Samantha Reyneke, South Africa’s PA of the Year 2024

PAFSA: What does the title "South Africa’s PA of the Year" mean to you?
SR: An unexpected and humbling honour that represents a significant milestone not only for me but also for the PA profession. P’s work behind the scenes, ensuring everything runs smoothly, but we rarely fall under the spotlight. This award gives me the opportunity to shine and demonstrate that I am worth so much more than what is seen. It’s recognition like this that every PA in SA deserves, and I am absolutely flabbergasted by the honor. It’s a celebration of my hard work and the vital role I play.

PAFSA: Who was the first person to congratulate you?
SR: Chelene Venter and Danna Smith, previous titlehoders of South Africa’s PA of the Year Award.

PAFSA: Who was the first person you phoned from the function or after the function to tell them you had become the title bearer?
SR: My husband, he is my rock and my biggest supporter.

PAFSA: How did your boss react to the news?
SR: He was very happy and excited about the good news. He commented that he is very proud of me.

PAFSA: How did your office/company react to the news? And your home circle?
SR: The reaction from my colleagues was incredible. One of my colleagues recorded the moment when they announced my name, and you would hear the entire room going wild. Since I received the title yesterday, my phone hasn’t stopped ringing. I’ve been overwhelmed with so many confirmations that I deserve the title. Many said they expected nothing less, which makes me feel truly blessed to have such a sincere support base.

My mom and sister-in-law joined me on the day and when we arrived home it was such a heart warming moment. My mom shouted out of the car to my husband “we are the winners”. My husband had the champagne ready and my dad and brother with his children joined us as well. We celebrated until late that evening and we had to share every detail of the event. My mom and dad were in tears and honestly, I owe it all to my parents for making me who I am today. Their support means everything to me.

PAFSA: You are now going to be the head of the PAOTY tribe and do a project to present next year for the benefit of the profession. How do you see yourself as the leader?
SR: I lead by example, with integrity, kindness and a deep sense of responsibility. I believe in empowering others where people feel valued and supported. Furthermore, as a PA, leadership often entails being proactive, taking initiative and anticipating needs before they arise. I am walking with my tribe members next to me not behind me.

PAFSA: Where would like to see this profession in 5 years’ time?
SR: This profession needs to be recognised as a respected, ever growing and essential profession which cannot be replaced by AI. The role of a PA is essential to the success of a company, and I believe it’s time that it is reflected as such in every company and across all sectors of the economy.

It is my hope that, not only in South Africa, but worldwide companies acknowledge and experience this profession as key and a strategic part of any organisation’s success. PAs are key drivers of efficiency, coordination and leadership support.

PAFSA: What inspirational message would you like to give your peers in SA?
SR:
Never give up and always let your light shine. Be kind to others, but also remember to be good to yourself. As personal assistants, our role is to support and assist and embrace change, but we must continuously strive for self-improvement and growth.

PAFSA….and personally speaking, what goals do you have?
SR:
As the PA of the year for SA my personal goals for the future of the profession are:

1. Elevate the profession. I want to advocate for personal assistants to be seen as strategic partners and key players in an organisation.

2. To inspire others to embrace innovation and continuously develop their skills.

3. I want to use this platform to motivate and uplift other PA’s, by encouraging them to grow in their careers and to be the best version of themselves.

4. I want to remind my peers that while our role is to assist, our well-being and personal development are just as important.

These goals reflect my vision to encourage PAs to lead the change as leaders supporting but also influencing positive change within their organisation.