“Publicists play a vital role within the media world as they manage the personality’s image as a public figure. They maintain/protect their client’s image. Publicists brand their clients by getting magazine, TV, newspaper, and website coverage. – Sibahle Ngcobo.
Sibahle Ngcobo has been in the PR space for a number of years, under major companies such as 5fm and SABC 3. However, equally exciting is that she has established her own company Pears Communications where her clients include the incredible trailblazer, Amazulu FC CEO Sinenjabulo Zungu. The rapid growth of her company is evident that Sibahle has a knack for PR.
“I was born into it… my Father and his relatives were football administrators, amongst a number of different businesses (he was part owner of a football team and loved Moroka Swallow FC. We have Swallow FC memorabilia all over the house. He was also into entertainment, he worked for Penguin Films.
Whenever her mother used to go for recordings at the Durban SABC studios, she would spend Saturdays sitting in the lobby. “I guess that’s where it all started for me, I always wanted to know what was happening behind those doors that we weren’t allowed to go through?”
Those encounters and that curiosity birthed a Publicist that has a great understanding and passion for building brands. Ngcobo had a chat with Lonwabo Nkohla.
You are the perfect expert to ask this seemingly simple question: PR Agent/Officer, exactly what does this role entail? It’s been a buzz acronym for at least the past 10yrs.
Oh thank-you, I am humbled. I love to call myself a “Publicist” rather PR Agent. Hehehehe. A publicist is one who manages their clients’ public relations (PR) image. They act as a media liaison and often as a social media strategist.
Publicists play a vital role within the media world as they manage the personality’s image as a public figure. They maintain/protect their client’s image. Publicists brand their clients by getting magazine, TV, newspaper, and website coverage.
A publicist brings attention to what makes you special and what makes you stand out not to make you special.
We’re gradually moving from traditional, easy to explain professional roles and I think you’re one of the examples of that. You’ve got extensive experience in Public Relations, Project Managements and Marketing, how does Sibahle introduce herself professionally?
I’m a firm believer in “get with the programme” you need to be able to adapt and to fine tune at all times. Speak less, do more, let your actions speak for you. I always allow my work the opportunity to introduce me…
Looking at your journey it seems you were destined to go the sponsorship/marketing/PR route – what is it about this space that attracted you?
I was born into it… my Father and his relatives were football administrators, amongst a number of different businesses (he was part owner of a football team and loved Moroka Swallow FC. We have Swallow FC memorabilia all over the house. He was also into entertainment, he worked for Penguin Films, he was in the original Deliwe.
Whenever she would go for recordings at the Durban SABC studios, my brother and I would spend Saturdays sitting in the Lobby. I guess that’s where it all started for me, I always wanted to know what was happening behind those doors that we weren’t allowed to go through?
Being told of my father’s fascinating lifestyle fascinated me so much that I wanted to be part of this world. When I found out about journalism, I knew that’s what I had to do. But I also wanted to do law, sadly back then, the country didn’t have entertainment/sports law for blacks and my mother only knew that journalists went to war stricken zones then I found out about PR, I hid from her that I could become a journalist by doing PR. Sadly after matric, she registered me into Travel & Tourism because I refused to do anything outside of media.
When I started working and earning my own money, I paid for my studies and did my passion, PR. When I had that certificate, those doors started opening up for me and have never looked back!
You work with both men and women – do you find that getting the ladies exposure is still a little tougher than the guys?
Not at all! Media love female stories and male stories alike. There’s definitely no segregation in media, journalists are so open to a good story it makes life pleasant and truly humbling.
Talk to us about Black and female representation in your field.
It’s extremely minimal, purely because of the lack of exposure and even more so because of the understanding that the money is not huge. People do things for the money, in this space and you honestly have to do it for the love, the passion and for the people, more than securing the bag.
However! The lifestyle is the cherry on top! Yes it’s as glamorous as you see it, but you are behind the brand and that is hardly as glamorous, after all, it’s not about you, but about the brand you’re representing!
Again, this is an industry that everyone knows but almost nobody can really breakdown. To help us in this regard, what does your typical day in your role look like.
It’s a 24hr day, 7 days a week, 365 days a year, 52 weeks a year!
You truly need to do it for the love and because you are passionate as there’s no rest. Most importantly, do it because you want to see the client win more than yourself. If you go into it wanting to be the one who’s famous, who wins more than the client, you’ll be sadly disappointed and exposed VERY fast.
It’s a selfless act of kindness career, it’s definitely a calling! Extremely rewarding to the soul and endless fun. The gratitude for me is seeing the final product come to life for the public to view.
You also need to know how to stay embargoed, sometimes I stay in that position even when you can talk about it – hehehehe.
How has the advent of social media impacted your work, both negatively and positively?
Personally am not a huge fan of social media, numbers may be there, but it doesn’t necessarily mean those numbers are true and will generate the income you’re looking to achieve.
I feel social media is purely for copying and pasting but mostly keeping up with the Jones or is the Kardashians these days??? But it doesn’t guarantee you the ROI you’re hoping to achieve.
Call me old school/traditional??? But followers mean NOTHING, but numbers. However, it’s perfect for instant notifications and spreading the word, fast connectivity.
What are your thoughts on the current state of sponsorship in women’s sport?
It’s sad, extremely heart-breaking to be precise.
Personally I think it’s more, “state of sponsorship in sporting codes”. Sadly our beloved football is the not so loved poor rich cousin.
What I’ve sadly come to realize is, it has nothing to do with gender, but sporting codes… so long as you’re in an environment that was previously, still is disadvantaged, you’ll DEFINITELY find hindrances. “It don’t matter” the gender, after 27yrs of democracy, football still suffers the most segregation.
Personally I do my best to go knocking at those doors and I DO NOT give-up even after the rejection. Yes I have had clients who’ve said let’s walk away from certain places, I’ve said NO, cause I find it extremely disrespectful that some brands disregard football and the ballers as much as they do. Yet they’ll gladly give a baller outside of SA better respect than our locals. It’s truly despicable and the most disrespectful thing. What brands also do is, they will only give respect to players who are in certain teams. Once they leave those teams, they will not consider those players. Which is so sad and extremely narrow-minded… but we’re working at bringing down those generational curses in sports.
Brands need to come to realize that this hinders the progress of our economy and definitely stunts generational wealth.
What can women in sport do to position themselves in a way that makes them attractive to brands?
They must continue to do what they are doing and the brands must change their rose tented lenses. Personally, it’s not about the individuals, it’s about the brands being accommodating and inclusive rather than exclusive.
Brand managers need to do it because they’re doing it for the brand more than for personal gains.
We’ve just had our matric class of 2022 receive their results, some may be thinking of being in your role or similar someday, what route, studies wise would you advise someone take.
I always get girls wanting to be in this field, firstly, they need to be realistic, it’s not as Glamorous for you as an individual.
Secondly, they need to know, they’re not the talent, but they are a steward and they need to know, understand and respect their position.
Lastly (or maybe) firstly, they should always be humble and treat the personality/talent with utmost respect and humility and NEVER be a groupie!!!! NEVER!!!
Study PR/Journalism, love to read and your writing skills and vocabulary will improve. A creative mind is key!!! Do not limit your thinking, to others you may seem like a true dreamer, but always know you first have to dream it then believe in it, for it to become a reality!
Tells us about your baby Pears Communications.
Oh where do I even begin?! What was merely a dream almost decade ago, because of too much binge watching Keeping Up with the Kardashians, being inspired by Kris Jenner, has now become this fully grown powerhouse, magnetic adult in a blink of an eye.
This would honestly not have come to life and developed to this magnitude that it has, at the pace that it has, had it not being for someone I hold close and dear to my heart.
The way everything has just fallen into place, I am truly humbled and I pray for Pears Comms to have staying power in our society and the world at large.
All the personalities I work with have all said to me separately, “you are not working for me, Sibahle! You’re working with me!” that makes it easier, simpler and it doesn’t feel like a job.
What is the big dream for Sibahle and your company?
To be able to provide quintessential professional individual services and to be hands on no matter how big the brand gets.
To break barriers and ensure to deliver the best service to both internal and external clients. The aim is to stay as small as possible but be bigger than a tsunami, be as impact full as possible, leaving permanent footprint where we’ve passed!
I aim for good quality (personal) brands to reach proportional great brands on an international platform, ensuring they create a memorable mark wherever their brand passes!
Quality over QUANTITY!!!
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