How To Build a Successful PR Business While Being Your Authentic Self

Ariatu PR founder, Ronke Lawal, was recently interviewed by Antonette Oloo for her podcast channel “She Owns Success” in which Ronke spoke about her PR business journey and the lessons that she has learnt along the way. The interview was a great opportunity to take stock and also to share some of the very real challenges and breakthroughs of building a business.  Listen to the episode here:

How To Build a Successful PR Business While Being Your Authentic Self



Meet The Start Up Entrepreneur Using Tech To Disrupt Gender, Racial and Disability Bias in The Workplace

PRESS RELEASE

Meet The Start Up Entrepreneur Using Tech To Disrupt Gender, Racial and Disability Bias in The Workplace

 “Nobody should have to work twice as hard to achieve half as much!”

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The Equal Group was founded by Mayokun ‘Mac’ Alonge in 2018 who has spent the last 10 years working for large multinational companies as well as smaller niche consultancies, primarily focused on market regulation and business strategy within the energy and utilities markets. Throughout Mayokun’s career he has observed a number of disparities in the selection and treatment of people from ‘atypical’ demographics within the workplace, with limited solutions being proposed to tackle the very real problem of discrimination and bias. Having worked extensively on cross market initiatives, such as smart metering working groups and industry governance groups, Mayokun has observed first-hand the limited representation and participation across the energy and utilities sectors. This inspired him to launch The Equal Group to make an impact across industries in the UK.

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The Equal Group exists to resolve issues of bias within areas of employment primarily (including but not limited to) gender, race and disability. The company was born out of a frustration with the mechanisms within the work environment that allow elements of prejudice to remain and to some extent flourish – this has been made manifest in a lack of innovation in removing bias.  Tech is improving globally and across all sectors, but the issue of bias remains unresolved at both a policy and operational level. The Equal Groups seeks to harness the power of tech in addition to providing consultancy services to help clients truly get to grips with their diversity and inclusion problems.

 

“I’m exhausted at the prospect of continuing to tell people of colour, women and those with disabilities that they have to work twice as hard to achieve half as much. The notion and rhetoric is unsustainable. I want to eradicate the prospect of there being any more ‘first woman / first person of colour / first disabled person to [insert normal achievement]”. I will continue to work towards making justice and equality the norm and ensuring that we leave a positive legacy for the next generation.” - Mayokun ‘Mac’ Alonge, Founder of The Equal Group.

 

In today's world, we often hear a lot being said about diversity and inclusion, with many seeming to promote the idea of diverse and inclusive workplaces, without making any tangible strides beyond rhetoric. Recent years have seen a plethora of scandals crop up in the media, a large proportion of which can be directly or indirectly attributed to a lack of diversity throughout all levels of corporate, political and social life. The impacts of a lack of diversity at the upper levels of society and politics can be seen in a number of recent scandals, including, but by no means limited to the #MeToo Movement, Anti-Semitism and Racism in Politics and General corporate failings.  With these and other cases, there is a clear need for greater levels of diversity at strategic and decision-making levels. Not tokenistic diversity, that considers only arbitrary proxies, but true diversity which includes those with different life experiences and heritages. So what is the answer?  The Equal Group is the key to unlocking the solution using the provision of diversity and inclusion systems, consultancy and industry advocacy. 

Mayokun is an experienced and respected business consultant with a passion for projects related to issues of equality, diversity and justice. With the Equal Group, Mayokun is set to disrupt the diversity and inclusion discussion in the UK.

 

For interviews and guest articles

Ronke Lawal

Info@ariatupr.com

www.theequalgroup.com

Images to download: https://www.dropbox.com/sh/6eo4af1u27y2f72/AABWqL6FkUJGsptm8E8eWEZUa?dl=0

  

Notes to editor

73% of employers say diversity encourages creative and innovative thinking[1]

52% of employers do not ask recruitment consultancies to provide a diverse shortlist[2]

Research in the US indicated that a CEO at a top company was more likely to be named David or John, than be a woman[3]

86% of top energy companies in the UK have no female executive directors[4]

Just 2.1% of managers within the energy industry in the UK are BAME[5]

 

The Equal Group has established an offering that combines tech and consulting to help clients get to grips with their diversity issues in a way that is effective, sustainable and aligns with their strategic objectives. In addition to the consultancy and tech platforms, the Equal Group provides thought leadership and facilitates industry working groups, that aimd to resolve specific issues that affect all parties within an industry, such as a lack of diversity within the pool of potential candidates. The Equal Group have set their immediate sights on the energy industry, which has a huge diversity issue cutting right across the supply chain.

[1] Robert Walters – Diversity in Recruitment: https://www.robertwalters.co.uk/content/dam/robert-walters/country/united-kingdom/files/whitepapers/Diversity-In-Recruitment-Whitepaper-web.pdf

[2] Ibid.

[3] New York Times – Glass Ceiling Index: https://www.nytimes.com/2015/03/03/upshot/fewer-women-run-big-companies-than-men-named-john.html?_r=0&abt=0002&abg=0

[4] Board Seats in the Top 80 Energy Companies: http://powerfulwomen.org.uk/

[5] Increasing BAME Representation in STEM: https://race.bitc.org.uk/tools-impact-stories/ethnicity-and-stem-sector

How Much Should You Pay Influencers?

Working with influencers has become an important part of the PR and branding building mix. By working with influencers brands can reach audiences that traditional advertising, PR and marketing campaigns might miss and the ROI can be very beneficial. Influencers very often have a captive audience, their followers have become their digital tribe and so whatever they showcase, discuss, comment on draws the attention of their followers. Influencer marketing therefore has become big business; in the UK alone “one in four Brits has bought a product as a direct result of social influencer recommendations – but 42% called for content creators and influencers to curb the fake news and offensive opinions” according to research from Golin (2018). This highlights the need for transparency from influencers and brands as advertising regulations stipulate that all paid for content should be made clear. If you are willing to pay for content creation the question that often arises, particularly for small brands, is how much they should pay for influencer marketing.  Brands are not always sure how much they should be paying or if they should be paying in the first place.

A few things to keep in mind as you watch this video:

  • Be clear on the audience you want to attract by working with an influencer of any size.

  • Always do your research and due diligence on them – do not get caught up in the follower count of an influencer.

  • Build a relationship with the influencers that you want to work with

  • Be respectful of an influencer’s platform – they cannot be dictated to.

This video will give you some key tips that you should keep in mind when building relationships with influencers. Watch and share your thoughts.

This infographic is a useful tool in understand the value of influencer marketing and includes some useful points to pay attention to including follower count vs engagement.

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