We use our affiliation with Cropley Communication in Melbourne and Bold and Chance in Gaborone to develop state of the art solutions for our clients and our membership of the International Association of Business Communicators to stay on top of our game. Locally we are members of the Public Relations Institute of South Africa and the Southern African Market Research Association. Business DNA is a proudly Level 2 B-BBEE contributor supporting the development of a diverse and integrated world-class economy in South Africa.





Amanda is the founder and Executive Director of Business DNA. She started the company in 2000 after careers in journalism, public relations, academia and at the National Productivity Institute.

Amanda is a globally recognised authority on stakeholder communication, research and measurement. Her passion for excellence and living every day to the full is a trait well-known in the industry and reflected in the projects they embark on.

She holds a Doctorate in Communication Science from the University of South Africa as well as a post-graduate diploma in Strategic Marketing. She is an Accredited Business Communicator (ABC) with the International Association for Business Communicators (IABC) and a Certified Public Relations Consultant (CPRC) with the Public Relations Institute of South Africa (PRISA). Amanda received the IABC Chairman’s Award in 2014 for her contribution to the organisation. In 2015 she was made a Fellow of the IABC in recognition for her contribution to the communication profession.

Our credentials

We believe the outcomes of our projects must be aligned with the business strategy and the impact must be measurable. Our view is “If it is not measured, it cannot be managed”. We do not do “stuff”, we are strategic business partners and must ensure that the outcomes    we deliver prove it.

Our customers are located in South-Africa, Australia, Botswana and Kenya. Dr Hamilton-Attwell is a regular speaker at local and international conferences on productivity improvement, leadership and communication, stakeholder engagement, crisis communication and women and leadership.



The Business DNA team offers organisations their expertise in stakeholder communication, customer service, productivity improvement, research, measurement, change, and communication skills development.

Our bespoke programmes will enable organisations to improve productivity and employee engagement through effective communication and excellent customer service.

We are accredited with the Services SETA for General Management. (Accreditation number is 12154)


Our product offering

To meet our clients’ needs we…

  • Diagnose communication effectiveness
  • Co-create communication strategies
  • Enable organisation leadership to communicate better with their teams
  • Are involved from the diagnosis, to the strategy, to the roll-out of a communication intervention




We facilitate complex and customised solutions for our clients through a network of specialists and experts in a variety of fields. When you work with us, you will only have to deal with us. We will co-ordinate all of the other specialist suppliers for you.