The word “influencer” has been stretched, filtered, hashtagged and monetised to within an inch of its credibility. Once a term rooted in genuine authority and impact, it now often conjures images of curated feeds, paid partnerships, and fleeting digital relevance. Yet, if you strip the word back to its essence—someone who shapes behaviour, shifts markets, and alters the trajectory of industries—the definition becomes far more substantive. It becomes a story of vision, risk, endurance, and legacy.
For a PR professional, this distinction matters. Because true influence is not built on visibility alone; it is built on consequence.
Take Ted Turner, the founder of CNN. Long before the age of 24-hour content saturation, Turner had the audacity to imagine a world where news never slept. It was a radical concept—dismissed by many as commercially unviable. Yet, through relentless determination and a willingness to challenge broadcasting orthodoxy, he didn’t just launch a network; he redefined how the world consumes information. Today, the rolling news format is so ubiquitous it feels inevitable. It wasn’t. It was engineered by influence in its purest form.
Contrast that with today’s social media landscape, where influence is often measured in likes rather than lasting impact. The difference is stark. One builds infrastructure; the other rides algorithms.
Then there is Richard Branson, founder of the Virgin Group. Branson’s influence lies not only in the breadth of his ventures—from airlines to space travel—but in his brand of entrepreneurial audacity. He made risk-taking aspirational. He humanised business leadership, turning CEOs into personalities long before LinkedIn thought leadership became a genre. His influence extends beyond balance sheets; it lives in the mindset of a generation of entrepreneurs who believe that business can be bold, disruptive, and even playful.
Similarly, Warren Buffett, chairman of Berkshire Hathaway, wields a quieter but no less profound influence. Buffett didn’t chase headlines; he built trust. His annual letters to shareholders are masterclasses in clarity, discipline, and long-term thinking—qualities often absent in today’s rapid-fire content cycles. He influences not through spectacle, but through consistency and intellectual authority. In PR terms, he is the embodiment of reputational capital.
South Africa has its own formidable cadre of true influencers—individuals and organisations that have shaped not just industries, but national identity and economic direction.
Koos Bekker transformed Naspers from a traditional publishing house into a global technology investor. His most celebrated move—backing Tencent in its infancy—was not luck; it was strategic foresight. Bekker understood before many that the future of media was digital, borderless, and scalable. That single decision created immense shareholder value and repositioned South Africa on the global tech map.
The ripple effects of that vision are felt through platforms like DStv, which redefined entertainment access across Africa. DStv didn’t just deliver content; it created a shared cultural experience, connecting millions across diverse geographies. It influenced how stories are told, distributed, and consumed on the continent.
Likewise, MTN Group did more than build a telecommunications network. It connected economies, enabled entrepreneurship, and facilitated financial inclusion in markets where traditional banking infrastructure was limited. Influence, in this context, is measured not in engagement metrics, but in economic empowerment.
Then there is Babylonstoren—a brand that has redefined experiential luxury through authenticity, sustainability, and storytelling. It is not merely a destination; it is a philosophy. Every element, from its gardens to its hospitality, reflects a meticulous commitment to quality and heritage. This is influence through immersion—where the brand experience becomes the message.
At the helm of many of these transformative narratives stands Johann Rupert, chairman of Remgro. Rupert represents a particular kind of influence—strategic, measured, and enduring. His investment philosophy underscores a critical PR truth: reputation is built over decades, not quarters. It is protected through discipline, not noise.
And we cannot overlook Gary Player, whose influence transcends sport. Player didn’t just win tournaments; he built a global personal brand rooted in excellence, fitness, and resilience long before personal branding became a formalised concept. His legacy is not just in trophies, but in the standards he set for professionalism and longevity.
What unites these individuals and entities is not their fame, but their function. They didn’t chase influence; they earned it. Through innovation, persistence, and an unwavering commitment to their vision, they shifted paradigms.
This is where modern PR must recalibrate its lens.
The current obsession with digital influencers—while not without merit—often prioritises reach over relevance. A million followers do not equate to a million minds changed. True influence is behavioural. It alters decisions, inspires action, and, at its highest level, changes systems.
For brands navigating this landscape, the implication is clear: visibility is not enough. Credibility, consistency, and contribution are the real currencies of influence.
This does not mean dismissing digital creators outright. There is a place for them within the communications ecosystem. Micro-influencers, for example, often drive highly engaged niche communities and can deliver tangible commercial outcomes. But they should be viewed as tactical amplifiers, not strategic anchors.
The real opportunity lies in aligning brands with substantive influence—partnering with thought leaders, industry pioneers, and organisations that carry weight beyond the screen. It is about building narratives that endure, not just campaigns that trend.
At Wordzmiths PR, this philosophy is central. Influence is not manufactured; it is curated, protected, and strategically deployed. It requires a deep understanding of audience psychology, media dynamics, and reputational risk. It demands storytelling that is not only compelling, but credible.
Because in a world saturated with voices, the ones that matter are those that move markets, shape opinions, and stand the test of time.
So perhaps it’s time to reclaim the word “influencer.”
Not as a label for fleeting digital popularity, but as a designation for those who, through vision and tenacity, leave an indelible mark on the world.
That is influence worth pursuing.https://wordzmiths.co.za/johannesburg/public-relations/
