Meet Sanjay Korteweg: Namibia’s PR and storytelling innovator
When Sanjay Korteweg founded Core Public Relations in 2009, Namibia had no dedicated PR agency.
Sixteen years later, Core has become a respected name in communication strategies, known for its integrity, clarity and commitment to authentic storytelling.
“Namibia had a gap,” Korteweg recalls. “There was no agency focused purely on public relations. Building Core has been incredibly rewarding.”
His approach is rooted in simplicity, guided by his adapted KISS principle: Keep It Simple, Sanjay.
“Messages should never be cluttered or overcomplicated,” he explains. “Our goal is to deliver ideas clearly and directly, using plain language.”
With international work experience, Korteweg combines a global perspective with local understanding.
“You can’t just roll out an international campaign here and expect it to work,” he says. “Success depends on knowing what drives people locally.”
Namibia’s diversity and vast geography present communication challenges, yet he sees them as opportunities to connect meaningfully through language and culture.
Integrity lies at the heart of Korteweg’s leadership. “We believe in under-promising and over-delivering,” he says. “Transparency and ethics are non-negotiable.”
This trust extends to clients, where partnership means more than transactions. “A true partnership is reciprocal. We think proactively about how our work can improve a client’s business.”
Driving social impact
For Korteweg, storytelling remains central to building reputation and trust. Projects such as Lefa, Green Enterprise Solutions and work with GIZ and the United Nations reflect his belief that communication can drive social impact.
Leading a young, digitally savvy team, Korteweg ensures Core stays ahead in an evolving media landscape shaped by social media and AI. “We invest in training and encourage our team to stay informed and curious,” he notes.
Looking ahead, he sees opportunity in Namibia’s growing energy sector, where Core aims to help global companies localise their communication strategies.
His advice to young professionals is simple: “Read, write, stay curious and work hard. PR is not glamorous, but persistence always pays off.”
Sixteen years later, Core has become a respected name in communication strategies, known for its integrity, clarity and commitment to authentic storytelling.
“Namibia had a gap,” Korteweg recalls. “There was no agency focused purely on public relations. Building Core has been incredibly rewarding.”
His approach is rooted in simplicity, guided by his adapted KISS principle: Keep It Simple, Sanjay.
“Messages should never be cluttered or overcomplicated,” he explains. “Our goal is to deliver ideas clearly and directly, using plain language.”
With international work experience, Korteweg combines a global perspective with local understanding.
“You can’t just roll out an international campaign here and expect it to work,” he says. “Success depends on knowing what drives people locally.”
Namibia’s diversity and vast geography present communication challenges, yet he sees them as opportunities to connect meaningfully through language and culture.
Integrity lies at the heart of Korteweg’s leadership. “We believe in under-promising and over-delivering,” he says. “Transparency and ethics are non-negotiable.”
This trust extends to clients, where partnership means more than transactions. “A true partnership is reciprocal. We think proactively about how our work can improve a client’s business.”
Driving social impact
For Korteweg, storytelling remains central to building reputation and trust. Projects such as Lefa, Green Enterprise Solutions and work with GIZ and the United Nations reflect his belief that communication can drive social impact.
Leading a young, digitally savvy team, Korteweg ensures Core stays ahead in an evolving media landscape shaped by social media and AI. “We invest in training and encourage our team to stay informed and curious,” he notes.
Looking ahead, he sees opportunity in Namibia’s growing energy sector, where Core aims to help global companies localise their communication strategies.
His advice to young professionals is simple: “Read, write, stay curious and work hard. PR is not glamorous, but persistence always pays off.”
