Before Faith Senam founded e’april Public Relations in 2012, fashion, beauty and lifestyle brands and entrepreneurs did not have access to the services of a specialized public relations consultant in their industry.
A decade later, e’april PR and its founder, Faith Senam are rightly regarded as trailblazers when it comes to fashion, beauty and lifestyle PR and have expanded their services to brands beyond Ghana. Follow along an interview with Faith:
- Tell us briefly about your background. Who is Faith Senam Ocloo?
Faith Senam is an Accra-based Public Relations expert with over ten (10) years of experience and specialty in crafting strategies to support the growth of established and emerging brands and entrepreneurs in the African fashion, beauty and lifestyle industry.
She is the founder of e’april Public Relations, a boutique PR company, where she leads in communications and develops strategies to create brand awareness through a combination of 360o Public Relations campaigns, strategic partnerships, brand marketing, digital Public Relations, and events management.
- What is the story behind the name e’april PR? And walk us through your 10 year-journey. How did it all start?
It all started 10 years ago, almost a year after graduating from the African University College of Communications (AUCC) in Accra with a degree in Strategic Communications. I started thinking of what I would like to pursue as a profession, and was mostly online and reading a lot about PR although I was working as a cashier with one of the telecommunications companies in Ghana.
I chanced on a few websites and blogs at the time and read on Fashion PR. I thought it would be a great career for me because I grew up learning about fashion and how to make clothes from my mom who is a seamstress. After lots of reading and research online, I was convinced it was what I wanted to do.
In October 2012, I registered my company and chose the name e’april PR, a combination of my birth month April which means ‘to open’, and ‘e’ – the logo for Internet explorer to imply how working with us would ‘open you up to the endless opportunities available on the globe’. That was the inspiration behind the name.
Since then, I have moved from working as a freelancer on a pro-bono basis until I landed my first paid client in May 2015. I took up a role as an Account Manager at an agency in 2014, and later went on to work with a fashion brand in 2016 and then left to run my agency as an entrepreneur in 2018 until date.
- What were the major challenges in your journey and how did you overcome them?
First was being a recent graduate with little experience in the career path I had chosen. And at the time, there were no companies specialising in Public Relations for fashion clients where I could work and gain more experience before starting on my own. So, I faced a lot of challenges such as struggling to get fashion, beauty and lifestyle brands to know how PR was important to their business and how they could use my services and pay for it.
I overcame this by learning on the job. I took up pro-bono works to improve myself and get people to know what I did by demonstrating how integrating PR into building a brand could give an advantage over others. I was determined to succeed on this path knowing very well that I could be on the path to becoming recognised as an expert in this field.
- As a woman entrepreneur and from your experience, do you think there is a level playing field for both genders in your field of work?
I think women have always been at a disadvantage in any industry. Having worked in the PR industry for some years now, I believe a lot is being done to support more women to have equal access to opportunities and become recognized; and with this, I am confident that wherever I go, as a female entrepreneur, I have the confidence to pursue and achieve my set goals.
- What are some of the brands you have worked with in the last 10 years?
In the past years, we have worked with award-winning brands that have featured on top media platforms and gained global recognition. We have represented the likes of Ghana Menswear Week, Selina Beb, Adubea Jensen, Pure Persona by Nana, SO Aesthetics, Horseman Shoes, Nadrey Laurent, Lulu Lingerie, Chalé Clothing, Sahmani Jewellery. We have also facilitated media placements for other brands such as Clatural, JOEY The Brand, Legends Barbershop SA, iSpace Foundation, Woodin, among others.
- What are the highlights of your 10 year journey?
Some of the key highlights have been seeing our clients appear on notable platforms like the BBC, GhOneTV, TV3, Citi TV, Muse Africa, and Y FM to discuss their brand and work. We have secured front page covers and middle page spreads in publications including Agoo Magazine, The Mirror, The Spectator, and Graphic Showbiz.
We have also secured media placements on Okayafrica, Ghanaweb, B&FT, Graphic online, Ameyaw Debrah, Pulsegh, Graphic Showbiz, BellaNaija, Glam Africa, The Mirror, The Spectator, Onobello, Glitz Africa, Muse Africa, Trends & Blends, Fashion Ghana, Debonair Afrik, Myjoyonline, Citinewsroom, Melange Africa, and Aspire Luxury Mag
We have further executed brand strategies and campaigns for clients that have garnered huge audiences and sales; and successfully organised two ‘Fashion & Beauty PR-eneur Masterclass’ which aims at teaching and demonstrating how lifestyle entrepreneurs can incorporate PR into the branding and marketing of their businesses.
And as part of giving back to society by way of our corporate social responsibility, we recently also launched the e’april ‘PR Makeover’, a project that seeks to offer a one-year free PR services to selected emerging fashion brands in Ghana with fashion brand ‘Cassie Daniels’ as our winner.
Another milestone is being recently recognised as the ‘Best Fashion PR Agency 2022’ by MEA Markets African Excellence Awards.
- Do you think brands and individuals in Ghana understand the role of PR agencies in their work?
Looking back to when I started, I think there’s been tremendous growth in how brands and individuals understand PR and use PR services. Especially during COVID-19, brands became more conscious of how they can establish strong relationship with their customers. Although there’s still a lot more people who still don’t value PR, they are sitting on the fence until crisis hit and would start running to a PR expert for advice and counsel.
- Where do you see yourself and the agency in the next 10 years?
To become one of the leading PR agencies in Africa, representing multinational companies with representations in other fields. Although we would still maintain our niche in the fashion industry, we would expand to other industries. This would mean growing a strong team that shares in the vision of the company.
- What advice would you give to any young person starting a PR career or company in Ghana?
My advice to any young person would be to take their time to learn the trade before branching out. It’s a whole struggle when you start – without the right resources, support, experience and network. Taking the time to learn from the best would hone your skills and shape you better for the future.
- Describe your journey in one word.
Remarkable!
