Comfort Tshabalala

25/08/2026

If you’re a PR practitioner, publicist, independent artist, record label, musician, event organiser, brand, agency or business owner, this one is for you.

You might have an album coming out, a new single, an event, a product launch, a campaign or a new business.

That’s all great. But on its own, it isn’t necessarily a story.

When you’re pitching to an editorial team, the question isn’t only “What are you launching?” It’s also: “Why should our audience care?”

I’ve spent more than 10 years working in media, and this is one of the common mistakes I see when people pitch stories to editorial teams.

So, before you send that next pitch, take a step back and think about the story behind the announcement.

What’s the angle? Who does it matter to? And why now?

I break it down in this video.

I have the Instagram teleprompter a try and I think I like it 😉

23/08/2026

What does it really mean to be a provider?

For many men, providing is tied to identity, responsibility and what they believe it means to be a good man.

But what happens when the pressure to provide becomes too much? And how does that pressure shape relationships, money and the way men see themselves?

In the latest episode of Money Is Not Black or White, we got out on the ground and asked men what being a provider really means to them.

Honest conversations. Different perspectives. No easy answers.

Because money is rarely just about money.

20/08/2026

Some days, there isn’t really a story to tell.

Just a nice day, a little space to breathe, and a reminder that I actually enjoy the work I’m doing. Building, learning, creating, figuring things out as I go.

And occasionally stopping long enough to take a nice picture.

18/08/2026

The media industry you’re entering may not be the media industry you studied for.

I’ve spent more than 10 years working across television, newsrooms, digital publishing and branded content, and I’ve had a front-row seat to how dramatically the industry has evolved.

Now, even universities are responding to that shift with degrees specifically focused on content creation.

If you’re thinking about a career in media, journalism, communications or content, my advice is simple:

Build skills that can travel.

Learn to write. Learn to interview. Learn audiences. Learn the tools. Understand the business. And, above all, stay curious.

Because the job you eventually have might not exist yet.

Prepare to keep learning.

18/08/2026

I came across this photo today and it stopped me in my tracks.

There I was, holding a microphone, and the funny thing is, I was such a shy girl. I honestly have no idea how I ended up with that microphone in my hand. 😂

I was quiet. I still am, actually. People who know me will tell you that.

A colleague said something to me recently that made me laugh. She said, “You’re always so quiet, and then I went through your social media and found all these videos of you yapping!”

And I thought… isn’t life funny?

Almost 18 years after that photograph, I’ve worked across television, newsrooms, publishing and branded content. I’ve spent much of my career telling stories, interviewing people and communicating for a living.

At the Lincoln Mali Leadership Summit, Charmaine Houvet reminded us never to forget where we come from. Purpose is often rooted in our story, and true leadership is measured by how many doors we open for others.

Looking at this photograph today, I think about that differently.

You don’t always know what God has planned for your life.

Sometimes, the quiet girl with the microphone has no idea what she’s becoming.

And sometimes, life has a way of revealing the story much later.

Some things really do only make sense in hindsight.

16/08/2026

13/08/2026

I never shared these here, but I think about this moment quite often.

A few months ago, I hosted a conversation on optimising communications through digital innovation.

Standing there, talking about where media and communication are going, I couldn’t help thinking about how much the industry has changed since I first entered it.

- The platforms have changed.
- The technology has changed.
- The way we consume information has changed.

But I’m still fascinated by the same thing: How do ideas move through people?

That’s probably the question that keeps me curious about this work.

And, apparently, after more than a decade, I’m still figuring it out.

12/08/2026

A few seconds can travel further than the full conversation ever did.

A clip is pulled from a podcast, posted on social media, and suddenly thousands of people are discussing it.

But what happens to the meaning when a short clip travels without the conversation it came from?

In a world where information moves quickly and podcast clips can become viral content, context has become part of communication.

The interesting question isn’t only why something trends. It’s what happens to an idea when it leaves its original context and enters a completely different conversation.

I’ve been thinking about the relationship between communication, information, context and social media — and how quickly a few seconds can reshape the way people understand a much longer conversation.

Does the meaning travel with the clip?

11/08/2026

Somewhere between the climb and the view, I remembered that not everything needs to become a lesson.

Some things are just worth experiencing.

I took these photos on a hike and never posted them. I think I was saving them for a moment when I didn’t need to explain them.

So here they are. 🌿

11/08/2026

Your website might not be your front door anymore. So where are people and AI finding you?

I’ve been thinking about this one. 👀

This morning, an email landed in my inbox with the subject line: “Webinar: How to Optimise Your LinkedIn Strategy for AI Search.” It caught my attention.