Tolulope Olorundero, public relations consultant and founder of Nigerian Women in PR & Mosron Communications
Tolulope Olorundero, communications entrepreneur and founder of PRWF Global and Mosron Communications, has launched an annual cash prize to support young female founders of public relations agencies and consultancies in Nigeria.
The Tolucomms Prize for Tenacity will be open to female PR agency or consultancy founders and owners aged 35 or younger who have built their businesses through innovation, resilience and the use of digital platforms.
Olorundero said the initiative was inspired by her experience building a communications business and the challenges that come with entrepreneurship.
“Building a communications business is often a lonely journey, particularly in the early years,” she said.
“There were times when I had to navigate uncertainty, limited resources and the pressure that comes with trying to build something sustainable. Like many entrepreneurs, there were moments when the road ahead was not always clear.”
According to Olorundero, her experience has also exposed her to women in public relations facing similar challenges, including difficulties securing clients and growing their businesses.
“Some are trying to secure clients, some are struggling with growth, and some are simply trying to stay the course long enough to see their efforts pay off,” she said.
She said the prize was created to encourage women who may be struggling to sustain their businesses.
“My aim is to reach a young woman who may be quietly struggling to keep her business going, and who may be considering giving up, and to give her a reason to continue,” Olorundero said.
The annual prize will recognise a female founder who has demonstrated determination in growing her agency or consultancy while using digital platforms to build visibility, credibility and business opportunities.
The winner will be selected by an independent panel comprising the president and vice president of Nigerian Women in PR, a representative of The Comms Avenue and representatives of Brand Communicator.
The prize will be presented annually at the Women in Marketing and Communications Conference and Awards (WIMCA).
Olorundero said the initiative was intended to provide practical support to emerging founders beyond recognition.
“The public relations industry has several excellent recognition platforms, but there is still room for initiatives that directly support emerging founders,” she said.
According to her, Tolucomms Prize for Tenacity is not only a recognition award. It is an intervention. It is a statement that resilience matters, that entrepreneurship deserves encouragement, and that women building communications businesses should know that their efforts are seen and valued.
The prize is expected to become the first dedicated cash award in Nigeria’s public relations industry focused specifically on female agency and consultancy founders.
The initiative is one of three legacy projects Olorundero is launching to mark her 40th birthday.
