Tokunboh George-Taylor Building a Legacy

Tokunboh George-Taylor is a highly accomplished individual with a strong track record in the communication field. As the founder and CEO of Skot Communications, she has shown exceptional leadership and vision in building her company into a successful and respected player in the industry. With over 30 years of experience in strategic communications, public relations, and brand development, she deeply understands the power of effective communication in driving business success. Her media relations, crisis communications, and corporate messaging expertise has enabled Skot Communications to deliver impactful campaigns for a diverse portfolio of clients. Her passion for storytelling and connecting with audiences on an emotional level has set Skot Communications apart as a trusted and reliable partner in the communication industry. In addition to her professional accomplishments, Tokunboh is also a dedicated mentor and advocate for women in business. She is committed to empowering the next generation of leaders and helping them to succeed in the competitive world of communications. Through her involvement in various mentorship programs and speaking engagements, Tokunboh has inspired countless individuals to pursue their passions and achieve their full potential. Her passion for diversity and inclusion is evident in her work at Skot Communications, where she strives to create an inclusive and supportive environment for all team members. This interview with  Funke Babs-Kufeji Tokunbo tells us about her journey into the communication industry, how she acquired the assets of one of the world’s leading global communications companies, Hill+Knowlton Strategies and much more.

Tell us about your journey into communications. Why did you decide on this career path even though your background is in economics?

My PR career started over three decades ago after my NYSC.  My foundational background was Economics because I thought I would be a banker but was unsuccessful during the graduate trainee exercise in one of the major Banks in Nigeria. This experience changed my trajectory as I began seeking other opportunities. Then, a PR Manager position arose in Multichoice and MNET when they first came to Nigeria.  My years of experience working with Multichoice and MNET kicked off my career and gave me a solid foundation, especially working closely with a PR firm in South Africa and other creative agencies in Nigeria. 

As a seasoned Communications Leader, would you say there is a difference between Communications and Public Relations (PR)?

Communications and Public Relations are intertwined. One is a function of the other. Public relations builds on forming mutually beneficial relationships and outcomes between stakeholders—internally or externally. This requires strengthening influence and driving connections between parties. This process requires strategic and tailored communications activities. At SKOT, we have built a culture of approaching public relations as helping people define their voice to tell a better story. It is a synergy of strategy, storytelling, and impact.

You are the CEO of SKOT Communications, a company you founded after a business and asset transfer agreement with Hill+Knowlton, where you were the pioneering Managing Director for almost a decade. How has the journey been so far?

The journey has been exciting and fulfilling. As with any business, it has been an interesting and insightful transformative process. If I knew the path would have led us to where we are now, I would have taken the leap earlier. We have built from the strong foundation we established at Hill+Knowlton Strategies and navigate our new corporate identity with our strong talent, expertise, and global best practices.

This journey has allowed us to sustain our competitive edge by combining our communications knowledge with new tools and approaches that align with clients’ changing ways of engaging with their target audiences and sharing their stories. I am grateful to be a part of a community of driven and creative individuals and leading clients who have taken this journey with us. 

Since transitioning into SKOT Communications, how have you maintained the international and local clients you work with? Have you had any challenges, and how have you overcome them?

Over the years, we have established trust-based relationships with our local, regional, and global clients. We function as an extension of their business, which has created mutuality and assurance that first-rate service with global standards is guaranteed. 

When we became SKOT Communications, we maintained our client base and grew a bigger network because we tailor our services to meet the specific needs and goals of each client and ensure our approach evolves alongside our clients and the world. 

As with most businesses, macroeconomic shifts in the global landscape are influencing business operations and priorities. This has reinforced our role as advisors for our clients, and we have invested a lot more time in educating our stakeholders on the value of building and maintaining a good brand and reputation. 

What are the top milestones or achievements you are most proud of since you commenced operations as SKOT?

As a consultant, your employees and clients are extremely important to your business. Some of our key achievements have been retaining talent that elevates our work and drives our business growth. 

We have also expanded our client base locally, regionally, and internationally and established our presence in the UK.

Personally, I am also proud to have participated in the Cannes Lions International Festival of Creativity as a Shortlisting Juror for the PR Category, where I had the opportunity to analyse and judge multiple entries from the most innovative and creative agencies worldwide.

With your experience working in different sectors, including Finance, Energy, Technology, FMCG, and Entertainment, which do you consider the most fulfilling sectors and why?

That is a bit of Sophie’s Choice. Every sector brings us distinct challenges and opportunities to drive real change.  As our client base grows across industries, what continues to compel us as a business is when we get to work with clients who are passionate about making a positive impact. Whether it’s a client building sustainable energy solutions, innovating payment technology, or spotlighting lived experiences through entertainment, we’re most fulfilled when we can contribute to client initiatives that align with our values and leave an imprint. 

In addition, we are delivering more advocacy-driven and public affairs engagements, which is an interesting space right now because it unlocks another dimension of communication programs.

To be honest, I find all sectors interesting, which is the beauty of Public Relations: We can remain versatile and adaptable across industries.

With the current popularity of social media, the industry has become more saturated with communication professionals with no formal experience. What skills would you advise businesses to look out for when choosing the right communications partner?

Communication cuts across PR, Social Media, Media Buying, Advertising, Marketing, etc.

So, when choosing a communication partner, businesses must be clear on the services they require based on their business needs. Similarly, the communication partner needs to understand its role across the communications value chain to deliver measurable outcomes. 

Businesses are looking for communications professionals who can add value, have great industry insights, understand their brand proposition and drive their business forward.  When choosing the right communications partner, apart from synergy, you are looking for sector experts and strategic thinkers eager to make an impact, operate as an integrated part of your team and adapt quickly to the changing environment. A partner that truly understands your business and your journey.

At times, communications professionals wish to embody the role of a jack of all trades. However, there must be a balance; you must always be a master at your craft.

Lastly, not everyone has a conventional professional journey. I studied Economics and ended up as a PR professional who trained on the job and attended various training sessions.  We have some University degrees and foundational courses that can help you develop your communications skills, especially on the digital side, but experience is vital. 

For instance, crisis management is not all textbook stuff; it is the experience you have gained from managing one crisis to another.

How would you describe the evolution of communications based on industry trends and organisational business transformation priorities?

I would describe the evolution as rapid and connection-driven. Businesses are seeking authentic ways to connect with their audience through both their business operations and their corporate stories because the rise of digital and AI has democratised communication, increased access to information, and shifted stakeholders’ expectations and needs. Now, we see businesses prioritising automation, corporate social responsibility, and data-driven personalisation in their communication to sustain that connection and drive business growth. 

Based on your experience, what skills are required to create a highly successful career as a communication expert, and why?

Firstly, with any career, you need to be passionate and enjoy what you do. It has to be more than a job; it has to be meaningful and purposeful.  

For successful careers, communication specialists must be brand strategists who understand effective communication, possess excellent writing, listening, and speaking skills, be creative content specialists and media relations experts with good traditional and social media knowledge, and customise messages to varied audiences. On the soft side, they must be team players with the ability to manage project workflows. 

I believe continuous learning is key to a communications career. The world moves fast, and movements and trends come and go. New innovations influence and shift how we live. As a communications professional, you have to be innately curious about the world around you and conscious of how these shifts impact perception and influence people/entities. It’s important to always have a pulse on the zeitgeist.

What are some of the most significant and valuable life lessons you have learned working across multiple clients and industries?

Clients and industries are unique, so addressing their communications activities can never be a one-size-fits-all approach.

Communication objectives may be similar, but client expectations might be different. Some clients prefer a traditional PR approach, and some are more experimental. Some love leveraging digital media, and others would never consider social media during their campaigns. You have Executives who do not want to be seen or heard. 

So, I always face different dilemmas when working with different clients. One of my biggest lessons is not to make any assumptions but to fully grasp my clients, their sector, and their competitors to help them develop their PR strategy.

Secondly, companies and executives love publicity without a solid message and narrative. You will often find that executives will narrate the organisational story differently. 

Corporate organisations and individuals must have a messaging and narrative that will enable them to build, manage and maintain their brand amongst their stakeholders. Without a clear message, communication cannot be effective. 

So I guess my biggest learning is not to embark on a campaign without aligning with the organisation and their executives on their stakeholder narratives and messaging. Sometimes what the client wants is not fit for the media or industry landscape, but I have learnt it’s important to ensure client’s remain human in their communication.

If you could give a piece of advice to anyone considering a career in the industry, what would it be?

So, I focus on Corporate PR. It’s not all glam, partying, and drinking (maybe entertainment PR); it’s a lot of strategic thinking, hard work, dedication, love of the job, multitasking, and high-pressure execution. 

Your writing skills must be on point! English was my least favourite subject, but when I started my career, I got a tutor who helped me improve my writing skills. 

In addition, the communication industry evolves quickly, so I would encourage emerging professionals to prioritise self-development, stay curious, and keep a good handle on new trends, innovations, and tools of the trade. It’s also important to build a community and nurture your craft. Having a network of resources and like-minded people who support you and push you to stay dedicated to what motivates you is crucial.