Introduction
Visibility is not the goal. Being understood is.
This week, we secured a live, in-studio interview for our client PAAQ on Kaya FM, one of South Africa’s most influential talk radio platforms, known for its engaged, economically active audience.
The interview featured PAAQ’s CEO, Olusegun Adeleke, in a leadership and career profile segment, broadcast from the Kaya FM studios in Rosebank.
This was not accidental exposure. It was intentional positioning.
The Brief
PAAQ is building an African platform that connects users to verified experts through one-on-one video sessions. In a digital economy saturated with information, it addresses a sharper question. What is trusted expertise worth, and who is willing to pay for it directly?
The objective was clear.
Position the CEO not just as a founder, but as a credible voice in the future of work, expertise, and value exchange.
The Approach
Media does not respond to noise. It responds to clarity.
We worked closely with the PAAQ team to refine the narrative, sharpen its relevance, and align the conversation with what matters to both the audience and the platform. This included:
- Anchoring the discussion in real shifts in how professionals earn and build authority
- Framing PAAQ within broader economic and behavioural trends
- Preparing the CEO to articulate both the vision and the lived reality behind the platform
From there, we secured the opportunity and managed the engagement through to broadcast.
Olusegun Adeleke is a technology entrepreneur focused on improving access to professional advisory support across emerging markets. Through PAAQ, he is working to create structured pathways for entrepreneurs and professionals to exchange knowledge, access guidance and make more informed growth decisions in increasingly complex business environments.
The Outcome
A live, prime-time interview on Kaya FM, where Olusegun Adeleke shared:
- The journey behind building PAAQ
- The realities of launching a social platform in a world shaped by Big Tech
- Why access to credible, verified experts is becoming a differentiator
- What it takes to monetise knowledge in a way that is both scalable and trusted
This is where the narrative shifted. From “another app” to a platform responding to a real market need.
Why This Placement Matters
Media features are often treated as milestones. We treat them as instruments.
Kaya FM is not a passive platform. It is a space where ideas are tested, challenged, and understood by decision-makers, professionals, and entrepreneurs.
Positioning PAAQ in this environment does two things:
- It establishes the CEO as a credible voice in conversations about the future of expertise
- It situates the platform within broader economic and technological shifts
That is how perception is shaped.
Gugulethu Mfuphi is a respected South African broadcaster, financial journalist, and radio presenter known for her work in business and economic reporting. She is widely recognised for hosting current affairs and financial programmes on platforms like Kaya FM, where she engages leaders, entrepreneurs, and policymakers on issues shaping the economy and the future of work.
The Work Behind the Outcome
At Positioning Partners, we do not pursue media for exposure. We pursue it for alignment.
Alignment between message, platform, and audience is what turns a single interview into something that builds trust, sharpens positioning, and opens doors.
Listen to the Full Interview
The conversation, multi-award-winning broadcast, Gugulethu Mfuphi, and PAAQ CEO, Olusegun Adeleke, is now live, listen to it below.
