This week’s Comms Spotlight is taking us to the world of Tech PR. Tobi Alaka doesn’t just work in Tech PR, she’s passionate about it. After exploring the background in Digital Marketing, Sales and Business Development, she finally settled into a career in Communications. Currently, Tobi works as the Corporate Communications Manager at Zone. She is also the Founder of Empowher, a platform to support and inspire women to thrive in their careers, finances, and personal development. In her interview with us, she talks about her newly released guide to help professionals successfully thrive in Tech PR and some of her career highlights.
How did you begin your career journey in Communications?
My career journey in Communications has been an exciting adventure! I often say I’m one of the lucky ones who’s been able to build a career closely tied to what I studied in university – Mass Communication. It’s been a full-circle experience.
I started on the agency side as a Brand Strategist and Client Management Executive, learning to bring ideas to life and help brands tell their stories. Then, I took a bold step and pivoted into Sales and Business Development, still within the agency space, but now focused on Digital Marketing. This phase gave me a deeper understanding of building relationships and delivering results.
But Communications has always been my first love. I found my way back, this time on the client side, working in the financial services industry where I helped shape narratives and amplify voices in a high-stakes, fast-paced environment. Today, I’m proud to bring all those experiences to the B2B Tech space, where I get to combine strategy, storytelling, and innovation to make a real impact.
Looking back, every twist and turn in my career has prepared me for where I am now—and I wouldn’t trade the journey for anything!
Tell us about your roles as Corporate Communications Manager at Zone and Founder at Empowher?
As the Corporate Communications Manager at Zone, I wear multiple hats, all centered around telling compelling stories and shaping impactful narratives. Zone is Africa’s first regulated blockchain network and a leading payment infrastructure company, and my role involves strategically managing how the world sees us.
From crafting narratives that spotlight our pioneering work in decentralised payments to driving awareness of our partnerships with top banks and fintechs, I ensure that our message resonates with our stakeholders—whether they’re financial institutions, regulators, talent or tech enthusiasts. It’s a dynamic role that demands creativity, agility, and strategic thinking, and I love every moment of it even though I might be stretched many times, which can be uncomfortable but neccesary.
On the other hand, Empowher is my passion project. I founded this platform to support and inspire women to thrive in their careers, finances, and personal development. Through webinars, content, and workshop, we provide and want to continue to provide a community and safe space where women can network, learn, and grow together.
Balancing these two roles has been an incredible journey. At Zone, I get to work on big-picture strategies that push the boundaries of what’s possible in payment infrastructure. At Empowher, I channel my personal experiences and passion into empowering women to believe in themselves and take bold steps toward their dreams. Both roles fuel my purpose, and I’m grateful for the opportunity to make an impact in these spaces.
Tell us about some career highlights you’ve enjoyed over the course of your career?
Over the course of my career, I’ve been fortunate to work on some truly rewarding and impactful projects that have shaped my professional journey. One of the highlights from my previous role at CRC Credit Bureau was single-handedly revamping the branding and corporate communications unit. As a one-person team, I was able to transform our social media presence organically, significantly increasing engagement and visibility.
I also conceptualised and launched the CSR project, ‘You and Credit,’ aimed at educating people about credit management, and spearheaded efforts to boost media visibility for the brand. One of my proudest moments was serving as the lead project manager for the company’s 10th Year Anniversary Conference, a milestone event that celebrated a decade of impact.
At Zone, the achievements have been equally fulfilling. I had the privilege of leading and executing strategic communication plans for several pivotal moments in the company’s history. In 2022, I managed the entire Communications strategy for the rebranding of Appzone to Zone, ensuring a seamless transition that resonated with our stakeholders.
In 2024, I drove the communications for our Seed Fund Announcement, the Launch of Zone POS, the partnership between Zone and NIBSS, and the launch of the Nigeria Payment Report 2024 in collaboration with TechCabal Insights. These projects not only elevated Zone’s reputation but also solidified our position as a leader in Africa’s payment infrastructure landscape.
Additionally, I’ve been able to secure over 200 organic media mentions, a testament to the trust and interest our work has garnered. Each of these experiences has been a significant milestone, and they’ve reinforced my passion for strategic communications and storytelling that drives results.
Why are you so passionate about Tech PR?
Tech PR is where innovation meets storytelling, and for me, that’s an incredibly exciting space to be in. It’s an industry that demands agility, creativity, and grit—qualities I’ve embraced wholeheartedly. In the B2B tech space, especially in the dynamic worlds of blockchain and payment infrastructure at Zone, the work isn’t just about publicizing products; it’s about shaping narratives around groundbreaking innovations that have the potential to transform industries and lives.
What makes Tech PR particularly exhilarating is the constant evolution of technology itself. You’re always at the forefront, learning, adapting, and finding new ways to connect with diverse audiences. In my current role at Zone, for instance, it’s about more than just promoting Africa’s first regulated blockchain payment network. It’s about helping people—from financial institutions to fintech founders—understand how decentralized payment infrastructure can redefine trust, speed, and inclusivity in financial transactions.
What truly fuels my passion, though, is the challenge of simplifying complex technologies into relatable, compelling stories. It’s about bridging the gap between innovation and the end-users who benefit from it. The stakes are high, but the rewards are even greater when you see how a well-crafted narrative can spark interest, drive adoption, and build trust.
Tech PR allows me to be a storyteller, an advocate, and a change agent all at once. It’s about making sure that the brilliance happening behind the scenes in tech doesn’t go unnoticed but instead becomes a catalyst for broader understanding and impactful change. That’s what keeps me inspired every single day.
Do you have any tips for PR professionals who want to transition to Tech PR?
For PR professionals looking to transition into Tech PR, three key principles will set you apart: Be Curious, Be Creative, and Be Consistent.
- Be Curious:
Tech PR is a fast-paced and constantly evolving field, so curiosity is your best friend. Take the time to immerse yourself in the tech world—read industry blogs, follow thought leaders, and stay updated on trends like blockchain, AI, fintech, and beyond. It’s not enough to understand the surface-level buzzwords; dive deeper to learn how these technologies work and their impact on industries and people. The more curious you are, the better equipped you’ll be to craft compelling narratives that resonate with technical and non-technical audiences alike. - Be Creative:
In Tech PR, your creativity will be tested daily. The challenge lies in translating complex technologies into stories that captivate your audience. Creativity means finding fresh angles, leveraging innovative platforms, and thinking outside the box to make your campaigns stand out in a crowded space. Whether it’s humanizing a tech product by showing how it solves real-world problems or creating interactive, engaging content, your ability to think differently will set you apart. - Be Consistent:
Transitioning into Tech PR isn’t a one-time leap—it’s a journey. Build a routine of continuously learning, networking, and sharing your insights. Consistency in honing your skills, creating valuable content, and building relationships in the tech ecosystem will position you as a credible voice in the industry. It’s about showing up, learning, and evolving every single day.
To support PR professionals making this transition, I created an E-guide (Hack Your Way in: A beginners Guide into Tech PR) packed with actionable insights, practical tips, and case studies that demystify the world of Tech PR. It’s especially valuable for those coming from traditional PR backgrounds, as it bridges the gap between what you already know and the nuances of communicating in the tech space.
Tech PR is an incredibly rewarding career path, and with curiosity, creativity, and consistency—plus the right resources like my E-guide—you can successfully carve a niche for yourself and make a lasting impact in this ever-evolving field.
What advice would you give your younger professional self?
If I could give my younger professional self any advice, it would be this: Be bold, be ambitious, and don’t be afraid to fail.
I’d tell her to embrace projects that feel just a little out of reach—those that stretch your skills, push your boundaries, and even intimidate you a bit. It’s in those moments of discomfort that true growth happens. Fear of failure? Let it go. Failure is not the end—it’s actually progress. Every mistake you make is a lesson, showing you exactly what not to do next time. Those experiences will ultimately shape you into a stronger, smarter, and more resilient professional.
I’d also remind her to find excitement in the journey ahead, no matter how unpredictable it seems. There will be curveballs and challenges—some small, some monumental. But here’s the thing: they will pass, just as all things do. The tough moments will teach you grit, the wins will fuel your confidence, and every step forward, no matter how small, will bring you closer to your goals.
Above all, I’d tell her to trust the process, enjoy the ride, and never forget to celebrate the milestones—big or small. The journey is just as important as the destination.
