Nine years ago today, I took a leap of faith and founded Edge Communications, a small PR and communications agency in Pretoria, South Africa. What started as a humble one-woman dream has grown into a thriving agency that I’m immensely proud of. Along the way, we’ve achieved milestones that seemed unimaginable back then, and I want to share some of the highlights of our journey.
From our first clients to diverse partnerships
In our early days, we were fortunate to work with a range of clients that set the tone for our future. Our very first project involved helping a private day hospital and a skincare clinic with their communications. From there, our client family steadily grew. We soon took on an agricultural organisation that remains a client to this day, teaching us the value of long-term partnerships. We then handled communications for Ons Tuis, a group of elderly care facilities, helping share their mission of caring for seniors and changing the elderly care phenomenon out there. We were integral in launching an activist organisation striving for justice and community safety. Even during the first three’week height of the COVID-19 lockdown, we managed to welcome four new clients, proving our adaptability in challenging times. Through each of these partnerships, one thing that stood out was our ability to position both new and established businesses in the market effectively. Whether it was a brand-new venture or a well-known organisation, we found the right mix of public relations, communication strategy, and marketing to give our clients an edge.
Our people and what makes us different
None of these achievements would have been possible without the dedicated team behind Edge Communications. I’m incredibly grateful that two of our founding team members, Michelle Olivier and Angelika Venter, are still with me after nine years. From day one, they were instrumental, crafting our first presentations, building first websites, and going the extra mile to help us win clients. Having colleagues like them who believe in our vision has made all the difference.
When I named the company Edge Communications, it was inspired partly by my own initials (D.G. for Daleen Gouws) and mostly by the idea of offering something different, an ‘edge’ that set us apart from other agencies. From the beginning, I’ve believed in a very personal, hands-on approach. Our promise was that every client would get our full commitment and a solution tailored to their needs. We introduced uniquely crafted monthly retainer packages that essentially offer clients a whole team of highly qualified experts at less than the cost of a single in-house employee. This model meant that even a small business could afford top-tier PR and marketing support – and it became a win-win for our clients and us.
Our entire team is actively involved in each client project, and that collaborative spirit is one of our strengths. We don’t work in silos or hand you off to junior staff; everyone contributes their expertise to deliver results. It’s this collective commitment and personal touch that, I believe, truly give us our edge.
Lessons, faith, and values
As a founder, the past nine years have taught me lessons I never anticipated. Despite holding two degrees, numerous professional certifications, and having a decade of industry experience before starting out, nothing fully prepared me for the realities of running a business, especially when it came to the financial side. I quickly learnt that understanding cash flow, pricing, margins, and growth metrics is an entirely different challenge from crafting strategies and managing projects. Those early years were a crash course in business finance and company dynamics. They were some of my most challenging days, but I never gave up. I kept studying, asking questions, and learning on the job. Thank you to the people who listened and explained.
One principle I set from day one was that Edge Communications would belong to God, and that conviction has guided every decision since. My faith is the cornerstone of this company. In fact, we’ve turned down a few high-profile opportunities over the years when they didn’t align with our values or ethical standards. I give glory to the only living God for every success and milestone. Without His guidance, we wouldn’t be where we are.
Our Afrikaans heritage is another core part of who we are. I’m proud of where we come from and the culture that shaped me. Interestingly, staying true to our roots has helped us bridge gaps with so many other cultures and communities. South Africa is a country of diverse cultures, and by being proud of our own, we’ve learnt to respect and celebrate the cultures of our clients and colleagues. Embracing our identity has made us more open-minded and empathetic, which in turn has led to truly great relationships across all backgrounds.
Another strength of our team has been adaptability and innovation
The world of PR and marketing has changed dramatically in the past decade, with new technologies, social media platforms, and digital tools emerging constantly. I’m proud that Edge Communications has never been stuck in “the way we’ve always done it.” On the contrary, some of our most successful campaigns have come from embracing cutting-edge technology and fresh ideas. Whether it was pivoting to virtual events during COVID-19, mastering new digital marketing tools, or trying unconventional strategies, our willingness to evolve has been key to delivering great results for our clients.
Gratitude and looking ahead
Today, as I reflect on nine years of Edge Communications, I feel a deep sense of gratitude. We’ve come a long way from that small start-up in Pretoria. I want to thank every client who has trusted us with their brand, every team member who has poured their energy and creativity into our work, and every friend or mentor who offered advice or support along the way. We have formed wonderful friendships and lasting connections through the projects we’ve worked on. These relationships mean the world to me, they are far more valuable than any award or recognition. This anniversary is not just about looking back, but also about looking forward. I am excited for what the future holds. With God’s guidance, I pray that we will continue to grow, continue to innovate, and continue to serve our clients with excellence. I hope we can be of even greater value to South African businesses in the years to come, helping them navigate their communications challenges and telling their stories in authentic ways.
Nine years down, and a lifetime to go – thank you for being part of the Edge Communications journey so far. Here’s to the next chapter of making a difference, one story at a time.
