How an African PR powerhouse built two go-to agencies from the group up
- PR Worx Admin
- 2 days ago
- 7 min read
“Reputation is not a matter of circumstance. Reputation, as it turns out, is a matter of conscious choice and discipline. It is only when deliberate action meets passion, that we can create a brand with meaning.”
These are the inspiring words of the business mind behind two of the continent’s most successful homegrown brand-building agencies, and one of the most famous names in public relations: Madelain Roscher. Labelled the ‘PR Guru’ by her peers, Roscher has spent the past 23 years masterfully helming two industry titans, each with its own unique niche in the marketing-communications landscape.
The titans are PR Worx and Status Political, firms which serve two separate and distinct sets of clientele, but are both renowned for their strategic expertise, fearless innovation, and measurable successes. In 2024 alone, PR Worx was honoured for the third consecutive year by the Public Relations Institute of Southern Africa (PRISA) for excellence in crisis communications, in addition to receiving recognition for the best NGO campaign, marking its 57th PRISA PRISM award and over 100 industry recognitions in a space of just nine years since the agency started entering PR awards. Likewise, Status PR has its own unique set of clients and has been the driver of several successful political and election campaigns, reputations saved from the brink of disaster, and popular public initiatives across the continent — all under Roscher’s personal oversight.
From a national airline carrier to an entrepreneur
Her journey to becoming one of Africa’s most sought-after strategists began quickly after completing her communications studies through Damelin and the University of Cumbria. Unfailingly cool, calm, and collected under pressure, Roscher successfully sailed through multiple interviews for a senior communications position at South African Airways (SAA), before being selected for the job from dozens of applicants. From there, and before the age of 30, she quickly rose through the ranks to head up SAA’s global communications function, serving as the airline’s spokesperson for six years. But after many long hours spent in boardrooms and newsrooms around the world, she felt the beginnings of an entrepreneurial spark flare to life, and began looking to the next horizon and the next challenge. It was this same spark that eventually fuelled her brave decision to bet on herself and her abilities, leaving SAA to kickstart her own public relations agency.
In October 2001, she officially launched PR Worx — a move that would set her on the path to leading one of the continent’s highest awarded marketing-communications agencies. Like so many business success stories, PR Worx began in her garage with a single employee, but within just a few months, Roscher and PR Worx had started working with companies of all sizes in a variety of industries.“The moment my departure from SAA was officially announced in South African newspapers, the phone began ringing —which just proves the power of PR and media for amplifying awareness and building businesses,” Roscher recounts. “I’ve always been a truly proud South African and African, and I wanted to apply that same power of marketing and PR to help companies grow, create jobs, discover new opportunities, and ultimately shape stronger economies.”Understanding the particular benefits of her expertise within the airline space, Comair was the first to call, adding British Airways and kulula.com to her portfolio, and Roscher’s leap of faith was rewarded.
Assembling Africa’s Best
Word of PR Worx’s services continued to spread, steadily adding to its client base through referrals. But perhaps one of the most pivotal moments in its growth story came during a seemingly routine sponsorship meeting between British Airways and Lions Rugby.
Pitching ideas and approaches to increase the value of the sponsorship, the rugby side’s management team were so impressed by Roscher’s thinking that they immediately requested a full campaign proposal for the Lions franchise itself. Within days, Roscher and the PR Worx team developed and presented a strategy so compelling that it not only won the account, but threw open the doors to entirely new market sectors. Over the next two decades, PR Worx would go on to partner with some of the most recognised brands both in the country and in the world, including the likes of Xerox, MasterCard, Anglo American, PepsiCo, Samsung, international food brands like Domino’s Pizza and Krispy Kreme, and even global personalities like Jeremy Clarkson.
PR Worx built an outstanding reputation and solid track record for daring, out-of-the-box campaigns that are firmly rooted in delivering real business results, consciously avoiding any reliance on vanity metrics. “As an entrepreneur and businesswoman myself, I’ve always understood the importance of PR and marketing that not only stands out creatively, but impacts the bottom-line. This is the same philosophy that’s always guided PR Worx. We’re not married to strategies or tactics — only outcomes. If something isn’t performing, we shift gears and pivot,” notes Roscher. “This agility and complete focus on supporting our clients’ objectives is the reason we’ve been so successful, and how we’ve built so many strong long-term partnerships. While we guarantee clients a minimum 300% return on investment, we often deliver ten times that value.”This approach has seen the firm consistently punch above its weight, achieving feats and accomplishments that are remarkable for its size. Since 2010, when PR Worx entered industry awards for the first time to benchmark its campaigns and results against the best in the business, it has continuously left an outsized footprint at awards ceremonies, overwhelmingly earning its moniker as “Africa’s Best”.
In addition to its scores of PRISM awards, it’s been named best PR firm in Ekurhuleni, Johannesburg, Gauteng, South Africa, and Africa, as well as winning IABC Gold Quills, PMR Africa awards, and many other international accolades. Moreover, it’s gradually evolved into a full-service, 360° marketing-communications agency, expanding its PR offering to include full creative, multimedia, and graphic design services, digital and social media expertise, and events management, always seeking to push boundaries on behalf of clients.
Setting the gold standard
Its long list of successes showcases its versatility and exceptional performance, even under pressure. During the Covid-19 pandemic and lockdowns, PR Worx helped publicise the launch of Innovative Learning Solutions (ILS), a start-up offering professional truck driver training. Undaunted by the challenges of the pandemic, the team orchestrated a through-the-line “Mother Trucker” campaign, complete with billboards, digital marketing, PR tactics, and playful adverts blazoned across Volvo Superlink Tautliners, with taglines such as “WTF Truck” and “Tired of truck-ups?”Its efforts paid off, as ILS organically grew its Facebook following by more than 8,000 followers within a week, generated R12 million in earned publicity value, experienced a 32% growth in demand for its courses, attracted 10 new major transport clients, and helped 500 truck drivers find employment. Similarly, despite the pandemic’s associated logistical hurdles, it launched a highly successful influencer and social media campaign to help launch The Cross Trainer’s private XT fashion label, resulting in a complete stock sell-out within six weeks.
Reshaping Africa’s leadership narrative
Meanwhile, as PR Worx grew from strength to strength, Roscher’s own reputation developed as the go-to person for all matters related to strategic communications across Africa. Consistently described as a force to be reckoned with in the high-stakes realm of reputation management, her name soon caught the attention of Africa’s political elite. Immediately recognising the distinct needs and sensitivities of political communication, and the importance of its complete separation from corporate PR, she established Status PR (Political) in 2018 — a boutique consultancy dedicated to serving high-profile leaders across the continent. “I was immediately drawn to the opportunity to support leaders who can positively impact nations and countries, as well as benefit neighbouring countries and even Africa as a whole,” she explains. “That type of work speaks directly to my own motivation as a communications professional. I knew I wanted to help get the right leaders the right support they needed to make a meaningful difference and change lives. By empowering the right leaders, I truly believe that we can create a domino effect of transformation across the continent, and that’s been the driver of Status ever since.”In the seven years since, what began as a single project for a prominent member of parliament has become one of Africa’s premier consultancies, offering strategic reputation management, brand positioning, and campaign management services.
Today, it boasts the crème de la crème of African political leaders, high net-worth elite, and high-profile executives among its list of clients, while maintaining its strong reputation for uncompromising ethics and utmost discretion. As its sole permanent employee and the CEO of the firm, Roscher personally oversees every aspect of Status Political’s work, bringing in specialised teams only for large-scale campaigns or critical on-the-ground operations. She attributes its success to its ability to craft narratives that resonate with people, not just politicians.“By intertwining political manifestos with pragmatic strategies, I specifically aim to help address the genuine concerns, needs, and aspirations of the people our clients serve,” she emphasises. “My work isn’t about propaganda or hollow promises, but about connecting leaders to the people they serve in a way that’s authentic and lasting.”
Looking ahead
The strength of the two enterprises continues to reflect Roscher’s entrepreneurial abilities and leadership acumen — triumphs that have further been recognised through her receipt of PRISA’s first Lifetime Achievement Award in 2014, and the Africa Women Leadership Award in both 2019 and 2022. Status PR is still redefining and challenging perceptions of Africa, working behind the scenes to share stories of hope and optimism, and to promote responsible leadership. At the same time, PR Worx also continues to evolve alongside the corporate sector, embracing new trends and ideas. In fact, perhaps its only constant for the past 23 years has been its emphasis on quality rather than quantity, says Roscher. “Over the years, we’ve intentionally maintained a selective client portfolio to keep a sharp focus on delivering the highest quality, personalised services to our clients.
But after helping so many companies rebuild and thrive in the wake of the pandemic, growing their businesses, I’ve increasingly come to realize that there’s no reason we can’t have both — both quality and quantity. We can set gold standards for service, while simultaneously growing our capacity and client base.“I have been working on expansion plans for PR Worx, and I’m particularly excited to introduce our new franchise model. PR Worx is open for regional franchise discussions in neighbouring countries and growth areas it currently doesn’t serve, with further strategic announcements anticipated in the near future. This development positions PR Worx as an even larger key player in the evolving landscape.”
As Africa asserts its growing influence on the global stage, Roscher’s visionary leadership is redefining reputation management. PR Worx and Status Political are on a mission — transforming businesses, empowering communities, and elevating brands with relentless drive, bold innovation, and perfectly aligned partnerships. This movement redefines progress, reflecting the dynamic energy and boundless potential of the continent.
Comments