University of Johannesburg alumnus and award-winning brand communicator Sylvester Chauke is joining the Faculty of Humanities’ Department of Strategic Communication as a Professor of Practice.
Chauke, well known for his pioneering work in the field of Public Relations and Marketing, is the founder of DNA Brand Architects – a Marketing and Brand Consultancy company.
As a brand builder and strategist, entrepreneur and marketing communicator, Chauke is best suited for this role that will see him engage with students to bridge the gap between industry and academia.
“It’s a full circle moment for me. I walked the corridors of UJ for a long time. When I graduated to go into the industry, I never really left the university. I have always been a part of it in some form or another. Being appointed in this position is a showcase of my deep experience and knowledge.”
Chauke, a graduate of the Strategic Communication Department, has guest lectured for a number of years, and invested much of his time through a bursary programme that has helped educate students, internship programmes at DNA and agency visits for students to experience what it is like to work in industry. He has also been part of the advisory council at the University and has been reappointed three times in the last decade.
This position as a Professor of Practice, says Chauke, will help to instil knowledge and expertise in practice within the academia space at UJ.
“The department understands the need to ensure there is a healthy balance between theory and practice. There has always been a focus on ensuring that there are enough people from industry who are participating in academia within the university every semester.”
He added that in his role he would ensure a constant influx of information that balances and bridges academia and practice.
“I see this role as being able to enlighten the students and the curriculum to really ensure that what they are learning is fit for purpose when they are in industry.”
His three-year tenure will include insights into research work – how to bring knowledge and new contributions into the sector.
“What has been interesting in the last 25 years is the fact that our industry is still very untransformed and there has not been a serious push to try to change that at least in an impactful or meaningful manner, so for me it’s important for young students to see people who look like them and have different ideas, thoughts and experiences, because that is going to matter.
I hope that this appointment reminds every young communicator that their voice matters and that they belong in this industry and are important for the future development of it.”
He applauds UJ for their transformation and innovation initiatives over the years, something he has also strived to do with his company.
“The university has always leaned into these values and strategic themes. We don’t only want to teach students to pass exams, we want them to be equipped with powerful skills that change their lives and in turn the lives of their families, communities, businesses and industries.”
Speaking on living in an era of disruption with the introduction of Artificial Intelligence (AI), Chauke says:
“There are a lot of questions about our industry at the moment and that disruption needs to be met with the same level of creativity, ethics, boldness and deep understanding of people. That’s going to be really important for us. Navigating disruptive spaces – what AI is doing for us and how it is impacting on how people write, share ideas, and showcase skills in different ways. The industry is forever evolving but what has not changed is the need for us to communicate with people. What I want to do is challenge the norms for our students to think differently about how they show up in the world as brand leaders, storytellers and change agents. It is about talking strategy but also purpose and impact and creativity within what we are doing.”
He added that the PR and advertising industry was at a tipping point and that there is a need for more conscious creators, storytellers and graduates who will disrupt the ways in which humans respond to challenges and opportunities.
“Our ability to be conscious as we drive our brands and create, is going to be important – you want to be able to reflect who we are and the skillsets we have. That’s pretty exciting and it gets me excited about what I do.”
From a young Soweto boy who had big dreams, Chauke is a symbol of hope and determination and a stellar example of how the University helps its students reimagine their futures.
“The University of Johannesburg has shaped me and poured into who I am today. To be able to come back in this official role is an incredible honour for me and I hope it will be a point of reference for what a young student can achieve. As a youngster, you don’t think about 20 years later but I would like to remind them that a lot can happen – just look at me.”
