Tsotsi in the boardroom: J J Tabane

Written by Brendah Nyakudya
Thursday, 09 February 2012 12:50

Given his impressive resume that spans a number of years and includes references to the World Summit on Sustainable Development, the Department of Environmental Affairs, the Chamber of Mines and South African Airways, it comes as no surprise that JJ Tabane has almost become a household name in the communication industry.

A man that has been hailed as one of South Africa’s leading media and communications specialists, JJ Tabane is also a community activist and business executive. He owns Oresego Holdings, a company that specialises in international business support and communications advisory services. Oresego recently partnered with Hope Africa, the social development programme of the Anglican Church in Southern Africa, and leadership-development organisation Sacord to launch the Youth and Graduate Entrepreneurship Development (Y-Age) initiative, which is aimed at large-scale job creation. Y-Age hopes to recruit 100 000 prospective entrepreneurs in Gauteng over the next three years, train them and offer them funding and support – and the big aim is to have created employment for more than one million by the end of the three years. JJ shared some of his insights and bits of the journey he has walked to become the media guru he is today.
 

Where you were born and raised?
 

I was born in Brits in the North-West. I matriculated at Tsogo High School in Mmakau, and got my tertiary education at Turfloop [the University of Limpopo], the University of the Western Cape and the Nelson Mandela Metropolitan University, where I acquired my master’s degree in political economy. I am itching to pursue a PhD in media economics before I get too old!
 

Who were the greatest influences on you as you were growing up?
 

My parents. My father was a teacher and a priest and my mother a school principal and lecturer. They instilled in me my sense of values and gave me everything I need to survive in a tough world.
 

How did you become a communications specialist?
 

It happened purely by chance. I studied languages and then law and politics. I was looking for a job, any job, after I completed my law degree, and a temporary position to fill in for [then] minister Mohammed Valli Moosa’s spokesperson opened up. I was the temp who never left… I learnt how to conduct press conferences and write media statements and was named government communicator of the year in 2002. I felt at home in communications and understood the true value of internship and in-service training. Also being a youth, church, and student leader prepared me for all my communication roles and grounded me in what can be a precarious profession.

What advice can you give young black professionals wanting to get into the industry?
 

• Reading and studying communication is not sufficient to make you a good communicator.
• Find a good mentor and ground yourself in public interest activities such as civil society organisations or causes – this way your communications practice is not hollow but adds value to society.
• Even in business communications, if your values are skewed, journalists won’t trust you. One of the key ingredients in the communications business is credibility. I know that if I pick up a phone to any editor in this country they’re likely to believe my story… and I don’t abuse that.
• My work has been published by almost all the publications in this country, and I only managed to get that done by building up a trust relationship with the editors over many years. I have a reputation as a no-nonsense communicator.
• As a communicator you should never lie for your boss! Rather quit. I have been blessed with good principals who have never asked of me to do any such thing – so pick your bosses and clients with care.
• To be successful you have to be open to continuous learning. Read all you can lay your hand on because it will come in handy. Be prepared to learn from others, and be humble. In the world of spin you are as good as your last assignment, so work hard and do not be complacent.
• You are known for being driven and unafraid to explore new opportunities. Did you always have an entrepreneurial spirit?
• I started my first business when I was 12. I took photographs and sold them to my school mates. My dad bankrolled me though – he paid for the film processing! I then ventured into social entrepreneurship, raising funds for good causes. At 14 I led an organisation called Operation Feed the Hungry that was affiliated to the Rotarians. My first business venture after university was to become part of the establishment of Sacord, which has trained many student leaders over the years. Oresego Holdings – named after my children, Resego and Oreabetse – is a culmination of my professional experience and will be the platform from which I will launch an international media empire.

What challenges and obstacles have you faced in your career and journey to the top?
 

Having to work within a culture where innovation and creativity is discouraged. The pull-him-down syndrome is very prevalent in our society. We have to succeed despite people around us, which is a pity because we should be creating professional support structures around each other to make a difference. What has saddened me is the “I’m the only black man in the boardroom” tendency, where black people fail to pull together to transform South Africa’s boardrooms but compete about who can best impress the boss.
 

What lessons have you learnt that you could share with other young professionals?
 

Establish a network of trustworthy individuals both inside and outside your profession – and always bounce your ideas off them. Expose yourself to constructive criticism. Build your knowledge base, and build up good contacts. Don’t surround yourself with praise singers if you want to climb to the top. Choose your business partners with care… Many good people become confused by money and are prepared to abandon friendships built over years to make a quick buck at your expense.
 

How did Y-Age come about?
 

I believe that the challenge of poverty can only be defeated through a partnership between government and civil society. The development of young people is also key. I have lots of experience in building leaders, especially youth leaders, and Y-Age really feeds my passion for youth development. We need to assist young people to take the leap and start up their own businesses so they can create jobs for themselves and for others.
 

What are your views on business mentorship?
 

We need a much more coordinated effort across sectors to get businesses to take the issue of mentorship seriously. If multiple organisations approach the youth with bits and pieces of programmes that are not pinned down as a national priority, we can’t really blame them for not being enthusiastic. But I do understand that business is driven by the bottom line and cannot always solve all the world’s problems.
 

How has the Y-Age initiative been received?
 

With utter enthusiasm and overwhelming support. Now for the implementation!
 

The South African education system is often criticised for not fostering the kind of skills our economy needs. Has that also been your experience with the youth with whom you’ve worked through Y-Age?
 

Yes, our education system doesn’t always produce the level of skills needed by the economy, and it’s often evident with Y-Age applicants. We’ve also found that Y-Age attracts job seekers over and above the budding entrepreneurs we’re actually looking for – and I see this as a symptom of the unemployment crisis. We hope to accommodate many of the applicants in the Y-Age initiative, and those we unfortunately have to turn away, we’ll send in the direction of the placement programmes run by the national department of economic development.
 

How many applications did you receive for Y-Age?
 

More than 90 000 people indicated their interest in joining Y-Age, yet only a fraction of them will be able to start successful businesses in our opinion. Our major challenge is to take these individuals and turn them into successful business owners that can employ others.
 

How many will you be taking on?
 

Our first intake will be 15 000. We’re hoping to have trained close on 100 000 budding entrepreneurs in three years’ time and to have generated one million jobs through these new businesses.
 

Do you have government support for this initiative?
 

Yes. We commend the Gauteng government for throwing their weight behind this initiative. We are lobbying other provinces to do the same.
 
 

So are you hoping that it will spread to include more provinces than Gauteng?

It needs to, yes. Y-Age was discussed at a gathering of municipalities from around the country arranged by the South African Local Government Association, and there was consensus that the initiative must eventually be launched in all municipalities across the country.
 

What is your opinion of our youth in general?
 

I think we are in trouble! Our youth aren’t concerned about our history and our roots. I recently addressed a group of university students in their mid-20s – and none of them knew who Steven Biko was! I was shocked, but it was also a wake-up call for me. We need to do more to educate our children. We need to take their energy and use it to the advantage of the country.
 

What are our challenges in terms of leadership?
 

The greatest challenge is that of building genuine leaders who care about the people. If we resolve this aspect, half of our problems will have been dealt with. We need leaders who can think about addressing the country’s problem over the long term. We need to develop these kinds of leaders.
 

If there’s one life lesson you want your kids to learn from you, what would it be?
 

Do not sit on the sidelines and complain. Find a corner where you can make a difference – and get your hands dirty.