In a year defined by strategic reinvention and unprecedented momentum, Sefako Makgatho Health Sciences University (SMU) has entered the national spotlight with its first-ever accolade from the prestigious Marketing, Advancement and Communication in Education (MACE) Excellence Awards. The recognition marks not only a milestone for the Communications and Public Relations Unit but also a defining moment in the university’s evolving institutional identity.
MACE, the sector’s leading professional body for higher-education communicators across Southern Africa, celebrates innovation, strategic excellence and impactful storytelling. Its awards are widely regarded as the sector’s highest honour, recognising institutions that demonstrate distinction in brand positioning, engagement and advancement. For SMU, competing among 26 universities, this achievement signals a shift in the university’s competitive posture and brand maturity.
This recognition emerges from a year in which the Communications and Public Relations Unit underwent a remarkable transformation, reshaped through refined processes, elevated outputs and a clarified strategic purpose. Since assuming leadership in October 2024, Tshimangadzo Mphaphuli, Manager: Communications and Public Relations, has guided a deliberate repositioning of the unit anchored in rigorous storytelling, institutional clarity and competitive brand visibility. It has been, in many ways, a re-awakening of SMU’s voice.
Reflecting on the achievement, Mphaphuli says: “When I assumed duty, I knew that SMU possessed an extraordinary story—rich, rigorous and rooted in purpose. My vision has always been to craft a brand presence that mirrors the calibre of our academic excellence, our people and our impact. This award signals that our voice is now resonating beyond our borders, and we are only getting started.”
Under her leadership, the unit delivered some of the institution’s most sophisticated communication outputs to date. Institutional publications were revitalised into rich, editorially strong, visually compelling assets that reflected SMU’s academic prestige and social impact. Digital communication experienced its strongest year yet, with engagement rising by nearly 50%, follower growth accelerating significantly, and search engine optimisation positioning SMU among South Africa’s most visible health-sciences brands. These gains, achieved through disciplined strategy and a commitment to excellence, created the foundation for the national recognition the university celebrates today.
But the triumph belongs equally to the team whose collective dedication sharpened SMU’s communications edge. Public Relations Officer Tumelo Moila notes that the award reflects a relentless pursuit of agility. “We had to operate at the speed of the sector,” he explains. “Our work demanded creativity, instinct and a willingness to constantly stretch ourselves. This isn’t just a win, it’s a reflection of our readiness to compete nationally.”
Team member, Public Relations Officer, Dimakatso Modise, echoes this sentiment, emphasising the team’s evolution. “We became a unit that embraces complexity,” he says. “Our landscape shifts daily, and we’ve learned to shift with it—always with excellence at the centre of everything we produce.”
The excellence was not confined to written communication alone. The university’s visual language underwent a noticeable elevation under the creative direction of Graphic Designer Dineo Motshegare, whose artistry strengthened brand identity, event branding, and publication design throughout 2025. “Our role is to reflect SMU’s essence visually, emotionally and with precision,” she shares. “Design became a strategic enabler, not an accessory. This recognition validates that approach,” adds Motshegare.
The surge in online visibility was also powered by meticulous web optimisation and digital stewardship led by Web Editor Lorato Molubi, who ensured that SMU’s online platforms aligned with global accessibility, SEO, and content consistency standards. “We focused on making SMU discoverable, authoritative and trustworthy in the digital space,” she explains. “Seeing our SEO rankings climb was proof that our digital storytelling is resonating.”
Within the communications ecosystem, SMU FM’s contributions played a central role in strengthening internal communication and real-time storytelling on campus. “Radio became a conduit for immediacy and authenticity,” says Mpho Legodi.
Collaboration extended beyond the unit itself. In 2025, the Communications and Public Relations Unit worked closely with Student Recruitment Officer, Ntsheu Collins Mangena, to align recruitment messaging with the university’s broader brand narrative. “Strategic recruitment relies on strategic communication,” Mangena reflects. “By working hand-in-hand with the Communications & Public Relations Unit, we were able to position SMU in a way that spoke powerfully to prospective students and their parents. This award confirms the strength of that alignment.”
The achievement has been warmly welcomed by university leadership. Acting DVC: Operations, Odette Ramsingh, who oversees the unit’s strategic direction, praised the milestone as a significant accomplishment for SMU. “This award reflects the team’s collective effort in positioning the university’s reputation on a national scale, especially as the recognition comes against the backdrop of competing with 26 other universities. It is also a powerful affirmation of the excellence, creativity and dedication of our Communications and Public Relations team, whose strategic work continues to elevate SMU’s voice and presence. Their commitment to position SMU is central to achievements such as these.”
As SMU steps into 2026, the MACE recognition serves not merely as an award but as a marker of strategic excellence, in which the institution’s voice is sharper, its story more confidently told, and its reputation increasingly aligned with national and continental expectations for a modern health sciences university.
What began as an internal transformation has now entered the national stage. And with a unified team carrying forward a shared vision, SMU’s voice—once quiet—has become unmistakably resonant.
