Adetokunbo Modupe: Inspiring story of a PR guru

For Public Relations guru, Adetokunbo Modupe, there is nothing like impossibility. When the 1993 crisis crippled Nigeria and everyone thought of leaving the country, Modupe saw in this development an opportunity to try something fresh. And so, the chief consultant of TPT International located at Bola Ogunsanya Crescent, Magodo Phase 2, Lagos, took the bull by the horns.
Popularly called Toks by his admirers, he is a man of style and that has reflected in the ultra-modern structure housing his office at Magodo and in his lifestyle. He is an unrepentant lover of exotic cars, too.
Modupe, however, admits that PR was the last thing he ever thought of engaging in until he found himself in a media relations outfit and fell in love with the profession.
He recalls, “In those days, it was a very conservative industry and I think there were just a very few full-fledged PR agencies then. There were The Quadrant and JSP. I can’t remember any other well established PR agency available at that time. But when I looked at the practice in advance countries, I discovered that it was not a conservative industry after all, and that we could rub shoulders with other professionals in other industries or professions. So, I became very passionate about it and positioned myself for a comprehensive and professional perception management consultancy.”
The PR guru explains that the entry standard has always been regulated by the Nigerian institute of Public Relations, adding that there are certain minimum requirements.
“Naturally, you will expect people who studied Mass Communication to practice PR as part of integrated marketing communication components, but there are also people who did other courses in the industry now. We did not have many practitioners in it then. You needed a lot of self-motivation to be able to build yourself, do some specialised courses, too, coupled with your practice experience. In my case, within and outside the country for instance, I attended many training courses because of my passion for the industry and I felt if am going to practice and compete at the highest level, I needed to upgrade myself to offer premium services,” he says.
Modupe believes that the competition is stiffer and so are the expectations from clients. When he started, there was nothing like computer. He set up his company in 1994 and did not have a computer until 1995. The firm even issued a press release, announcing the acquisition of a computer.
“Compare that to the situation now, where everybody can access iPads, laptops, even multi- media phones and other devices. We are in a more sophisticated environment right now, so the entry barrier already defines itself. If you are unable to navigate intellectually, it will be difficult for you to practice and compete well,” he adds.
His concerns, for the industry, is that PR practitioners are not well remunerated, considering the values they add to clients and brands. He speaks of the reward they get from the intellectual support they bring into businesses. And because of this, he stresses that the industry is threatened.
“Basically, how many PR practitioners can compete with their counterparts in other professions like the legal profession or banking in terms of their socio-economic status? Maybe a few and that is not encouraging.
“In terms of the size of the industry and the number of people involved, we are growing. But in terms of financial appreciation of the profession, you cannot compare that to the attraction to the industry. And that is where I have my concern,” he says.
Speaking about TPT’s selling points, Modupe explains that the firm is very professional and creative. In strategy that works, experience and goodwill, he believes his company stands very tall in the Industry.
“We have worked for clients in virtually all sectors of the economy, including the Federal and some state governments,” he says.