Communications entrepreneur Tolulope Olorundero has established The Tolucomms Prize for Tenacity, an annual cash award designed to support female founders of public relations agencies and consultancies in Nigeria who are 35 years old or younger.
The initiative, which debuts at the Women in Marketing and Communications Conference and Awards on August 29 at Landmark Event Centre, Lagos, represents the first dedicated cash award in Nigeria’s public relations industry focused specifically on supporting young female agency founders.
Olorundero, founder and executive director of PRWF Global and principal consultant at Mosron Communications, announced the prize as part of a series of legacy projects marking her 40th birthday. The initiative reflects her commitment to giving back to the profession that has shaped her two-decade career.
Brandspur Brand News gathered that the prize is designed to recognise female PR agency or consultancy owners who have demonstrated determination in building their businesses through innovation, resilience, and strategic use of digital platforms. Beyond recognition, the award provides tangible financial support to women navigating the realities of building sustainable communications businesses.
Olorundero described the initiative as born from personal experience. She recalled the loneliness of building a communications business in its early years, navigating uncertainty, limited resources, and the pressure of trying to create something sustainable. Her aim, she said, is to reach a young woman who may be quietly struggling to keep her business going and considering giving up, offering her a reason to continue.
“I have met many talented women in public relations who are doing excellent work but are facing similar challenges. Some are trying to secure clients, some are struggling with growth, and some are simply trying to stay the course long enough to see their efforts pay off,” Olorundero said.
The selection process will be handled by an independent panel comprising the President and Vice President of Nigerian Women in PR, a representative of The Comms Avenue, and representatives of Brand Communicator. The prize will be presented annually at WIMCA, one of Nigeria’s leading platforms celebrating excellence in marketing and communications.
In addition to the cash award, the winner will receive a dedicated media feature in Brand Communicator, providing further visibility for her business and entrepreneurial journey.
Olorundero emphasised that the prize fills an important gap in the communications ecosystem by providing practical support rather than recognition alone. While the industry has several excellent recognition platforms, she noted, there remains room for initiatives that directly support emerging founders.
The Tolucomms Prize for Tenacity is one of three legacy initiatives Olorundero is launching as part of her 40th birthday celebrations. The others include educational endowment awards at her secondary school and university, aimed at recognising academic excellence and encouraging future generations of communicators and leaders.
For Nigeria’s public relations industry, where female entrepreneurs face distinct challenges in accessing capital, building client rosters, and scaling operations, the prize offers more than financial relief. It signals that the industry values resilience and is willing to invest in the next generation of women leaders who are shaping how brands communicate in an increasingly digital marketplace.
