Ahead of the 2010 World Cup, Weber Shandwick chairman Jack Leslie discusses the "vibrant" yet "still maturing" South Africa PR market, changes that have happened there since the end of apartheid, and the huge opportunity for that country coming up this summer.

"[The World Cup] will give South Africa a chance to show itself to the world," he said. "It will also give marketers huge opportunities in new markets throughout Africa and around the world."

Leslie, who sees "tremendous growth potential" for the market, notes that South Africa has become a hub for the continent as media relations is still in its infancy in parts of sub-Saharan Africa.

"The PR industry in South Africa is still maturing," he said. "The fact is that most of the business today still is business that is for generalists."

But, he said, sports marketing and areas like digital/social media are growing demands.

"In the last few years, most of PR in South Africa has been still back in what we would call the 'one-person shop,'" he said. "Because of this growth, I think, you're going to begin to see more and more multinationals like ourselves invest more in the S.A. market."