From a dining room start-up to an award-winning communications agency, PR Worx marks a quarter-century of entrepreneurship, innovation and reputation management
What began as an ambitious business idea at a dining room table has become one of South Africa’s most recognised public relations agencies. PR Worx celebrates its 25th anniversary, marking a remarkable journey of entrepreneurship, resilience and success in the country’s competitive communications industry.
Founded by Madelain Roscher on 13 October 2001, PR Worx has grown from a one-woman operation into an independent African agency with an established presence across the continent. Today, it boasts 57 PRISA PRISM Awards and was recently ranked South Africa’s leading PR agency in a survey of 13,200 corporate clients.
The agency celebrated its silver jubilee on 15 October 2026 at Hotel Sky in Sandton. More than 100 business leaders, clients, media representatives and industry personalities gathered to honour the milestone.
From Corporate Communications to Entrepreneurship
At just 30 years old, Roscher made the bold decision to leave her position as Head of Global Communications at South African Airways (SAA) to establish her own business.
Interestingly, the original PR Worx business plan was written while she sat on the jumpseat of an aeroplane.
Her departure from SAA attracted media attention, and a newspaper article unexpectedly secured the agency’s first client, Comair, which operated British Airways services in South Africa and the popular kulula.com airline.
What followed was 25 years of building brands, navigating corporate challenges and establishing a reputation for strategic communications.
“Starting a business is relatively easy. Keeping it relevant, profitable, and respected for 25 years is an entirely different sport,” Roscher shared during her anniversary address.
She also reflected on the importance of protecting the agency’s independence.
“Sometimes, it means knowing when to walk away. We’ve declined business that looked wonderful financially but would have cost us our independence, our reputation, or our sanity.”
A Legacy of Award-Winning Public Relations
Over the past two and a half decades, PR Worx has worked on some of South Africa’s most recognisable campaigns and complex corporate communications challenges.
Its portfolio includes the South African launches of Domino’s Pizza and Krispy Kreme, communications surrounding the relocation of 33 rescued lions from South America, and numerous high-profile crisis management interventions.
The agency’s 57 PRISA PRISM Awards reflect its longstanding contribution to the public relations industry, while its expansion across Africa demonstrates the growing influence of independent South African communications businesses.
Beyond commercial success, PR Worx has also championed campaigns addressing important social issues.
Most recently, Roscher’s #WearRedSA initiative has helped raise awareness of gender-based violence and femicide (GBVF), encouraging greater public engagement with one of South Africa’s most pressing challenges.
The Future of PR in an AI-Driven World
As artificial intelligence transforms the communications landscape, reputation management is becoming increasingly important for businesses.
This was a central theme of the anniversary keynote address delivered by Dr Iqbal Survé, Chairperson of Survé Group Holdings.
“Visibility can be bought. Credibility must be earned,” he told guests.
Survé highlighted how AI-generated assessments of companies will increasingly rely on publicly available information. This makes ethical business practices, credible journalism and accurate corporate communications essential to protecting long-term reputations.
His message reinforced an important principle: while technology may change how information is discovered and shared, trust remains the foundation of effective public relations.
The evening also featured an address by Dr Zizamele Cebekhulu-Makhaza, Chairperson of the Safer South Africa Foundation (SSAF) and former President of POPCRU.
He commended Roscher’s commitment to raising awareness of gender-based violence through #WearRedSA. However, he emphasised that awareness must be accompanied by stronger institutional responses, practical employer support and improved prosecution rates for perpetrators.
An Evening of Celebration at Hotel Sky Sandton
25TH ANNIVERSARY CELEBRATION
The black-and-gold anniversary celebration brought together the people who have contributed to PR Worx’s success over the years.
Hosted by Mrs South Africa 2022 and current Head of Special Projects Jo Judnick-Wilson, the event embraced the glamour of Hotel Sky’s Sandton setting.
Live saxophone music, an aerial performance and an elegant selection of wines and sparkling wines sponsored by historic Stellenbosch wine estate Blaauwklippen added to the festivities.
Among the evening’s tributes was a heartfelt acknowledgement from PR Worx Commercial Director Tyronne Henning, who praised Roscher’s dedication and hands-on leadership.
“Madelain has never been the kind of CEO who sits in an office and watches everyone else do the work. She’s in the thick of it with us, and if something needs attention at five in the morning, she’ll be the first person to pick up the phone.”
Looking Ahead to the Next 25 Years
For Roscher, the silver jubilee is more than a celebration of past achievements. It represents an opportunity to reflect on the values that have sustained PR Worx while looking towards the future of the industry.
“Twenty-five years ago, I started a business. Today, I stand here as the founder of an independent African agency that has more than earned its place in this industry.”
Despite the accolades, awards and impressive client portfolio, Roscher remains focused on what comes next.
“Twenty-five years is a wonderful achievement. But I have absolutely no intention of allowing it to become our greatest one.”
As PR Worx enters its next chapter, its story remains a compelling example of South African entrepreneurship, proving that a business built on ambition, independence and credibility can stand the test of time.
