Womens Day Campaign

Her CV didn’t hide anything; she listed every job, from washing cars to working tills. Standing six feet tall, she made a memorable impression. During her interview, when the reception phone wouldn’t stop ringing, she confidently answered it, later realising she'd taken a message for the very director interviewing her. “That moment proved I could take initiative under pressure, and it won me the job,” she recalls.

From promoting films on tight budgets to marketing roles at Imperial Toyota, her career steadily evolved. However, it was at PricewaterhouseCoopers (PwC), where her drive was recognised and rewarded with a communications bursary and promotion, that her path truly transformed.

A pivotal moment came during her six years as Head of Corporate Communications at South African Airways, where handling global media, crisis management, and executive advisory roles sharpened her expertise.

In 2001, Madelain founded PR Worx after seeing a gap in the industry; too many agencies were slow to act and avoided taking real responsibility. Her vision was clear: “No bureaucracy, only rapid-fire strategies and measurable results.” More than 20 years on, that same commitment still fuels her drive to build and lead.

“I demand clarity even when the news is bad, I expect honesty before hype,” she emphasises. Madelain believes authentic communication builds lasting brand trust, especially critical in South Africa, where consumers are wary after years of corporate scandals and broken promises.

Madelain states that PR is largely led by women. She emphasises, “We listen deeply to stakeholder concerns, ask the tough questions others might avoid, and hold ourselves and our clients accountable. Transparency becomes more than a slogan; it becomes a promise brands can't afford to break.”

Reflecting on impactful mentorship, Madelain shares a powerful story of transformation: “I remember one contestant who was brilliant but terrified of media interviews. We spent hours practising, helping her find her authentic voice. Six months later, she led a national women's safety campaign and now proudly represents at the United Nations.”

Madelain explains, “These aren’t just media training sessions; they're battles for women's rights to lead without being torn down,” she insists. For Madelain, witnessing women confidently reclaim their narratives is her greatest professional reward.

She consistently brings attention to the issues many choose to ignore, using her voice on social media and through her workshops. Many of the women she had mentored now hold senior roles in enterprises or businesses and aid the country in clear and responsible communication.

“Success is not measured by awards on my wall, but by the voices I've helped amplify. Women who once doubted their platform now confidently influence policies and transform industries. Mentorship is the most important work I'll ever do.”

Advice for the Next Generation

Madelain offers bold but practical advice to women aspiring to succeed in demanding, visibility-driven industries:

“First, get comfortable being underestimated, then make them regret it. There's power in being the person others don't see coming. While they're busy underestimating you, you're busy preparing. Use that time wisely.”

She cautions against mistaking praise for value, urging women to assert their worth clearly: “Demand the salary, the equity, the seat at the table. If they can't afford your expertise, they can't afford to compete.”

Adaptability, Madelain stresses, is essential: “Industries change overnight, clients are fickle, and crisis is constant. The women who thrive adapt quickly without apology. Don’t waste time explaining why you're changing direction, just execute brilliantly and let results speak.”

She also underscores the importance of strategic authenticity: “Be yourself, but be yourself with purpose. Every interaction is an opportunity to reinforce your personal brand. People must know what you stand for before trusting you to stand for them.”

Lastly, Madelain embraces criticism as confirmation of effectiveness: “If they call you ‘too much,’ smile and say, ‘Thanks, it's working.’ In high-pressure industries, ‘too much’ means you're doing something right, pushing boundaries and creating change.”

A United Vision for Women's Month

This Women’s Month, Madelain urges South African women to connect, collaborate, and lead together. “August isn’t just about celebrating where we’ve been; it’s about acknowledging how far we still need to go, and importantly, that we’re going there together.”

She notes South African women’s unique challenges: economic inequality, transformation struggles, isolation as trailblazers, and highlights the transformative power of shared experiences: “When women talk honestly about the real stuff, magic happens. Sharing negotiation tactics, handling failures, and navigating tough clients is combat training for the corporate world.”

For Madelain, tackling systemic issues starts with women coming together and backing one another: “Women’s Month should remind us that our strength lies not in going it alone but in lifting as we climb. When South African women win together, the entire country benefits.”

Her final call to action is clear and empowering: “Don’t just survive in your space, thrive in it, then create space for others to do the same.”