Over the years, Elizabeth Osho, a PR expert and entrepreneur has been committed to crafting unique stories for numerous brands across diverse industries such as Disney, Martini, Unilever, Dussé, FilmHouse amongst others. She is a detailed strategist and a communications expert who is additionally the founder of So. MeSolutions, a communications company has helped such huge numbers of brands boost their possibilities.
Liz is adept at working closely with her wide range of stakeholders to highlight their message and their value proposition and disseminate their messages through a wide range of platforms. She founded So.Me Solutions in 2016 and the company has been instrumental in bringing about change to the public relations approach within its client and portfolio base.
In this interview with Weekender team, she speaks on her new book, ‘Who Do You Think You Are’ will empower readers to reclaim their identities and live authentically.
Kindly take us through your journey in the PR space and how has the experience been for you?
My career in Public Relations began in the bustling city of Lagos, Nigeria. Lagos is known for its vibrant culture and fast-paced business environment. It was the perfect place for me to hone my skills and gain a deep understanding of the industry. The early days were filled with learning and growth as I navigated the complexities of media relations, crisis management, and strategic communications.
One of the most significant turning points in my career was when I started working with high-profile clients and major brands. These experiences taught me the importance of adaptability and creativity. In PR, no two days are the same, and being able to think on your feet and come up with innovative solutions is crucial. I learned to manage expectations, build strong relationships with the media, and craft compelling narratives that resonate with diverse audiences.
Another highlight of my journey has been expanding my client base to Washington D.C. This move opened up new opportunities and of course challenges, exposing me to a different market and a broader spectrum of clients. Working in an international context has enriched my perspective and deepened my understanding of global PR trends and strategies.
Throughout my career, I’ve encountered both triumphs and trials. Each project, whether successful or challenging, has contributed to my growth and resilience. The dynamic nature of PR keeps me engaged and constantly learning. I find immense satisfaction in helping clients achieve their goals, whether it’s through launching a new product, managing a crisis, or building a brand’s reputation.
In essence, my journey in PR has been a blend of hard work, continuous learning, and a passion for storytelling. It’s a field that demands dedication and creativity, and I’ve found it incredibly rewarding to see the impact of my work. As I continue to navigate this ever-evolving landscape, I remain excited about the possibilities and committed to delivering exceptional results for my clients.
As an entrepreneur committed to crafting unique stories for numerous brands across diverse industries such as Disney, Martini, Unilever, Dussé, FilmHouse, what are the factors you take into consideration when crafting these stories such that the approach deployed is suitable to the brand?
Ensuring consistency in the brand’s voice and message across all channels is vital. When crafting unique stories for brands across diverse industries such as Disney, Martini, Unilever, Dussé, and FilmHouse, there are several key factors I consider to ensure that the approach is not only suitable but also impactful.
We work hard at understanding the core identity and values of the brand.
A brand’s history and legacy provide a rich tapestry of elements to weave into stories.
Each brand has its own unique ethos and mission, which should be reflected in every story told. For example, Disney’s stories often revolve around magic, imagination, and family, while Dussé, a premium cognac, emphasizes luxury, craftsmanship, and heritage. We work hard at staying abreast of market trends and cultural movements in crafting relevant and timely stories. Leveraging current events, societal shifts, and popular culture can make the content more engaging and relatable. For instance, when we work with FilmHouse, we ensure that we incorporate trending genres or popular film themes that can attract more viewers.
Knowing the target audience is essential for tailoring the message appropriately. Different demographics have varied preferences, behaviors, and expectations. Crafting a story that resonates with Disney’s family-oriented audience differs significantly from creating content for Martini’s sophisticated, adult consumers.
Disney, Martini, Unilever, Dussé and FilmHouse are top brands that own a reasonable market share in their respective markets. What are your direct and indirect roles in ensuring these brands continue to thrive in the marketplace?
We continue to bring fresh, innovative ideas to the table which keeps the brand stories exciting and engaging and as a ripple effect, the brands are top of mind in the market. We have good relationships with the media which we leverage, we also continue to put out stories which continue to engage the market. For instance, incorporating augmented reality experiences for a brand like Martini can elevate the storytelling experience.
We also work with brand advocates and influencers to amplify the brand’s message. Selecting the right influencers who align with the brand’s values and overseeing their engagement ensures authentic and effective promotion is crucial in PR.
What differentiates you from other PR agencies offering almost the same services to brands ?
What differentiates SoMe Solutions from other PR agencies is our tailored and strategic approach and deep understanding of both local and international markets. My career has spanned across various roles in technology recruitment, NGOs, entertainment, and media sectors, allowing me to develop a unique perspective on brand strategy, consumer behavior, and market trends. My main differentiators are the fact that I have diverse experience spanning nearly 20 years. Coming from a background in the media space, my network is vast and I bring a multifaceted approach to PR, understanding not just the creative but also the analytical and strategic aspects of brand positioning. Over the years, I have learnt to develop and build strategic relationships. I have always been a researcher and this allows me to provide insights and strategic recommendations that align with my client’s business goals and market positioning. Having lived and worked in England for twenty- one years, Nigeria for nine years and now The United States for four years – I have a global perspective. The fact that I have worked in different markets, including Nigeria and the UK and now the USA means I have a global outlook and can craft campaigns that resonate with diverse audiences while maintaining a local touch.
What are challenges facing the PR space today and what ways can these be addressed?
I’ve been in the PR space for over 8 years now. I’ve noticed that within Nigeria and globally challenges are quite similar. We have challenges such as the rapid evolution of digital media, which requires constant adaptation to new platforms and technologies. We always have to be on top of what’s going on! At SoMe Solutions, we work with clients in different industries so we need to be well informed about the happenings in these industries. Misinformation and fake news are also concerns making it harder to manage reputations effectively. The economic situation in Nigeria and even globally causes uncertainties and budget constraints, as we always want to execute comprehensive and excellent PR campaigns. We’re now building a team in the USA and the UK for clients based outside Nigeria. A major change we’ve faced is cultural differences, understanding new markets as we tailor each campaign messaging for diverse audiences.
It’s a lot we deal with as PR strategists and even as an entrepreneur running a global business but everyday we keep pushing, learning and we continue to grow.
Let us talk about your new book, ‘WhoDo You Think You Are?’. What informed the choice of the name of this book?
The title “Who Do You Think You Are?” stems from my personal journey of self-discovery and healing. Throughout my life, I’ve faced various challenges and traumas that shaped my identity and perceptions. This book is a reflection of the process I went through to confront and understand these experiences. The title encapsulates the central question I had to ask myself: “who am I really, beyond the traumas and challenges?” It’s an invitation for readers to embark on their own journeys of self-exploration and healing.
What key message do you hope to pass across through this book ?
The key message I hope to convey through “Who Do You Think You Are?” is the power of self-awareness and healing. I want readers to understand that it’s possible to confront and overcome traumas and challenges, no matter how difficult they may seem. By sharing my journey, I aim to inspire others to look within, face their past, and emerge stronger and more self-assured. Ultimately, the book is about empowering readers to reclaim their identities and live authentically.
Who are your target audience for this book and why?
My target audience for “Who Do You Think You Are?” includes anyone who has faced personal challenges, trauma, or self-doubt and is seeking a path to healing and self-discovery. Anyone who has felt abandoned. This book is especially relevant for individuals navigating through a difficult journey, those going through significant life changes or seeking a fresh start. The book will resonate well with trauma survivors, people who are experiencing trauma and are looking for inspiration and guidance to heal. The book is for anyone who wants to prioritize self-improvement and personal development to become more self-aware. The book is for Professionals and Entrepreneurs too. It is for those who want to understand how personal growth can impact their lives.
You said through this book that you hope to offer solace to those who have felt the sting of abandonment and the weight of adversity. How do you hope to achieve this?
I hope to achieve this first by continuing to share my personal stories and experiences with abandonment and adversity so anyone reading can find comfort in knowing they are not alone. My journey can serve as a testament to the possibility of healing and growth. The book provides practical tools that have helped me navigate my challenges. The content can empower readers to take actionable steps towards their own healing and self-discovery. I encourage readers to ask themselves important questions and reflect on their own experiences. This self-reflection can help them understand their emotions and identify areas where they need healing, therapy or support. Through the narrative, and the fact that I’m still standing, thriving despite all I’ve been through mentally – I aim to inspire readers to believe in their capacity for resilience and transformation. Hearing how someone else has overcome similar struggles can instil hope.
Is this your first book? Was it deliberate that you chose to launch the book at this time?
Yes, “Who Do You Think You Are?” is my first book. The decision to launch it at this time was indeed deliberate. I felt that I had reached a point in my journey where I had enough perspective and insight to share my experiences meaningfully. Additionally, I believe that the themes of healing, self-discovery, and overcoming adversity are particularly relevant in today’s world, where many people are navigating personal and collective challenges. Launching the book now allows me to connect with readers who may be in need of encouragement and inspiration during these uncertain times.
How long did it take you to write the book and what were your major challenges in writing this book ?
Writing ‘Who Do You Think You Are?’ was a significant investment that took about two years to complete. The process involved several stages, from initial concept and outlining to writing, revising, and finalizing the manuscript.
The major challenges I faced while writing the book included the emotional toll and having to relive past trauma. Revisiting and writing about personal traumas and challenges was emotionally difficult. It required a lot of vulnerability and introspection, which was difficult but also helped me heal. I started shortly after I had just given birth, so it was difficult balancing professional and personal life. Finding a consistent writing schedule amidst a busy career required discipline and sacrifice. I also had to ensure that I stayed true to my experiences and conveyed them authentically. I wanted the book to be genuine and relatable, which meant being honest about my vulnerabilities and struggles. The publishing process was also not a walk in the park. I had to edit and revise the manuscript over and over. The process was time-consuming and required significant effort. It was essential to convey my message effectively without losing the essence of my story.
What is the next big thing for Elizabeth Osho?
The next big thing for me is to keep living and keep impacting. I want to continue to expand my influence and impact in the PR and Communications industry. With So.Media Solutions established presence in Washington D.C. and a growing client base, I aim to further solidify my reputation as a leading PR expert. My Key initiatives include expanding our client base. I plan to take on more high-profile clients, both locally and internationally, to broaden our portfolio and impact. Writing another Book!! Lol . Once I’ve recovered from this one there’s the possibility of writing one on maybe PR strategies and success stories, or parenting, who knows? It will be as the spirit leads once the time is right.
I enjoy speaking and I’d love to increase my presence at industry conferences and events. I love sharing my knowledge and network with other professionals. I want to continue growing while also creating impact and giving back.
