Creative communications for clever brands
We are an award-winning public relations and marketing agency delivering integrated communications across public relations, marketing, advertising, social media, and digital. We partner with some of the world’s leading brands across South Africa, Africa, the Middle East, and Europe. In crowded, fast-moving markets, we help organisations build awareness and credibility, shape perception, deepen engagement, and protect reputation. From educating and influencing audiences to supporting commercial growth and measurable business outcomes, our work is reputation-first, insight-led, and designed to deliver measurable results.
Public Relations- Events
- Podcasts
- Content Creation
- Social Media
- SEO
Our name is our formula.
Hook
We create stories worth noticing.
Line
We place them where influence lives.
Sinker
We turn attention into action and measurable return.
This is Smart PR: communications designed to move markets, shape perception and deliver impact beyond awareness.
See Case Studies
Everybody has a great story to tell, this is how we will tell yours.
Meet the team
Your team, just with a few more superpowers. Our agency is powered by a team of specialists across PR, writing, media relations, SEO, influencer management, graphic design and social media, spanning both business and consumer sectors.
We Make News
SA’s Health Sector Faces Crisis Without Increased Corporate Social Investment
Every day, approximately 120 South Africans register as potential stem cell donors, providing a lifeline to the 19,000+ patients currently living with blood cancers and disorders who require a transplant for survival. While this process is free for individuals, each registration incurs a cost of around R2,500 for non-profits working to grow and diversify the […]
Read More
Budget Allocations Must Align with ECD Sector Realities
In the recently delivered Medium Term Budget Policy Statement, Finance Minister Enoch Godongwana announced a 5.6% annual increase in funding for basic education. This investment will be put towards improving educational outcomes through initiatives such as piloting a nutrition programme in early childhood development (ECD). While Deb Zelezniak, CEO of the Santa Shoebox Project, welcomes this, she stresses […]
Read More
Social Media Management South Africa 2026
What Professional Social Media Management in South Africa Looks Like for Brands in 2026 TL;DR South Africa now has 29.1 million active social media users, growing 15.2% year on year, and the platforms they use are shifting fast. TikTok’s reach grew 33.2% in a year, while LinkedIn now counts 17 million South African members, yet […]
Read More
PR Agency in Cape Town & South Africa
PR Agency in Cape Town: What a Great One Actually Delivers (And How to Know If Yours Measures Up) TL;DR Choosing a PR agency is about far more than generating media coverage. The best PR agencies in South Africa pair strong media relationships with strategic thinking and measurable outcomes, backed by the ability to support […]
Read More
Influencer Marketing Driving Conversions in South Africa
Influencer Marketing in South Africa: What Actually Drives Conversions Creator-led campaigns in South Africa are scaling fast, as part of a global industry expected to exceed $24 billion in 2025 (Statista). At Hook, Line & Sinker (HLS), we saw this first-hand in our work with DKMS Africa, a non-profit organisation focused on fighting blood cancer […]
Read More
How South African Brands Are Using Podcasts to Grow Audiences and Own the Conversation
How South African Brands Are Using Podcasts to Grow Audiences and Own the Conversation Podcasts are one of the fastest-growing content formats globally, yet in South Africa, they remain underutilised by brands. Globally, there are now over 460 million podcast listeners, a number expected to exceed 500 million in the next two years, according to […]
Read More
New Rules of PR Reshaping Brand Reputation
The New Rules of PR Why integrated communications is reshaping how brands build reputation Many brands are still running communications strategies designed for the 2010 internet. Marketing campaigns sit in one department. PR is handled somewhere else. Social media often operates separately again. Yet audiences no longer consume information that way. According to DataReportal’s Digital […]
Read More
How to Choose a PR Agency in South Africa – 8 Questions You Should Ask
How to Choose a PR Agency in South Africa: 8 Questions to Ask Before You Sign Choosing the right public relations agency is one of the most important strategic decisions a brand can make. The global PR industry is projected to exceed $34 billion in value within the next decade, according to the USC Annenberg […]
Read More
What Does a PR Agency Do? A Plain-Language Guide
What Does a PR Agency Do? A Plain-Language Guide for South African Brands If you ask ten people what a public relations agency does, you’ll likely get ten different answers. Some will mention press releases. Others will point to damage control, social media, or getting your CEO quoted in the news. All is partially true, […]
Read More
When Climate Hits Home: Property Owners Warned of Triple Disaster Impact
Homeowners are urged to take action against floods, fires and water scarcity as government declares back-to-back national disasters and scientists warn it will become the norm. South African property owners are confronting an unprecedented reality this summer: three climate disasters happening simultaneously. The government has declared two separate national states of disaster within weeks of each […]
Read More
Make Seafood Choices That Taste Good and Do Good This Summer
For many, summer in South Africa is built around the ocean – snoek on the braai, calamari shared with friends, and fresh line fish at the coast. But as seafood consumption reaches 325 000 tonnes a year, the choices we make at the counter carry more weight than ever. Recent research by WWF-SASSI (The Southern African Sustainable Seafood […]
Read More
Pre-Owned Luxury Proves Sustainability Pays
While fashion remains one of the world’s most polluting industries, a growing cohort of consumers is driving a measurable shift toward circular luxury. Globally, the second-hand market is expanding three times faster than new retail, and South Africa is mirroring this trend, according to Luxity’s eighth annual State of the Luxury Market in Africa report. The shift is both environmental and […]
Read More
Investment Dressing Is the New It-Bag
Logos are out. Legacy pieces are in. Once upon a time, status came stamped on your sleeve. The louder the logo, the bigger the brag. But in 2025, that era feels almost quaint. Across South Africa’s fashion capitals, a quieter kind of luxury has taken hold – one that trades instant gratification for enduring worth. The new mood […]
Read More
Kaitlin and Lihle’s Fight Against a Rare Blood Disease
At 25, Kaitlin should be living independently. At 18, Lihle should be finishing school. Instead, both are fighting for their lives against aplastic anaemia (AA), a rare blood disease that leaves patients vulnerable to infections, uncontrolled bleeding, and severe anaemia. A stem cell transplant gives approximately 80% of patients a real chance at recovery, but for around 70% of those patients, that match will […]
Read More
Previous 
