Itsose, since its inception in 1998, has specialised in proactive public relations for corporate business enterprises, government departments, special projects and campaigns, and non-governmental organisations. The company was responsible for reviving the SA national government campaign, Masakhane, nationally both in the media and minds of communities. Chris Nissen, the then national head of Masak
hane was very concerned about the lack of positive publicity, attention and media coverage the campaign engendered even though major achievements were taking place nationwide. The Campaign was perceived to be dead by the media as well as the larger public. The narrow perception that Masakhane was only about payment of services contributed to the negative perceptions. The challenge, in handling this account, was to negate the wrong perceptions and publish the numerous success stories happening each day. By the end of the Campaign’s Focus Week (11 - 17 October 1998, attended by then President Nelson Mandela and Cabinet Ministers) the message that Masakhane is not only about payment of services but partnering and building together in creating a society where rights are balanced with responsibilities was echoed far and wide. Comments about the Focus Week included people describing it as, “unbelievable what co-operation between the community, government and the private sector can deliver”. It was all about reminding the nation to pull together as one in promoting and strengthening good values to effect real and lasting change. Since then Itsose has managed high-level projects in the public sector, mainly ministerial, international and presidential events hence becoming familiar with protocol at this level. Itsose has, for the past 13 years, provided strategic communication services to government and private companies. It is 100% black woman owned with a level 3 BBBEE rating and operates mainly from the Western Cape with smaller offices in Gauteng and the Free State. The agency's major strength lies in evaluating target audiences’ attitudes, identify policies and procedures of the client with target audiences’ interest and execute a programme of action to earn audiences’ understanding and influence their attitudes positively.
