Described as a Public Relations (PR) guru by her peers, Madelain Roscher is the Managing Director of PR Worx, a full-service marketing-communications agency, which she established in 2001. With 22 years’ in-depth industry experience based on an impressive consulting and corporate career, the firm has achieved remarkable successes under her leadership. ​ Notably, PR Worx is the highest awarded public relations firm in Africa having been honoured as the best in Johannesburg, Ekurhuleni, South Africa and Africa awards for nine consecutive years. Madelain also won the 2019 Africa Women Leader Award by the World Women Leadership Congress and Awards, 2017 Woman of the Year: Media category; the Most Influential Women in Business award; was recognised as the Most Admired PR Professional in South Africa; and was the first person to receive the Public Relations Institute of SA’s Lifetime Achievement Award. ​ Her knowledge of the sector and developing commercial strategies that are impactful and that generate a maximum measurable return on investment for her clients, are some of her strongest service offerings. Her responsibilities include strategic business development for her own firm and that of PR Worx’s blue-chip client portfolio. ​ Prior to starting up PR Worx, Madelain was head of South African Airways’ worldwide corporate communications function and the airline’s global spokesperson for a period of six years. During this time, she was one of two employees that was selected from 25,000 airline staff to represent South Africa in Switzerland as part of an aviation MBA programme.