Public relations as a profession comprises many aspects; corporate & brand communications, crisis communications, media relations, stakeholder management, community relations, event management et al. In its totality PR focuses on cultivating relationships and being at the center of reputation management. In recent times the industry has gotten a major boost with the activities of disruptive agencies.
Quintessential PR practitioners understand how to structure targeted communications plans that focus on the positive actions organizations take that could garner them goodwill. These practitioners are versatile and know they require several tactics to engage with people and brands. In Nigeria, AT3 Resources Limited is one of the emerging game changers in the Public relations space. Since inception they have been on a growth trajectory; still considered to be young with just a year and half in operations they have been privileged to manage many interesting communications and event briefs for global and local companies in Nigeria. Their giant strides show that it is not about how many years you have been in existence but about expertise and professionalism. Their core competencies include reputation management, communications strategy and planning, event conception, planning and management, media interventions and relations. The agency on its website states: ‘Having traversed the corporate landscape for over two decades initiating, nurturing and sustaining relationships across multiple industries our partners took a leap of faith. We knew we had the skills, creative edge and experience to deliver but we also knew that wasn’t enough! We concluded based on past experiences, we will only promise what we can deliver and have the courage to turn down what we cannot! This is why our promises mean the world to us. If you value promises, you will enjoy working with us.
The agency describes its approach to work in three words – Research, Activate, and Assess while its core values are Bold, Curious, Creative and Integrous. Their workforce comprises a dedicated team of consultants that operate within specialist areas but combine in-depth knowledge of the local market with deep insights to deliver the required support to clients. Their multidisciplinary team have a cumulative experience of over four decades advising the largest local and global institutions in the past and present. These include Coca-Cola, Procter and Gamble and Phillip Morris in FMCG, Etisalat in Telecommunications, British Airways in Aviation, OLAM & Crown Flour Mills in Agribusiness, Swift Networks, Microsoft, Nokia & Dell in Technology as well as Radisson Blu in hospitality and many more. They have also recently handled some remarkable event projects for Radisson Blu, SOS Childrens Villages, Oba Sikiru Adetona Annual Lecture and others too numerous to mention.
According to the Founder/CEO, Tosin Adefeko, public relations is a continuous process with the main objective of managing reputation through communication. She states ‘as a communication enthusiast I gravitated towards a career in journalism/media, so even though i spent my early career in the banking sector managing retail and commercial banking clients I quickly retraced my steps to the industry when I had a chance.’ After a 2 year sojourn in the United Kingdom retraining in Marketing & Communications, she had a stint with a lifestyle magazine, thereafter spent a couple of years at a 24hr News station before joining the then Quadrant company as Head of Client Services. She led a team of consultants to deliver on brand building, reputation management and crisis management briefs for multinational and local conglomerates. After many years of steering the client service team she was appointed Chief Operating Officer of The QuadrantMsl group before her exit. She considers the opportunity to work under the tutelage of Mr. Biodun Shobanjo as a privilege and she still refers to him as her greatest mentor. He also inadvertently became the inspiration behind setting up AT3 Resources Limited.
Through a dint of hardwork and tenacity AT3 resources has been able to attract many clients; Adefeko disclosed, i am first to admit it has not been a walk in the park but with grit, determination and an entrepreneurial mind-set AT3 Resources is making progress in leaps and bounds. We have most recently clinched the retained account of a multinational business and we are nothing short of ecstatic. In Mahatma Gandhi’s words ‘The future depends on what we do in the present’ so for us it’s less talk, more work.