From contributing to a college newsletter to shaping narratives for some of South Africa’s most recognisable brands, Abulele Ndamase is steadily carving out her voice in the country’s communications industry. In this edition of Women in Charge, she reflects on the moments that sparked her passion for storytelling, the campaigns that shaped her career, and the importance of staying curious in a fast-evolving PR landscape
For Abulele Ndamase, communications has always been about more than simply sharing information, it’s about connection. Her journey into public relations began during her time at Damelin College, where contributing to the college newsletter first revealed the power of storytelling and how narratives can shape the way people understand the world around them.
Today, that early spark has grown into a dynamic career in public relations and brand communications. Having worked on campaigns for major brands such as Castle Milk Stout, Brutal Fruit Spritzer and Smirnoff, and secured coverage across leading platforms including SABC, eNCA and the Sunday Times, Ndamase is building a reputation for thoughtful storytelling and strategic media engagement. In her current role at The Bread, she continues to craft compelling narratives for brands across diverse industries.
Here, she reflects on her journey into PR, the lessons she’s learned along the way, and why curiosity, intentionality, and authentic relationships remain at the heart of impactful communications.
GLAMOUR: Your passion for communications began while contributing to the newsletter at Damelin College. Can you take us back to that moment and share what first sparked your interest in storytelling and public relations?
Abulele: My passion for PR and communications really started during my time at Damelin College when I was contributing to the college newsletter. I remember a media studies lecture where our lecturer explained the strong connection between media studies, public relations and communications. That moment really stood out to me because it helped me understand the role storytelling plays in shaping how people receive and connect with information. As someone who has always been a people’s person, I’ve always enjoyed listening to people’s experiences and perspectives. Contributing to the newsletter made me realise that communications allows you to turn those stories into meaningful narratives that inform, engage and connect with wider audiences.
GLAMOUR: When did you realise that public relations was more than just an interest for you, but a career path you truly wanted to pursue?
Abulele Ndamase: I think that realisation came during my internship at Rothko Brand Partners. Being in that environment and working alongside professionals who were so willing to share their knowledge made a huge difference for me. They took the time to teach me the fundamentals of public relations and communications, from building media lists to understanding how to conduct yourself professionally at events and when engaging with the media. Having that hands-on experience allowed me to see how the industry operates in practice. It was during that time that I realised PR and communications was not just something I was interested in, but a career path I genuinely wanted to pursue and grow in.
GLAMOUR: Looking back at the early stages of your career, what were some of the most valuable lessons you learned as a young professional entering the PR industry?
Abulele : Looking back, one of the most valuable lessons I learned early in my career is the importance of staying curious. The PR and communications industry is constantly evolving, so asking questions, being open to learning and having a teachable spirit is essential. I also learned the value of going the extra mile, whether it’s supporting a team, preparing thoroughly or taking initiative to learn something new. Those experiences really shape how you grow as a professional. It’s not always an easy industry and the pace can be demanding, but if you are genuinely passionate about communications and storytelling, that passion keeps you motivated and helps you stay committed to the work.
GLAMOUR: You’ve worked on campaigns for well-known brands such as Castle Milk Stout, Brutal Fruit Spritzer and Smirnoff. Is there a particular campaign that stands out as a defining moment in your career?
Abulele: One campaign that stands out for me is the #SheBeen campaign for Brutal Fruit Spritzer during Women’s Month in 2023. The campaign focused on creating a safe space for women, where Brutal Fruit revamped a tavern in Soweto so that women could enjoy the space on their own. It was the first major campaign I worked on after joining M-Sports Marketing & Communications. Working on the media relations side of the campaign challenged me in many ways. It pushed me to think more strategically about storytelling, media engagement and how I show up as a communications professional. One lesson that really stayed with me from my former boss at M-Sports, Mam’Fee, was the importance of being intentional in your work and in the way you represent both the brand and its message.
Another memorable campaign was “Inkunzi Emnyama Ibuyile” for Castle Milk Stout, which marked the return of the iconic black bull symbol to the brand’s packaging. Working on the media relations strategy for that campaign pushed me to think creatively about how to pitch a strong product story to the media.
GLAMOUR: Campaigns like #SheOwnsHerSuccess and Inkunzi Emnyama Ibuyile have resonated strongly with audiences. What does it mean to you to work on campaigns that are culturally impactful?
Abulele: Working on culturally impactful campaigns like Momentum #SheOwnsHerSuccess and Inkunzi Emnyama Ibuyile has been incredibly rewarding. #SheOwnsHerSuccess empowers women, addresses gender disparities in the workplace and society, and encourages women to own their success by being bold, taking control of their finances and embracing their worth. Being part of campaigns that reflect real experiences and promote social change has shown me how powerful communications can be in shaping conversations, inspiring audiences and celebrating culture. Contributing to work that resonates on this level has strengthened my understanding of the responsibility and influence we have as PR and communications professionals.
GLAMOUR: You’ve secured media coverage across major platforms such as SABC and eNCA. What skills do you believe are essential for building strong media relationships and achieving meaningful coverage?
Abulele: Securing coverage across major platforms requires a mix of strategic and interpersonal skills. Strong relationship-building is key; you need to understand journalists’ priorities and provide stories that are relevant and compelling. I also make an effort to know journalists beyond their work, asking how they’re doing or about their family when appropriate. It’s not always sustainable, but even small gestures help build trust. It’s equally important to check in on journalists and read what they’re writing, even when you don’t need anything from them. Alongside clear communication, reliability, creativity and strategic thinking, these habits help ensure that media coverage is meaningful, impactful and mutually respectful.
GLAMOUR: Some of the campaigns you’ve worked on have received recognition at the PRISM Awards and Loeries Creative Week. How did it feel to see your work receive industry recognition?
Abulele Ndamase: Seeing campaigns I worked on receive recognition at the PRISM Awards and Loeries Creative Week was incredibly rewarding, but it was always a win for the entire team. PR and communications is collaborative by nature, and these awards reflected the creativity, strategy and dedication of everyone involved. It was inspiring to see our collective effort acknowledged by industry peers, and it reinforced for me how impactful well-executed teamwork can be in creating campaigns that resonate with audiences and the industry alike.
GLAMOUR: In your current role at The Bread, you work with brands such as Ocean Basket, Vans and The Lab. How do you approach telling unique stories for brands across such different industries?
Abulele Ndamase: Working with brands across different industries like Ocean Basket, Vans and The Lab requires understanding that each brand has its own voice, audience and purpose. I start by immersing myself in the brand — learning its values, history and what makes it unique. From there, I identify the stories that will resonate most with its audience and the media, whether it’s highlighting culture, lifestyle or innovation. The key is tailoring the approach to each brand while staying authentic, ensuring every story feels true to the brand’s identity and connects with people in a meaningful way.
GLAMOUR: Public relations today requires both creativity and strategic thinking. How do you balance these two elements when developing campaigns?
Abulele Ndamase: For me, balancing creativity and strategy comes down to starting with a clear understanding of the campaign goal and who we’re trying to reach. Once that’s clear, I look at ways to bring the story to life in a way that’s engaging and memorable. I see strategy as the guide that keeps everything on track and creativity as what makes the campaign stand out. It’s about making sure every creative idea has a purpose and connects back to the goal, so the campaign is both smart and interesting.
GLAMOUR: Every career journey comes with challenges. Can you share a challenge you’ve faced in your career and what it taught you?
Abulele Ndamase: One challenge I faced in my career was working on my first big campaign at M-Sports, where I was responsible for media relations. I quickly realised that pitching a story and getting coverage isn’t always straightforward. Journalists are busy, and you need to be creative, persistent and strategic. At first, it was a bit overwhelming, but I learned the importance of preparation, adaptability and building genuine relationships with the media. That experience taught me that challenges are opportunities to grow, and it shaped the way I approach campaigns and professional relationships to this day.
GLAMOUR: You are passionate about mentoring aspiring PR professionals. What advice would you give to someone hoping to build a successful career in communications?
Abulele Ndamase: My advice to anyone starting out in PR and communications would be to stay curious and be willing to learn. Ask questions, observe and take every opportunity to understand how campaigns are planned and executed. Build strong relationships, not just with colleagues but also with media and industry professionals, and remember that trust and respect go a long way. Be adaptable, go the extra mile and always show intentionality in your work — how you show up matters as much as what you do. Finally, stay passionate and patient. It’s not always easy, but dedication and a willingness to grow will take you far.
GLAMOUR: Outside of work, you enjoy reading, exploring local markets and discovering tea spots around the city. How do these moments of pause contribute to your creativity and professional growth?
Abulele Ndamase: Those moments outside of work are really important for me. Reading, exploring local markets and discovering tea spots give me space to slow down, observe and reflect. They spark new ideas, expose me to different perspectives and help me see the world in ways that I can bring into my work. Stepping away from the desk allows me to recharge, stay curious and approach campaigns with fresh energy and creativity. It’s often in those quiet, exploratory moments that inspiration strikes.
GLAMOUR: As someone steadily building your voice within South Africa’s PR landscape, what message would you like to share with young professionals who are working towards their own career goals?
Abulele: I would tell young professionals that building a career in PR and communications takes curiosity, resilience and a willingness to learn. Stay open to opportunities, ask questions and don’t be afraid to step out of your comfort zone; every experience teaches you something valuable. Build relationships, show up intentionally, be genuine in how you communicate and believe in yourself and your ideas.
Attend industry events whenever you can, as they’re a great way to connect with inspiring people and learn from those already in the field. Most importantly, stay passionate about what you do and trust that consistent effort, curiosity and creativity will help you grow and make your mark in the industry.
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