the dispute. In this joint management committee, both factions must be equally be represented in each and every position. Perhaps we can take a leaf from how Governments of National Unity are being formed in politics.
To support collaboration, the factions should prioritize the club’s legacy, players, fans, and community impact as central to their negotiations. Reminding all parties that the club’s success and reputation are at stake encourages a mindset of partnership rather than rivalry.
Finally, collaboration includes preparing a clear post-resolution plan that outlines how the club will move forward together, strengthen governance, and prevent future conflicts. This could involve revising club statutes and establishing dispute resolution mechanisms that enable swift, internal handling of disagreements.
In conclusion, while it is understandable that both factions feel strongly about ownership, collaboration through open dialogue, mediation, shared leadership, transparency, and a focus on the club’s collective interests is the best conflict management strategy. This approach minimizes reputational damage and instability, ensuring Mbabane Swallows can focus on a successful MTN Premier League season and beyond. PR Watchdog Eswatini stands ready to support both parties in this process, affirming that teamwork off the field is as vital as teamwork on it.un
Until then, Yize Bekhala, Yize belila, ayeza Manzini khona ozonetwa!
South African Businesswoman and new Mbabane Highlanders president, Shawn Mkhize (Courtesy Picture)
The recent announcement by the patrons of Mbabane Highlanders – the beloved “Black Bull” – has sent shockwaves through Eswatini football. Roping in the formidable South African businesswoman and former Royal AM owner, Shawn “Ma Mkhize” Mkhize, as President, coupled with the proposed rebrand to “Mbabane Highlanders AM F.C,” has ignited fierce debate and significant stakeholder resistance. While the patrons clearly see ambition and potential in this move, the path forward demands a masterclass in strategic Public Relations to bridge the trust gap and transform skepticism into united support.
Judging by the social media comments and posts from Highlanders’ supporters, it is clear that the journey ahead will be full of obstacles for the Mbabane giants. Who can blame them as it is an open secret that ‘Ma Mkhize’ has a controversial past that is being headlined by the recent decision by demise of his former club, Royal AM just last season.
Ma Mkhize’s son, Andile Mpisane in action for Royal AM (Courtesy Picture)
In Public Relations, it is during such times of adversity where we show what we are made of. At PR Watchdog Eswatini, we have compiled strategies that can be useful in navigating this tricky situation witnessed in the ‘Bull’s kraal’.
Before crafting the solution, we must acknowledge the legitimate roots of the discontent:
1. The Royal AM Shadow: Ma Mkhize’s tenure at Royal AM ended with the club’s contentious cancellation by the South African Premier League. Stakeholders fear instability, controversy, and potential reputational damage associated with that chapter. 2. Erosion of Heritage: The “Mbabane Highlanders” name is sacrosanct. It embodies decades of history, local pride, and tribal identity. Adding “AM” is perceived by many as a foreign imposition, erasing heritage for commercial gain, symbolizing a loss of control to South African interests. 3. Transparency Deficit:The decision appears sudden and top-down. Fans, sponsors, and the community feel excluded from a choice impacting their club’s core identity and future direction. 4. Fear of Commercialization Over Community: Concerns exist that Ma Mkhize’s involvement prioritizes profit and South African-style glamour over the deep-rooted community values and local development ethos of ‘Inkunzi Emnyama’. Furthermore, the turmoil that almost crippled arch-rivals, Mbabane Swallows was caused by almost similar phenomenon whereby the team was registered by their late Chairperson as his property. 5. National Pride: There’s an underlying sensitivity about a prominent South African figure taking a leading role in a flagship Eswatini institution.
A PR Strategy for Acceptance and Unity
At PR Watchdog Eswatini, we will bodly advice the powers that be that they must Publicly announce the abandonment of the “Mbabane Highlanders AM F.C” name and logo. Reaffirm unequivocally that the club will forever be Mbabane Highlanders F.C. PR Angle: Frame this as listening to the heartbeat of the club – its people. “We heard you. The name ‘Mbabane Highlanders’ is non-negotiable. It is our history, our pride, our identity. That identity remains untouched.” This demonstrates humility and respect, instantly diffusing the most potent source of anger. This will bring an end to the million dollar question of “what will happen to our team once the tenure of Ma Mkhize comes to an end?”
The old Mbabane Highlanders F.C Logo (courtesy picture)
Secondly, it is advisable to host a major, transparent press conference featuring both the patrons, supporters and Ma Mkhize. This press conference will allow all the stakeholders to voice out their own perceptions and how they can find each other and align their goals. PR Angle:Acknowledgethe Past: Ma Mkhize must directly address the Royal AM situation. A concise, sincere acknowledgment: “My experience with Royal AM ended in a way I did not anticipate. I learned difficult lessons about league governance and stakeholder management. I bring those lessons, both positive and negative, to this new challenge.” Avoid blame-shifting; focus on lessons learned. Furthermore, clearly Define the Role: Clearly articulate Ma Mkhize’s specific role as President. Emphasize it is strategic and advisory, focused on commercial growth, professional structures, marketing, and potentially continental connections. At the moment supporters and other stakeholders are on sixes and sevens regarding her role as club president and judging by the boldness to change the club’s name, a lot of people have many questions than others. In PR, we are trained never to leave room for the Public to form their own perceptions.
Thirdly, Mbabane Highlanders F.C should make use of influencers who will reach out to the hard-to-crack stakeholders with ease in order to ease the tension in the room. Highlanders management know their influential supporters who command respect from other supporters, they also have the contacts of club legands who should be leading in terms of influencing the stakeholders to calm down. At the moment, the patrons, using their powers appear to be forcing down the Ma Mkhize takeover down the throats of supporters who happen to be one of the most important stakeholders in the Bull’s kraal.
A section of Highlanders’ supporters in one of their games (Courtesy Pic)
Most importantly, at PR Watchdog Eswatini, we strongly advice the new management to:
Deliver Quick, Visible Wins: Action: Identify and execute tangible improvements within the first 3-6 months. PR Angle: Show, don’t just tell. Examples: Infrastructure: Announce and visibly commence upgrades to training facilities or the clubhouse. Commercial: Announce a significant new local or international sponsorship deal facilitated by new strategies. Community: Launch a high-profile youth development program or educational scholarship in the club’s name. Football: Secure a high-profile pre-season friendly against a respected opponent.
All in all, the appointment of Ma Mkhize is undeniably high-risk, high-reward. The botched rebrand amplified the risk. However, through exceptional, empathetic, and transparent Public Relations, Mbabane Highlanders can navigate this crisis.
By listening and acting on the name issue, directly confronting concerns about Ma Mkhize’s past with humility and a clear plan, redefining her role within the context of the club’s identity, and delivering visible benefits to all stakeholders, the patrons can transform skepticism into cautious optimism, and ultimately, acceptance. The goal is not to erase doubts overnight, but to build trust brick by brick, demonstrating that the heart of Inkunzi Emnyama remains Eswatini-made, while its ambitions are now globally supported. The future of Mbabane Highlanders depends on uniting its kingdom once more.
Welcome Ma Mkhize to the Eswatini Football arena. The road is a bittersweet one that looks interesting to us spectators. To the Highlanders’ faithfuls, we can only understand your doubts and concerns raised but we can urge everyone to unite and accept change-it is inevitable after all. Gwaza Nkunzi Emnyama!
After a tumultuous period marked by relegation, legal battles, and a season in exile, Manzini Wanderers’ reinstatement to Eswatini’s Premier League offers a chance for renewal. This news that one of the most loved and supported teams in Eswatini will again compete at the highest level surely brings a smile as wide as the Indian ocean to those who adore the ‘Marron and White side’. After eating a humble pie and forced to watch from the sideline, every stakeholder at the Club is aware of the mammoth task ahead if the team is to reclaim their rightful status in local football fraternity. The million dollar question is What must Manzini Wanderers do in order to change their fortunes around and reclaim those glory days? To be frank, the club must adopt a holistic, multi-year strategy addressing structural, financial, sporting, and community-driven challenges. Here’s a roadmap for their resurgence:
Manzini Wanderers’ logo (Courtesy picture)
Stabilize Management and Administration
To be frank, one of the downfall of the Manzini football club can be traced back to mismanagement of the club and in-fighting that repelled sponsors and left the club wandering towards a point of no return. Competent, transparent leadership team is the foundation of success. The team can learn from other football clubs and establish a management system that will compliment each other and avoid scenerios of the tail wagging the dog. Here is what the team can do:
Restructure the Board: Appoint experienced executives with expertise in football operations, finance, and governance. Ensure accountability to rebuild trust.
Legal and Regulatory Compliance: Audit club operations to align with PLE standards, avoiding future disputes. Make use of the legal advisors led by Advocate Tsotsi Mabila, that brought the club back to live to navigate contractual and regulatory frameworks.
Director of Football: Hire a strategic leader to oversee long-term vision, transfers, and youth development. This individual is crucial in ensuring that the team navigate through the challenges of local football and signs top players who will reclaim the glory days.
Manzini Wanderers legal team led by Advocate Mduduzi Mabila during one of their court cases against PLE (Courtesy Pic)
Squad Revitalization and Coaching
There was a time whereby Manzini Wanderers were unplayable. This club paraded phenomenal players who sent shivers down the spine of their opponents. I am talking about the likes of:Jerry Mbazo Gamedze, Tallos Masicane, Mrico Nxumalo, ‘Bin Laden’ Mdluli, Nkomishi Dlamini, to mention but a few. It is an open secret that a competitive squad is critical after a year without competitive matches and therefore it is crucial to: – Assess Current Players: Evaluate fitness, commitment, and skill. Retain core players who have been loaned to other teams while releasing underperformers. It is time for the team to priotize players who pride themselves in wearing the ‘Maroon and White’ jersey. – Strategic Signings: Blend experienced leaders with young talent. Target free agents or loan deals to manage costs. Prioritize local talent familiar with Eswatini’s football landscape. It is a fact that many players in regional football league await teams like Manzini Wanderers to poach them. It is therefore important for the team to scout raw talent who will bring value. – Reputable Coaching Staff: Hire a tactically astute coach with a player-development ethos. Implement modern training regimens to restore match sharpness. Great teams like F.C Barcelona managed to reclaim glory days through Hiring gaffers who have what it takes to stir a team to silverware. – Sports Psychology: Address morale and mental resilience through workshops, fostering unity post-adversity.
Financial Restructuring and Revenue Generation
Post-relegation financial strain demands prudent management. The team has not managed to generate revenue over the past year as they remained in exile. Therefore, it is an open secret that the team is in need of financial injections in order to remain at the top flight. Which is why the team should: – Sponsorship Drives: Leverage the club’s storied history to secure local and regional sponsors. Offer branding opportunities in stadiums and digital platforms. The team is one of the most followed in the land and it is time to use that to lure sponsors. – Diversify Revenue: Boost matchday income with affordable tickets, merchandise, and fan experiences. Explore streaming services for remote supporters. There are many campaigns that the team can engage in to boost revenue. They can take a leaf from Kaizer Chiefs, a team that has an insurance company and other diversed products and services. – Cost Management: Implement strict budgets, prioritizing youth development and infrastructure over high-wage signings. Through recruiting the youth and signing players who will not dig deep into their coffers but will deliver tangible results, the Weslians can pull it through.
Manzini Wanderers models showcasing some of the merchandise for sale (courtesy pic)
Fan Engagement and Community Relations
Reconnecting with supporters is vital for morale and revenue. It was dishearting to see die-hard Manzini Wanderers supporters like Sdumo ditching the club in order to join other clubs. But there is no point crying over spilt milk as the team commands following that need to be revived throughout the country through: – Community Outreach: Launch initiatives like charity matches, school visits, and coaching clinics to rebuild goodwill. – Enhanced Matchday Experience: Upgrade stadium amenities, introduce family-friendly zones, and organize pre-match entertainment. – Digital Presence: Actively engage fans on social media with behind-the-scenes content, player interactions, and updates on rebuilding efforts.
Manzini Wanderers players pose for a picture (courtesy picture)
All in all, Manzini Wanderers’ journey back to prominence hinges on patience, strategic investment, and unity. By stabilizing management, investing in youth, engaging fans, and embracing innovation, the club can rise stronger. This blueprint requires unwavering commitment from stakeholders, but with resilience, Wanderers can once again become a beacon of Eswatini football. The road is long, but the payoff—a legacy of sustainable success—is worth the grind.Manzini Wanderers’ journey back to prominence hinges on patience, strategic investment, and unity. By stabilizing management, investing in youth, engaging fans, and embracing innovation, the club can rise stronger. This blueprint requires unwavering commitment from stakeholders, but with resilience, the Wanderers can once again become a beacon of Eswatini football. The road is long, but the payoff—a legacy of sustainable success—is worth the grind.
MAHHALA HAA WESELI! WELCOME BACK MANZINI WANDERERS
A poster made in honour of newly crowned Eswatini Premier League champions, Nsingizini Hotspurs
In the heart of Eswatini, a small kingdom nestled in Southern Africa, a footballing fairy tale unfolded as Nsingizini Hotspurs clinched their first ever Premier league title, leaving favourites police side, Royal Leopards in sixes and sevens. Their victory is not just a celebration of sporting excellence but a masterclass in resilience, strategy, and community spirit. For teams and organizations worldwide, their journey offers invaluable lessons on achieving greatness with limited resources. Here’s what we can learn from their remarkable success.
The Power of Community Engagement
Nsingizini Hotspurs’ triumph underscores the transformative role of community support. In a nation where football is a unifying passion, the club has deeply rooted itself in local culture. By engaging fans through outreach programs, local events, and inclusive initiatives, the team transformed supporters into stakeholders. This bond fostered unwavering loyalty, turning home matches into electrifying gatherings. The lesson? When a team embodies the hopes of its community, it gains an intangible strength—a twelfth player on the field. No wonder the entire Shiselweni region is rallying behind Nsingizini Hotspurs. Through buying merchandise and attending games, the supporters showed that they are fully behind the team.
Nsingizini’s supporters in jovial mood captured during one of the team’s games(courtesy picture)
Investing in the Team Without the financial muscle to import many star players, Nsingizini focused on nurturing homegrown talent while investing in club’s infrastructure. By establishing youth academies and scouting networks, they tapped into Eswatini’s raw potential. Young players were given opportunities to shine, blending hunger with a shared cultural identity. This approach not only built a sustainable model but also instilled pride within the team. For other clubs, it’s a reminder: the next generation isn’t just the future—it’s the present. The team has built an incredible stadium and hired the best personnel to form a formidable team in and outside of the field of play. This team parades the best graphic designers, cameramen, coaches and backroom staff, to mention but a few.
One of the youngest players who rose to stardom during this season (courtesy picture)
Strategic Financial Management
Operating in a league with modest budgets, Nsingizini’s success hinged on frugality and creativity. Instead of splurging on short-term fixes, they allocated resources to critical areas like coaching and infrastructure. Partnerships with local businesses and grassroots fundraising initiatives provided steady revenue streams. Their story proves that financial constraints need not be a barrier to success—wise prioritization can level the playing field.
Leadership with Vision
Behind every underdog story is visionary leadership. Whether through a charismatic coach or a forward-thinking management team, Nsingizini’s leaders crafted a clear philosophy. They emphasized teamwork over individualism, adaptability over rigidity, and long-term growth over quick wins. This clarity of purpose allowed the club to navigate challenges and stay focused on their ultimate goal. Kudos to Mr Derixk Shiba and his team, who can be called visionary leaders who are behind this formidable brand that is becoming the talk of town.
Resilience and Unity The path to glory was likely fraught with setbacks—narrow losses, injuries, and financial hurdles. Yet Nsingizini’s players and staff persevered, united by a collective belief. Their cohesion on and off the pitch turned adversity into fuel. In a world obsessed with instant results, their resilience is a testament to the power of patience and grit.
Nsingizini’s players in a team talk (courtesy picture)
A Blueprint for Underdogs Everywhere Nsingizini Hotspurs’ league title is more than a sporting achievement—it’s a narrative of hope. It teaches us that with community roots, smart planning, and unyielding determination, even the smallest clubs can conquer giants. For organizations beyond football, the lessons resonate: success isn’t about the size of your budget, but the depth of your vision and the strength of your collective heart.
In celebrating Nsingizini, we celebrate the underdog in us all—proof that passion, when channeled wisely, can rewrite destiny. ‘Phakama Shiselo’!
PR Watchdog 