CEO of Euphorique PR, Moremi Elekwachi, 31, speaks with Tofarati Ige on her business and other issues
What is your educational history?
I attended Chrisland Primary School, Ikeja, Lagos, for my elementary education. I then proceeded to Supreme Education Foundation, Magodo, Lagos, from JSS1 to SS1. After SS1, I attended Oxbridge Tutorial College, Ikeja, Lagos, where I obtained my Cambridge O’ Levels certificate.
Afterwards, I attended University of Georgia, United States, where I graduated Magna Cum Laude, and got my Bachelor in Journalism. I also have a Master’s Degree in Communication Management with emphasis on Marketing Communications from the University of Southern California, United States.
What stirred your interest in PR and Communications?
Ever since childhood, I always had a passion for telling people’s stories via a plethora of communication mediums – through writing, music, verbal narration, etc.
I further got encouraged to pursue a career in communications because of my father, Dr Chidi Amuta. He was a well known writer, journalist and managing director at two major newspapers at different times. He also had a thriving career in public affairs. I was motivated by his impressive track record, as it convinced me that I too could make a living from the things I was passionate about.
When it was time for me to attend the university, I had no doubt about what I wanted to study – journalism. After I graduated, I interned at a few media houses, as I explored other possibilities in the communications industry.
I then fell in love with the idea of public relations and marketing communications because to me, they were avenues through which I could help tell people’s stories on an even broader scale. When it was time for me to attend graduate school for my Master’s degree, I chose to study Communication Management/Marketing Communications so that I could be equipped with the intellectual skills necessary to have a successful career.
Tell us a short story about how you started your career?
While attending school and working in the United States, I always knew that ultimately, I would like to own and run a PR & communications agency. So I always had it at the back of my mind that I would like to do that at home in Nigeria. This is because I believed there was room for innovation and exploration of uncharted territory, and the opportunity to truly make an impact on a large scale through communications. I felt like everything that could be done had already been done in the US, as the media industry there is quite developed.
After my Master, and after working for some time in Los Angeles at a PR firm, and a film production company, I made the big move back to Nigeria after having lived in the US for nine years.
During my NYSC, I juggled my role serving in the media/press office at Onigbongbo Local Government in Ikeja, Lagos, with a part-time position at Wildflower PR.
It was at Wildflower PR that I learnt fully how PR worked in Nigeria. After NYSC, I proceeded to work at BellaNaija where I was Assistant Editor, News Editor, and Business Development Manager. My time at BellaNaija was really instrumental in my career path, as it was there I learnt what kind of content appealed to the Nigerian audience, and how to frame stories in ways that resonate with this unique audience.
While at BellaNaija, I was also doing some freelance PR work. Eventually, it felt like I was burning one candle from two different ends. And it was at this point that I knew I had to pick one.
Do you think the average Nigerian youth is lazy?
Not at all! I think the average Nigerian youth is quite enterprising. Gone are the days when people felt hopeless because they were unemployed. These days, the average Nigerian youth is a business owner. Merely looking at Instagram and other social media platforms will show you just how enterprising our youths are. There is no type of service or product you won’t find people offering on that platform alone – from clothing to logistics, to catering, among others.
We are thriving in spite of the harsh economic conditions in the country. We are our own bosses.
Do you have other achievements you would like to share?
My company, Euphorique PR, will be three years old in January 2019 and I’m so proud of all our achievements thus far. We may appear to be a ‘young’ agency in some people’s eyes, the truth is that we have attained heights way beyond our years.
Our company comprises a team of individuals who have a true passion for the work that we do. Together with my team, we have run successful PR campaigns for a plethora of clients – from public figures to brands, corporations, and SMEs.
What are some of the challenges you face and how do you surmount them?
Achieving a healthy work-life balance can be quite challenging sometimes. As an entrepreneur, as you can imagine, it’s difficult to take days off, even when you actually do have an opportunity to. When I first started the business, I used to get really burnt out, as I would work on both weekends and weekdays round the clock.
But now, I’ve learnt to allocate time for my business, family and also for myself.
What are your other interests?
When I’m not working, I love to listen to music, sing, watch movies and write via my blog.
What are your personal beliefs and how have they worked for you?
Put God first always. Nothing is worth doing without God’s guidance. I am a living testimony of this fact.
What’s your advice to youths who aspire to greatness in their endeavours?
The only thing standing between you and greatness is you. Destroy excuses. Start where you are with what you have and build from there. If you’ve got a vision, break it down into daily achievable goals you can attain as you head to the finish line. But also keep in mind that there really is no ‘finishing line’. Once you achieve something, it is inevitable that you’re going to set another goal for yourself. See your goals from a dynamic perspective as opposed to a static stance. Get outside your comfort zone. Live fearlessly.