Media Marvel | Sporting Champion for Women |
PR Powerhouse
Lerato Malekutu is a PR and communications professional with a passion for sports and building brands.
She graduated with a BA Journalism Degree from the University of Johannesburg and has carved her career in the sports industry working in the media first as a journalist and then as the Media Manager of the Proteas for over 10 years.
She worked as the Media Manager for the Proteas at 3 ICC Cricket World Cups, 3 ICC T20 World Cups, 2 ICC Champions Trophy's, on 79 Tests, 180 ODI's and 80 T20I's.
Her career at Cricket South Africa gave her extensive knowledge and experience in sports PR and communications, media management and operations, content creation - including the implementation of digital and social media strategy, media operations and crisis communications. Her experience has also given her an intricate understanding of the South African and International media landscape, which helps to obtain the maximum opportunity to leverage coverage and appeal.
Social upliftment and the profiling of women’s sports and athletes is an important passion and drive, particularly educating and providing opportunities for brands and athletes to raise the profile of women’s sport.
Special Achievements
2009: First black female to be appointed media manager of South African national cricket team
2010: Nominated for gsport Women in Media Award
2014: Named one of the Mail and Guardian Top 200 young South Africans in 2014
2019: Longest serving female cricket media manager in the world.
Connect with Lerato on;
@leratomalekutu on Instagram
LERATO speaks to Strongest Story on the power of sisterhood, learning to be vulnerable, and the importance of ‘simply just hugging’…
“It was a quiet afternoon in Hobart, Tasmania on the 16th of November 2016. It was the day after the Proteas had beaten Australia emphatically and had also taken the series 2-0 with one match to play. I remember sitting at a café with a friend having lunch when I looked up to see the TV replaying footage of our captain Faf du Plessis licking a cricket ball, it came across as if he was tampering with the ball. That’s when I knew that my phone was about to explode. Video footage of Faf apparently ‘ball tampering’ quickly spread across all the television and news sites in Australia, and as quickly to all the South Africans who were waking up to the alleged news the next day.
It was one of the biggest scandals to hit our cricket team this decade; the entire world was watching. I barely slept as I was tending to media from around the world in a difficult time zone, but at the same time, I needed to be fresh and on my toes as I helped the team deal with the ongoing allegations and charges. I fell sick from stress and anxiety, never mind the lack of sleep and might have had a cry or two in between. I was a wreck.
That incident made me realise how important it is to have a strong support structure. I had my family back home listening to my frustrations when the time difference allowed, but I also had our team Manager Dr Mohammed Moosajee, our coach Russell Domingo and several other close friends and confidants in the team to lean on.
We often think it’s the brave and courageous thing to take on our problems on our shoulders, but shifting some of the weight to your support structure is also okay. Showing weakness and asking for help is also okay. I think if I had tried to brave it out in silence I probably would have had a meltdown, but talking about my frustrations, asking for advice or simply just hugging it out certainly helped me overcome a tough period. We are incredibly resilient as women, and it is in our nature to be the nurturer and provider. The ‘sisterhood’ is real and I’d really encourage all strong, resilient and hardworking women out there to tap into their sisterhood, together we can do so much more!”
A message from Strongest Story…
All is not what it seems when it comes to traveling with an international sports team. People think it’s all glamour, excitement, fabulous parties and famous people. But the reality behind the scenes, is very different Days are long, pressures run high and logistics are enormous! But perhaps one of the hardest jobs in running the engine of an international sports team is dealing with the media. Constant, controversial and relentless - one day your friend, the next your foe - it’s a delicate relationship and it takes someone special to manage it.
I first met media manager Lerato Malekutu, when my husband Gary was coaching the South African Cricket Team. He had also played international cricket for many years so I knew the touring space well. I quickly warmed to Lerato and loved her natural exuberance, quick wit and big hugs! At the time, I remember thinking to myself: “To travel constantly with all these men and do this media job, this woman is either crazy, mighty brave or perhaps just some kinda wonderful!'“ I soon discovered, she was a combination of all three - but mostly brave as a lion. We spent many long weeks touring on the road together and I watched how she not only kept the media wheels of the Protea team running smoothly, but fulfilled a myriad of other roles, including tour ‘mother’ and ‘sister’ - the guys all loved her! Lerato, we wish you all the best as you now channel your passion towards social upliftment and raising the profile of women’s sport and athletes. It’s also an honour to have you as our newest board member at The Gary Kirsten Foundation. Strongest Story thanks you for being a strong woman with a soft heart, there’s no better combination and we’re right behind you all the way!