From avoiding PR to thriving in it, Anuoluwapo Jide Olanrewaju’s journey is a powerful reminder that the most unexpected paths can lead to purpose. In this week’s Comms Spotlight feature, she shares how she transitioned into Communications, the key turning points in her career, and the mentors who shaped her growth. Her story is honest, insightful and filled with practical lessons for aspiring professionals.
How did you begin your career in Communications?
Building a career in PR and Communications was never my original intention. In fact, I disliked PR when I was younger because I found it dull and certainly never pictured myself in the field. Growing up, I aspired to be a “TV girl”, the one presenting the news or hosting a current affairs programme, whether locally or internationally.
That dream was so deeply embedded in me that it influenced my academic choices. I ensured I specialised in broadcast journalism for both my bachelor’s and master’s degrees, with the goal of breaking into the media industry.
After graduation, I worked across TV, radio, fashion, and entertainment until 2020, when I lost my job due to the impact of the COVID-19 pandemic. It was a challenging time for everyone, especially those in media and entertainment.
The following year, I came across an opening for a Client Service/Media Executive role at a PR firm and decided to apply. The interview was quite rocky and I even told myself, “Maybe this isn’t for me”. The CEO mentioned I was a “greenhorn” and doubted I would catch up, as they weren’t looking to train anyone from scratch.
However, the HR Manager saw potential in me and persuaded the CEO to give me a chance. The rest, as they say, is history. I worked hard, learnt quickly, and within a few months, I progressed into a more senior role as PR and Communications Manager at a start-up. In my 8+ years of combined professional experience, I have worked across finance, capital markets, FMCG, aviation, and film, driving both internal and external communications to support the strategic goals of the brands I’ve served.
Looking back, I’m immensely grateful for the growth I’ve experienced. I never imagined myself on this path, but I’ve come to learn that life often leads us down unexpected yet rewarding roads. PR has turned out to be a dynamic and fulfilling career, and I wouldn’t trade the lessons I’ve learnt for anything.
Can you tell us what you do as the Communications Director at Phenom Communications?
As Communications Director at Phenom Communications, I am responsible for overseeing all PR and communications efforts—both internally and for our wide-ranging, high-profile clientele. Phenom Communications is a Strategy, Brand Development, and Public Relations firm serving leading corporate brands, luxury and lifestyle businesses, and the public sector.
Internally, I focus on driving local expansion in line with our strategic business objectives. Externally, I lead the communications, media, and design teams, ensuring we consistently deliver on our promises to clients and affiliated brands such as Future of Business (FOB), Aviation Advocacy (AVAD), and Tourist Culture (TC). My role ensures that each brand’s unique communication needs are met with excellence and professionalism.
Beyond my core responsibilities, I take great pride in mentoring our teams, offering guidance, and supporting their professional development. I believe in empowering individuals to grow in their roles, nurturing talent, and fostering a culture where people are motivated to thrive. Witnessing the growth of team members and playing a part in their success is incredibly rewarding.
Can you share some highlights from your career journey so far?
I’ve had several key highlights in my career. One of the most memorable was developing an internal campaign for staff returning to the office after 812 days of remote working due to the COVID-19 pandemic.
It was my first week as Media and Internal Communications Analyst at the Nigerian Exchange Group (NGX), and my then-manager assigned the project to me. It was initially daunting, as I had to create separate plans for the Group and its three subsidiaries, all on a streamlined budget.
The goal was to make staff excited about returning to work. From teaser messages to office signage and the event line-up for the big day, the team, HR, and I worked together to bring it to life. The feedback was overwhelmingly positive. Staff were energised, and we received commendations from senior management. It truly felt like mission accomplished.
Another major highlight came shortly after I joined Phenom Communications. I was tasked with creating a new content strategy for a client in the aviation sector. It was a challenging brief because aviation and tourism content is typically budget-intensive, but we had limited resources.
I had to think beyond the box. Working with my team, we developed a fresh content pipeline that stayed true to the brand’s voice and business goals. Our approach significantly increased engagement across all managed social media platforms.
Tell us about some of the mentors or senior professionals who have significantly impacted your career. How did they help or impact you? What lessons did they teach you?
My first experience with mentorship began at church. Mr Lucky Ihanza, Editor of the Press and Publicity Unit, played a pivotal role in my early development. Under his guidance, I learnt the fundamentals of PR and Communications—from proofreading and scripting to strategic planning. His mentorship laid the groundwork for everything that followed.
At Precise Platform, I learnt account planning, management, and pitch deck creation from Dipo Osho and Bolaji Okusaga. From Clifford Akpolo, I gained a deep understanding of stakeholder management and collaboration with cross-functional teams. My current CEO, Teresa Aligbe, has had a profound impact on my leadership development. From her, I’ve learnt the value of excellence, attention to detail, and strong project management.
Whenever I face a challenge, I often ask myself: “What would Teresa do? What would Clifford do?” That’s how impactful mentorship has been for me. Great mentors are like fairy godparents—they don’t just show up with answers; they stay, support, and guide you through the highs and lows. Their presence is truly invaluable.
What areas of expertise have you prioritised developing throughout your career, and why?
I’d answer this in two parts, the technical (hard) skills and soft skills.
On the technical side, I’m deeply passionate about storytelling in PR. I understand the immense power of storytelling—how a poorly told story can harm a brand, and how a well-crafted narrative can elevate it. Storytelling continues to be a key PR trend year after year, and for good reason. I’m always exploring ways to improve this skill through courses, case studies, and real-world project execution.
In terms of soft skills, I focus on leadership and team building. Having seen both good and bad leadership in action, I am intentional about the kind of leader I aspire to be. I want my leadership to inspire young professionals, encouraging them to strive for excellence. My goal is to cultivate high-performing teams capable of delivering outstanding results with minimal supervision.
What advice would you give to your younger professional self?
Most young professionals begin their careers filled with uncertainty, unsure of whether they’re on the right path, especially without a mentor to guide them. I know that feeling all too well. I used to worry endlessly about my future, questioning my choices and fearing failure to the point of overwhelm.
Looking back, I would tell my younger self: It will all make sense. I’d tell her to breathe, to trust the process, and to know that the puzzle pieces will eventually fall into place. And most importantly, I’d tell her to do it afraid—to move forward even when uncertain, because courage often grows from discomfort.
