Farah Fortune: The Pitbull in Heels

Award- winning founder and director of African Star Communications (ASC), Farah Fortune, is the powerhouse behind some of South Africa’s biggest celebrity and corporate brands. Known as ” The Pitbull in Heels” she started ASC in 2008 with just R1 000, a laptop, and a dream. Today, her agency is a leader in PR and event management, working with global names like Coca-Cola, Nando’s, and Manchester United, as well as iconic stars such as the late AKA, Cassper Nyovest, and Terry Pheto.

A multi-award-winning entrepreneur, she has been celebrated for her leadership and innovation, from the Mail & Guardian Top 200 South Africans to the Women in Leadership award in Mumbai. Her success proves that determination and vision can turn small beginnings into a lasting legacy.

In this Q&A with SA Profile, she shares her inspiring journey, PR insights, and advice for aspiring female entrepreneurs, highlighting the power of storytelling as a tool to connect, empower, and build meaningful bridges.

What motivated you to start this venture, African Star Communications?

Starting African Star Communications was my way of addressing that gap. I wanted to create a platform that not only amplified the voices of African stars and brands but also helped them navigate the complexities of public relations with authenticity and impact.

What motivated me most was the desire to change perceptions and showcase the brilliance of African talent to the world. I believed in building a PR agency that could combine creativity, strategy and a deep understanding of the African market while also bridging the gap to international platforms.

How did you overcome challenges in the early stages of your business?

One of the biggest challenges I faced in the beginning was establishing credibility in a highly competitive industry. Being a woman in business, especially in the PR field, meant I had to work twice as hard to prove my value. People often underestimated my capabilities, and there were times when I had to fight to be taken seriously.

Another major challenge was financial constraints. Starting out, I didn’t have a huge budget, so I had to be resourceful and creative with the limited resources I had.

I overcame these challenges through determination, a clear vision, and a relentless belief in my mission. I stayed focused on delivering excellent results for my clients, which eventually built my reputation and trust in the industry.

How do you approach, build and maintain relationships with big clients?

In public relations, your reputation is everything, so I’ve always focused on creating a foundation of credibility and reliability. One of the key strategies that worked for me was taking the time to truly understand my clients’ needs, goals and industries.

It’s not just about providing a service; it’s about becoming a partner in their success. I make it a priority to listen to their vision and challenges and tailor my strategies to align with their unique objectives.

Another approach I rely on is transparency and open communication. I ensure my clients are always in the loop about what’s happening, whether it’s a campaign strategy, media opportunity, or even a potential challenge. I make it a point to go the extra mile.

What was your experience working with well-known celebrities?

Working with well-known corporations and celebrities has been an incredible, dynamic experience. It’s a space that requires you to think fast, adapt quickly and manage high expectations.

Every client comes with their unique goals, and my job has been to find innovative ways to make those goals a reality. For celebrities, their brand is deeply personal, and any misstep can have significant repercussions.

As a businesswoman in the communications industry, what changes have you observed over the years?

When I first started, traditional media – print, radio and TV –dominated the landscape. These channels were the primary way to reach audiences, shape public opinion and build a brand. Campaigns were designed around TV commercials, radio spots and full-page print ads. However, over the years, there’s been a dramatic shift towards social media and digital platforms. These new channels have completely transformed how we communicate, interact and engage with audiences.

Digital platforms have provided powerful tools for targeting and analytics. Unlike traditional media, where metrics like viewership and circulation were often broad estimates, social and digital platforms offer precise data about engagement, demographics, and user behaviour. This allows for a more strategic and results-driven approach.

Social media platforms like Facebook, Instagram, Twitter, and TikTok have given wings to content creation, allowing anyone with a smartphone to become a creator, influencer, or commentator. Brands are now expected to maintain an active presence online, responding to consumers in real time and creating highly personalized and dynamic content. The speed of communication has also accelerated, with trends, news, and viral moments changing the narrative almost instantly.

Basically, the rise of social media and digital platforms has not only changed the medium but also the rules of engagement. The focus has shifted from broadcasting a message to fostering genuine, two-way interactions that build trust and community. This transformation has required adaptability, creativity, and a deep understanding of ever-evolving technology.

Where do you see your business in five to 10 years?

In five years, I see African Star Communications further solidifying its position as one of the go-to agencies for high-profile clients, both in South Africa and internationally. In the next 10 years, I see us scaling beyond just public relations to include a broader spectrum of communications services – everything from brand development to influencer marketing and experiential campaigns.

What advice would you give to women looking to break into the business world?

My advice to women is to own your space unapologetically and always know your value. Build a strong support network, as it’s essential to have people who lift you up. Cultivate resilience to bounce back from setbacks, stay educated and remain adaptable to keep growing in an ever-changing world. Advocate for yourself, and never underestimate the power of speaking up for your needs and goals. Finally, lead with integrity – let your values guide your decisions and actions, ensuring you stay true to yourself and your mission.

What legacy do you hope to leave behind in the business world, particularly for future generations of female entrepreneurs?

The legacy I hope to leave behind in the business world is one that encourages and empowers future generations of women entrepreneurs to break barriers, stay true to their vision, and lead with authenticity. I hope to inspire women to not only excel in their careers but to use their success as a platform for positive change.

Farah Fortune’s prestigious awards and recognitions

2011: Mail & Guardian Top 200 South Africans

2012: The Annual Cool & Black Directory

2014: ‘Women in Leadership Award’ in Mumbai from the Women’s World Congressand DHL – Tomorrow’s Leader Award

2016: African Women’s Awards – Zimbabwe andSocial Innovation Leadership Award – Mauritius

2017 and 2018: Top 50 ‘Most Impactful Social Innovators’ (Global Listing)

2018: Glamour Woman of the Year (Business) – Glamour Magazine South Africa, Zodwa Khoza Foundation – Great Warrior Spirit Award and 10th Position on Superbalist 100 list

2019: Honourary Golden Key from University of Johannesburg, United Nations Chairwoman Award – United Nations – New York andAfrica’s Most Influential Woman of the Year (Media)

2020: Mail & Guardian Most Powerful Woman (Media)

2021: Sunday World Newspaper Heroic Women Award

2022: Woman of Wonder Award – Panache