From cutting her media teeth as a teenage newsreader on a campus radio station while studying her Journalism undergraduate degree in South Africa to becoming one of BBC World News’ trusted voices in its global coverage, Pumza Fihlani likes to keep challenging herself. She has worked across South Africa, Africa, the UK and beyond. A leader and mentor to aspiring African journalists and Communication specialists, Pumza lives by the mantra “to whom much is given, much is required” and endeavors to use her platform to be of service not just to news audiences but the diverse communities she has opportunities to interact with.
What’s an easy part of being an international journalist that might surprise people?
This might sound contradictory but it’s speaking to people during a difficult time, it’s easy because I’ve learned over the years that all many of us want to is to feel heard. Often when people are experiencing hardship or a kind of tragedy, while approaching them for comment might be difficult, once you’ve been able to establish that you are a safe person to speak with and genuinely care, often people will share freely.
How do you prepare for a job that more or less requires you to be ever-ready with little room for error?
I keep myself “broadcast ready” by reading various news outlets both local and international, keeping abreast of what is trending on social media, having my ear to the ground for stories bubbling just below the surface and doing extensive research once I’ve zeroed in on a story. Errors can happen, but our job, especially at my level of experience and the trust the audience has in both me and the organization I work for, is not to make any. But if, something slips, then we need to take accountability immediately and correct it.
Some developments are making things quite challenging for journalism- rampant fake news and misinformation for example. How do you maintain credibility in such a context?
Gosh. So, I work for an organization whose core values include accuracy and fairness. The reason I’ve had a successful and long career at the BBC is because those values align perfectly with my own personal beliefs, so I strive to maintain that in every story I do. I meticulously check the source of the information, corroborate that with other independent sources and if I’m unsure, I won’t go to air with something. It is peace of mind for me too to know that I can always stand by what I’ve reported. This may mean taking a little longer than other news outlets to get the story out but I firmly believe that in order to maintain the audiences’ trust, we need to make sure that we get it right. That has served me well personally and has opened numerous doors and given me access to otherwise underreported communities.
Artificial intelligence is also having its impact- for some it’s a blessing and for others not so much. What’s your take on what AI might mean for the future of your industry/profession?
This is an ongoing conversation in many newsrooms around the world. Organizations are trying to figure out how to make use of AI in a way that does not undermine our skills as journalists or risk discrediting our credibility. I believe that used in a thoughtful way, AI in newsrooms and the broader communications industry has the potential to make repetitive tasks easier, freeing up time to do more of the human-intensive kind of work that relies on emotional intelligence, which remains important. It’s important to see it as a tool to make certain tasks a little easier but not to do one’s job.
You’re based in South Africa but had a stint as BBC Correspondent in Pakistan. What did you learn about yourself and about what it takes to get up to speed quickly in new territory?
This is a beautiful question. I learnt that what I’d describe as one of my core strengths, connecting with people works even when there is a language barrier. I learned that I could rely on skills such as empathy, warmth, patience and curiosity to help me in working in an unfamiliar part of the world and that often people will reciprocate those same qualities. I learned that deep down at my core, I love storytelling as it’s a chance to get to know a little more about people, whoever and wherever they are.
You’ve had the opportunity to interview many influential people. What have you learnt from interviewing such significant figures about what’s truly shaping our world?
I’ve learnt from meeting kings, queens, politicians, celebrities and leaders in various strata of life over the last two decades, that many are trying to do their best with what they know at any point in time. Many of these people, outside of their status are simply trying to lead lives of impact. Of course, some don’t get it right but often positions of influence are high-pressure but I’ve also met many people who succeed in delivering change.
In your view, what leadership trait(s) could the world do with more of and why?
I’ve learned from my career that often a leader that lacks emotional intelligence and the ability to show empathy can fall short. These traits are important also in journalism because each newsroom is made up of different people and a leader needs to be able to create a culture where everyone feels like they belong, and their experiences matter. That’s what often turns what someone sees as ‘just a job’ to a purpose, something that matters.
Thought leadership– one of your stated strengths- is on the rise. How do you define it and what difference would you say it makes?
I define it as boldly sharing unique insights on an area of expertise, with the intention of influencing conversations, sparking debate, informing and educating. It’s about using your voice to be a champion for good and this can make a difference by helping influence parts of society, even decision-makers to see an issue in a way they’d not considered previously. I am deeply passionate about women in leadership, about diversity in the media and communications industries and I use my platform not only to advocate for these things but to assist younger professionals through coaching, idea-sharing or mentorship. I am acutely aware that purely because of my line of work, I’ll meet people many others will not ever get to and so I use my thought-leadership to “bring them along too”.
What would your top tips be for any young woman aspiring to cultivate an international career?
I would say be intentional about what you want to do, why and identify where you want to practice this art or skill. Spend time each day getting good at it, learn from people already doing it and get help when you need it. Actively build real connections in the industry you are working in. Learn from any failure you experience. Each time you get a no, remember that you’re a step closer to getting your goal. Lastly, dare to pursue your goals even if scared. Don’t hold yourself back.
What do you appreciate most about Pumza and why?
What I appreciate most about this small-town girl playing on the world stage is my resilience. I learned very quickly in life that courage and silencing your doubts can get you into rooms you never dreamed of. I deeply appreciate my ability to keep trying, doing so with heart and as authentically as I can and deeply proud of the person I’ve become and genuinely like her.