From Storyteller to CEO: Lessons from My Friend and Mentor, Phangisile Mtshali

Honouring a Legacy — This reflection was first shared August 2025 EntreprenHER seminar where fraymedia Foundation launched the Phangisile Mtshali Award for Transformational PR, an initiative celebrating women who are rewriting the rules in media and communications. The award honours the life and work of Phangisile Mtshali — a trailblazing health journalist, public relations leader, and advocate — whose career spanned Africa, China, and India. Her values, courage, and relentless pursuit of purpose continue to inspire the next generation of women leaders.

By Paula Fray

When I think about my journey from a young reporter in the 1980s to becoming CEO of a media group, I cannot separate that story from the influence of one remarkable woman: Phangisile Mtshali.

She was not just a colleague, but my mentor, collaborator, and champion. Her lessons still shape my leadership today, and I share them here for every woman who dreams of following that same path.

The Power of Story and Structure

As a journalist, I learned quickly that “stories shape the world”. They influence how we see ourselves, who we think is important, and what we prioritise.

But early in my career, at a high-profile political event, I realised something was missing: my own voice. Yes, I was telling important stories, but within a structure that wasn’t built for people like me — not as a woman, not as an African, and not as someone whose vision went beyond the byline.

That moment planted a seed: what if we could shape the structure, not just the story?

Purpose is a Competitive Advantage

One of the most enduring lessons from Phangisile was that purpose drives profit. She never separated her mission from her work, and she taught me that being purpose-driven is not a handicap — it’s a business advantage.

Too often, women shy away from talking about profit, as though it’s distasteful. But without profit, you can’t grow, employ others, or have sustained impact. Values-led organisations can be both impactful and financially sustainable.

“You can be both — bold in your purpose and strong in your profit.”

Work On the Business, Not Just In It

When I founded frayintermedia, I thought passion and principles would be enough. They were not. I needed to learn budgeting, contracts, hiring, scaling, and strategy. As Phangisile and other mentors reminded me: “Don’t just work in the business, work on the business.”

That means dedicating time each week to finance, operations, and legal matters, and always planning beyond the current project. I learned the hard way that a big contract can become a trap if you don’t prepare for what happens when it ends.

The Courage to Act Now

Phangisile was a constant source of encouragement — the person who would call at exactly the moment I needed a push. She believed in acting decisively: “Don’t wait for permission. Don’t wait for somebody to tell you that you’re good enough. Do it.”

I hope you have a Phangisile in your life and that you are a Phangisile in the lives of others.

Early in my business life, I was overly cautious. It was only after nearly losing the company and rebuilding it that I became bold. Courage, I’ve learned, is more valuable than certainty.

Lead on Your Own Terms

Phangisile also taught me the importance of leading in a way that is authentically yours.

“Stop shrinking to fit what people think you should be.”

You don’t have to mould yourself into someone else’s leadership style. You are your own biggest champion so lead in ways that align with your values, your mission, and your vision.

A Collective Future for Women in Media

Over the past 20 years, I’ve built not just businesses — frayintermedia, fraycollege, and the fraymedia Foundation — but also communities. We host monthly breakfasts, create networks, and prioritise women suppliers. And we do so because leadership is relational, and no woman should navigate this journey alone.

I envision a future where more women own, run, and are featured in media. It’s a future that is bold, ethical, innovative, and collective.

The Challenge

Phangisile’s legacy lives on in the award we have launched in her honour, but it also lives on in my personal challenge to every woman reading this: What is the story about your leadership that you want to rewrite?

From storyteller to CEO is not a straight path. It is winding with ups and downs along the way. It takes purpose, business discipline, courage, and a refusal to shrink. So this week, take one bold step whether is registering that company, pitching to that sponsor, or saying no to something that no longer serves you.

As Phangisile would say: act now.

This is an edited version of a column first published on LInkedIn. You can watch the full video here: