Peter Unsworth
From the Desk of the Managing Director ...

The team is headed up by Peter Unsworth who hails from both a showbiz and hospitality background. “It’s all about honest business relationships and the key to assessing any company is the repeat business attained over the years.

Representing clients with a hands-on approach through a personalised service is the way we enjoy working.”

Although representing clients, it is our professional duty to provide the media with factual and newsworthy editorials.


From treading the boards in ballet and dance performances around the world to trapping through the bush and negotiating the minefield of media in Southern Africa – that’s publicist, Peter Unsworth, director and founder of The P.R Team.

Unsworth’s Cape Town-based collective is a creative force which has gained a reputation for not only putting local lodges, resorts and hotels on the international tourist map, but for also keeping a list of professionals in celebrity focus. Diverse is a word which encapsulates The P.R Team’s client list, and pretty much sums up the many and varied talents of its hands-on founder.

Given the fact that his working life began as a dancer, promoting the Big Five is a far cry from assuming Fifth Position! Unsworth’s own response to the dramatic turns in his career path is a rhetorical, “Who would have thought…!” Of course, his formative Lancashire accent is somewhat flavoured these days with a cosmopolitan collection of phrases and tones assimilated on his world travels and through living in the transforming and multilingual South Africa for the past 12 years. Unsworth’s colourful communications receive added flavour through the fact that he also has a “working knowledge” of several European languages. “Some days I wake up in Spanish and have to translate my thoughts until at least after two cups of coffee,” he says.

But given Unsworth’s philosophy of “Expect the unexpected, and always be pleasantly surprised” (one which he applies to his work), the change from ballet pumps to bush boots is for him all part of life’s fabulous journey. Unsworth loves what he does for a living and is happy to live the life to ensure a win-win situation for both his clients and the media. “The recipe behind a good organisation is truly understanding your client’s needs, delivering a quality product, working as a team and executing a 24-hour response - these are the hallmarks for success,” states Unsworth.

Born and educated in England, he gained entry in 1985 to the renowned Northern Ballet School in Manchester where he underwent a three-year training course in Performing Arts. In 1988 he began his professional dance career and worked on the international theatre circuit in some of the most famous theatres in the world. On reaching the level of Principal Dancer, Dance Captain, Choreographer and Company Manager, Unsworth became more involved with the administration and logistics side of the business.

Having gained all the experience he could in the performing arts he returned to college in 1995 and came out the other side with a Distinction in Public Relations through Damelin College, South Africa.

With both experience and a qualification, Sun International appointed him Resort Public Relations Officer for the Sun City Resort in 1996. During his time with Sun International Unsworth co-ordinated visits by Michael Jackson, Gloria Estefan, Tina Turner, Jackie Chan, to name just a few of the international stars, as well as dignitaries and government officials, and translated for the international tourism trade while on educational visits.

After achieving all that was planned at Sun International, Unsworth was asked to consult for and market luxury lodges and safaris in Zambia. Upon completing the marketing drive, he relocated to Cape Town and established The P.R Team which would have the ability to link local companies with the international market.

Over the years, The P.R Team has – and continues to - represent a diverse client mix such as: South African/American T.V celebrity and producer Michelle Garforth, Miss S.A 1995 - Bernelee Daniell, a United Nations Ambassador, American and Parisian television producers; hotel groups; lodges; game reserves, wine estates; Supermodels and Hollywood actors, such as Patrick Swayze, Brett Shuttleworth; Government Trade Fairs; wellness clinics; financial institutions; a United States-based immigration attorney and start-up businesses.

Perhaps a perfect accolade for Unsworth (and an indication of his standing in the media world) should come from a writer and scout for the FODORS Guidebook, the king of travel guidebooks for the American market. In her report, the writer spoke of "Sunshine Pete" and said that he was “a true professional” who “knew what he was doing” and “an asset” to the Private Game Reserve she had been sent to star-rate.

Bridging the gap in communication!