Moriam Musa, a fashion publicist and the CEO, Morsi Concept, has learned how to make things work for her. From her days as a fashion reporter with Encomium Magazine, the University of Ibadan trained Clinical Nutritionist who also had a brief stint as a dietician, has always set her eyes on a high goal. She spoke recently with GERALDINE AKUTU about the problems of PR in Nigeria and other issues.

FOR five years, while working as a journalist at Encomium Magazine, Moriam Musa tried to give it her best shot, while trying to find her feet in the journalism profession. In the course of her duty, she discovered a passion for public relations. This made her leave print journalism to set up her own Public Relation (PR), lifestyle and advertising business in 2007. Ever since, the fashion publicist has not looked back, as she continues to do what she knows how to do best.

“I knew there was so much in me to offer. While at Encomium magazine, as a fashion reporter, I tried to make my mark trying my hands on different things including organising exhibitions, seminars, and awards and putting together a fashion directory. I had my own column in the magazine then.

“Along the line, a lot of people started asking where they could find what. I tried to proffer solutions and translate certain dress codes. At a point I felt there was more I could do aside reporting fashion. I also noticed there was a huge gap between the fashion industry and the consumer. So, I decided to set up an agency to bridge that gap. This gave birth to Morsi Concept,” says Moriam, narrating how it all started.

Her career path was shaped by her childhood experience. “My mother was a fashion-conscious woman. She made me dress well and ensured that my siblings and I came out looking our best. This changed my orientation so much that all through medical school, I was always dressing impressively. When I was working as a journalist, I was called the ‘main fashionista’ because I never went to any event, looking dowdy. I was never seen as the regular journalist because I was always gorgeously dressed and this has helped me to date.”

Morsi Concepts is a publicity firm that is into the publicising of events, products and services via the media. It is the first fashion, beauty and lifestyle PR firm in Nigeria. “We have the editorial, on-line arm, event arm and PR arm. At Morsi Concepts, we help fashion professionals, beauty experts and other businesses put their brands out there,” she says.

Moriam whose clientele cuts across hairstylists, designers, makeup artists, salon owners, clubs, bars and everything relating to fashion and style, says she tries to get as professional and personal as possible with her clients. “l try to know things like their children’s names, schools and so on. Basically, I treat them like my own family and that way they tend to open up and confide in me. For some of my clients, I play the role of a creative director when they come with their issues. For instance, I have helped my clients to name their collections, come up with designs and turn their businesses around.”

Interestingly, the hardworking lady had to make some choices before leaving her job. And in her view, wanting to be different is the reason for taking that bold step. “I got many job offers with better pay pack but I turned them down. My colleagues laughed at me but I stuck to my guns. Though it was tough at first, but now I am thankful I took a positive move.”

According to her, the issues affecting Fashion PR in Nigeria are mediocre coming into the industry. ‘They have no professional know-how of how to run events. I see them in their numbers. They assume what we do is all there is to it and they offer services at a lower rate. At the end of the day, we have a lot of wounded clients because they have been disappointed,” she says.

In proffering solutions, she says: “If you know you have what it takes to do this job, then leave the one you are doing and face it squarely instead of deceiving people. I left mine and concentrated on the one I am doing today. You cannot be earning salary, charge absurd fee and make the profession look bad. I have met clients who complained that they met so and so people for PR services but they did not meet up to expectations.

“I cherish everything. I know that there are great prospects for this job. The fashion industry is growing tremendously. More designers are springing up with creative designs, more magazines are out there and we now have more across the border news. For me, everyday is a plus. The way we deliver, treat our clients like family and the quality services we render make us unique.

In overcoming the initial challenges posed by the nature of the job, she says: “Honestly, it is the Lord and the passion I have for the job that saw me through. Though it wasn’t easy at first but as time went by things became better and I am really grateful for my success so far. In terms of rewards from the job, I will say I am blessed. At least, I am paying my bills.”

On what inspired her, Moriam says with a beaming smile: “Betty Irabor inspired me greatly because she started this whole thing about making your mark. I had the opportunity of interviewing her once and she said to me: ‘Make your mark’. That statement stuck and this helped me a great deal.”

With fond memories, she talked about her growing up days. “I was brought up by Christian parents who ensured that we were well catered for. Growing up for me was fun, colourful, exciting, as we are a close-knit family.”

Moriam, who describes herself as open-minded, playful and shy, unwinds by watching movies, reading magazines and going for facial treatment.

She advises upcoming entrepreneurs in the business to be passion driven and find a professional publicist from whom to learn the ropes. They should also be focused and not let anybody discourages them.