Ronke Lawal is an award-winning PR and communications professional, personal branding expert, media trainer, business leader and entrepreneur. She is also the founder of Ariatu PR.
What inspired you to start your professional journey?
After studying hard for many years and trying to be the “star” student upon graduating from my degree, I found it difficult to get a job. This was the same for many new graduates but I felt like it was such a slap in the face. It opened my eyes to the realities of adult life because I thought that if you followed the path set out through conforming with social standards, you would get the job you deserved – it turns out that it doesn’t always work out that way.
I eventually got a ‘good job’ (finance and personnel management) and began the 9-5 routine. Though I enjoyed the job, there was always something inside telling me that there had to be more to life. It took nearly 2 years before I realised what that was. I looked inside myself and looked at what I was becoming and where I was heading. I had become a “robot” to the routine of the job and my personality was also changing. Stresses began to develop and though I did an excellent job and people liked me, I was becoming “a dragon” and “a moody manager” – this was a sign to me that things were not right.
So I had to re-evaluate and realised that what I had always wanted to do before I lost sight of my dreams was to run my own business. I started to help a friend with her beauty business and I realised that business and entrepreneurship was my passion, particularly raising the visibility of small businesses. So after setting out my plan, I took the step and quit my job ,and the rest as they say is history. So I suppose my journey, in and of itself, inspired me.
What was challenging about your journey?
The most obvious would be the financial challenges of starting a business. I was naive to what is required to truly be financially savvy in business – I bootstrapped a lot which actually has proven to be useful. But when I look back at my own professional and business career, I would have to say that I have often been my own biggest career obstacle, or more accurately my lack of self-belief has been a burden. I had to constantly coach myself to believe in myself and in all honesty, I think that there have been stages in my business life that I have actually sabotaged my own success. I got in my own way because I felt like a fraud when I started to become successful in business. Perhaps other women can relate to that feeling of constant self-doubt and uncertainty. It can be the most detrimental of all obstacles. Everything else can be overcome through practice, but it takes a lot to silence that voice that tries to convince you that you’re a fraud with your own success and that you don’t deserve great things. It may not always be silent, but I recognise it now and know what to say when it starts up again….”I am worthy”.
What are some of your key learnings from your career so far?
Whilst I understood most business principles, sometimes it is not until you get started in business that the greatest lessons come to light. One of the most obvious being charging what you’re worth and knowing your value to ensure that you are confident when you share your pricing. In the early stages of my business career, I undersold myself in terms of price and yet over offered in terms of service. This meant that growth was stifled/minimal and it also left room open for some clients not paying on time – overdue invoices are a serious issue for small business owners.
Did race have any impact on your positioning in life today?
Yes, PR is a very White industry – in fact over 91% of the industry is made of White professionals. I often found that racism and race were a barrier in a number of ways: aside from the discrimination faced from my peers, I also noticed that some people would undermine and disrespect my core offering in favour of white PR pros because they assumed that white PR pros would do a better job. This was often a contradiction in terms when they were trying to reach Black audiences as white PR pros usually
Is there any advice you would like to share with black professionals and entrepreneurs?
Find your community. There’s a reason why I enjoy Twitter so much (and LinkedIn on a good day), – it’s because I have been able to build a community, which I believe is crucial for Black professionals and entrepreneurs. For me, organisations like The UK Black Comms Network is a great example of community and networking combined.
I would also say that balance is key. True success isn’t simply about earnings and outputs – it is about the memories that you create with your loved ones – friends, family, community. Invest quality time in building those memories in a world which would rather forget who you are as a Black person.
Finally, REST. Rest is important ,and whilst for some it is a privilege (being able to relax enough to rest means that you have to feel confident that your other basic needs are being met) – it is vital for Black professionals and entrepreneurs to rest. Lack of rest literally kills us.
What are some of the experiences that shaped you?
The initial stages of my business journey shaped me, but also the silence that sometimes comes with success. I found that as I grew to be more successful, it would become more isolating. Those who I expected to be my biggest cheerleaders sometimes went quiet. It was sometimes lonely, which is why I found community to be so important.
Is there anything organisations can do to include and promote black professionals better?
Give them spaces to explore and express themselves. This should be intentional and there should be a commitment to this
