PR goes digital: Local platform challenges old industry norms
South African entrepreneurs no longer have to rely on traditional PR agencies to get noticed.
A new app is letting small businesses, influencers, and startups secure media coverage and branding opportunities directly from their phones.
The Nabob App, developed in Johannesburg, is trying to flip the traditional PR model on its head by offering instant access to publicity packages, media placements, and influencer collaborations — all from a smartphone.
In an industry known for gatekeeping and high retainers, the app, in a statement, said it promised to make professional PR fast and accessible.
Marketing analysts said the platform could mark a turning point for SA’s media and branding scene, as more local creators and small businesses demand control over how they tell their stories.
With social media now driving consumer engagement, tools that blend affordability with digital agility are rapidly gaining traction.
At the centre of it all is Zareef Minty, Sandton-based founder of Nabob Media, who describes the app as “a one-stop shop for PR and marketing that makes people and brands unmissable”.
Minty said he created Nabob after noticing how many South Africans and African brands had powerful stories that weren’t reaching the right audiences.
“The app bridges that gap,” he said.
“It’s about accessibility, affordability, and speed — something no traditional agency offers.”
He said users can log in, select a PR or branding package, and start appearing in media outlets within days.
“We’re giving everyone a seat at the table,” Minty said.
“Entrepreneurs, influencers, and small businesses can now compete on the same level as global brands.”
On measuring success, Minty is straightforward: “We look at reach, engagement, and growth. If your brand is being seen, talked about, and remembered, we’ve done our job.”
IOL Business