By Siyabonga Gema (HST Communications Officer) and Reu'el McAllister Singh (Communications Intern)
HST's Communications and Multimedia duo, Communications Officer Siyabonga Gema and Communications Intern Reu'el McAllister Singh are shaking things up in the digital space, with a fresh new perspective on engaging content. This continues to elevate HST's work, while ramping up our online presence. Having joined HST almost exactly a year apart, they have made their presence felt through their contributions with expertise. They share their journey with HST thus far, and profile some of their work.
Siyabonga Gema
Give us a brief background in terms of your work experience
I joined HST in June 2023, fresh from the corporate sector where I gained valuable experience in corporate communications in my previous role as Communications Practitioner for the pulp and paper manufacturer Sappi. Before then, I worked in the public health sector as Public Relations Officer at Wentworth Hospital, a position I didn't hold for too long before the corporate bug bit. When I joined HST, I was no stranger to the NGO space as I had acquired some experience during my internship at an NGO called The Association for the Aged (TAFTA) based in Durban central. I hold an Advanced Diploma in Public Relations and Communications Management from the Durban University of Technology, and am a registered Public Relations Practitioner (PRP) with the Public Relations Institute of South Africa (PRISA).
What does your current role entail?
Some of my duties entail
- Writing and distributing content to promote the organisation's brand, activities and products.
- Acting as a liaison between the organisation, the public, and the media.
- Supporting our internal and external communications strategy, writing and disseminating publicity material, responding to inquiries from the public and media, and co-ordinating promotional events, including campaigns such as for CCPAC and 3HP-TPT
- Managing the organisation's social media communications – although this function was taken over by our Communications Assistant, I still play a support and supervisory role.
- Conference co-ordination and upselling HST such as at the World Pharmacy Congress and for PHASA and the G20 summit
What makes your job fulfilling?
I am always inspired when I get the chance to join my HST colleagues from our various programmes in the field and seeing first-hand the immense contribution made by our organisation in changing people's lives through the work that we do. It makes me extremely proud of being part of this organisation. It is always exciting to tell the wonderful stories of our colleagues and to shine a light on their dedicated work; this makes my work fulfilling.
Who/what had the biggest influence in your decision to choose this career?
My grade 3 teacher played a major role in actually making me realise that I have a gift for writing and storytelling. She is the one who encouraged me to write, and even made me enter a school writing competition – which I won! That year I received an award for Literacy which was a big deal for my mother. She even gave me my very first book. So throughout my schooling I always knew that I wanted to pursue a career in communications because that is where my strength lies.
What valuable lesson has your work taught you?
In my line of work, it is very important to be a good listener; that is the biggest thing I have learnt in my career. We are expected to be a credible source of information, so for us to relay accurate and factual information we must first have a clear understanding of it otherwise we run the risk of misleading our audience, which is a major reputational blow.
What are your future aspirations?
I have a big passion for strategic communications so I see myself transitioning more into developing compelling business communications strategies for major corporates and organisations. I believe I have gained enough experience in implementing strategies and would like to now get exposure in crafting them. So I see myself as a top executive at a JSE listed company in future, driving and providing its strategic communications direction.
Reu'el McAllister Singh
When did you join HST and what does your role entail?
I joined Health Systems Trust in August 2024 as a Communications Intern, where I contribute to the organisation's media and public engagement efforts. My role involves crafting compelling content, managing digital platforms, and ensuring that HST's communications are clear, engaging, and impactful.
A significant part of my work focuses on supporting HST's campaigns and events through photography and videography. Whether capturing key moments at health events, documenting staff at work, or producing visual content that enhances our storytelling, I help bring HST's initiatives to life through dynamic and engaging media.
I contribute by:
- Writing engaging blog articles to drive awareness and engagement.
- Creating health observance content for social media, ensuring informative and visually appealing posts.
- Managing and optimising social media platforms, including overseeing the Health Systems Trust YouTube channel.
- Designing web banners and visuals for various campaigns.
- Uploading job ads and blog posts to the HST website, ensuring content remains current and accessible.
- Updating and maintaining key contact and media lists to support consistent and timely communication.
- Responding to social media queries, fostering professional and timely engagement with followers.
- Conducting web analytics to track engagement metrics and refine content strategies.
- Maintaining and curating the organisation's image and video library, ensuring high-quality visual assets for future use.
What do you love about your role?
I enjoy the creative aspect of the communications unit, transforming health topics into content that resonates with people. Whether it's writing an article, designing a social media post, putting together a web banner, or creating a captivating video that showcases the important work our colleagues at HST are doing in the field, I find fulfilment in making health information accessible and engaging.
I also appreciate the dynamic nature of my role. One day, I might be working at the office; the next, we're travelling to a different district to support a campaign or event. This variety keeps me motivated, always learning, and continuously improving my skills.
What are your challenges and opportunities for growth?
Like any role, working in the communications unit comes with its challenges. Balancing multiple projects at once while ensuring deadlines are met can be demanding. Covering events or managing time-sensitive campaigns requires quick thinking and adaptability. However, these challenges push me to be more creative, resourceful, and strategic in my work.
I see myself growing further in the communications and media space, particularly in digital content creation and storytelling. Whether it's expanding my expertise in social media, video production, or exploring audio-visual storytelling, I want to keep evolving.
I also hope to merge my passions in a way that allows me to work on creative projects that make a real impact, whether in media, sound, or health communication. The possibilities are endless, and I'm excited to see where this journey takes me.