In a world where innovation drives industry, Ifeoluwa Ariyo-Agbaje is at the helm of a profound transformation in public relations. As Co-Founder and CEO of GrittyPR, he is pioneering AI-powered solutions that are revolutionizing how brands, creators, and businesses engage with their audiences.
From his roots in Ado-Ekiti, Nigeria, where education was deemed the “meal ticket” and “greatest inheritance,” to the cutting-edge realm of AI-powered PR, Ifeoluwa’s journey is a testament to the transformative power of strategic communication and the relentless pursuit of innovation.
“My father’s words, that education was our ‘meal ticket’ and greatest inheritance, resonated deeply,” Ifeoluwa reflects, emphasizing the bedrock of his success. “Today, I can confidently say that ‘meal ticket’ continues to nourish me, not just materially, but also intellectually and professionally.” This foundation, coupled with a rich upbringing steeped in family values, integrity, and servant leadership, has propelled him to the forefront of a burgeoning creative PRtech industry.
“Beyond academic pursuits, my upbringing was rich with family values – integrity, love, the dignity of labor, and servant leadership… My formal education took me from Fountain of Knowledge Nursery & Primary School in Ado-Ekiti, to Hallmark Secondary School in Itanla, Ondo, and finally, to Babcock University in Ilishan-Remo, where I earned my Bachelor of Arts in History and International Studies. This foundation in history and international relations provided me with a critical lens for understanding global dynamics and the power of communication,” he reveals.
A Passion for Storytelling Meets AI Innovation
For Ifeoluwa, strategic communication is not just a profession; it is a calling. His journey began with the Babcock International Model United Nations (BIMUN), a project he co-founded alongside Samuel Chiemela. “Imagine building a brand from scratch, transforming an idea into a globally recognized platform,” he recalls. “That was my challenge and my passion.”
Driven by an insatiable intellectual curiosity, he pursued self-directed learning and enrolled in digital marketing courses at Lagos Business School, Pan-Atlantic University. The experience at BIMUN became a launchpad for his career, equipping him with critical communication skills that he has since applied across diverse industries—from non-profits to healthtech, venture capital, migration fintech, and now, creative PRtech.
“I was responsible for crafting BIMUN’s narrative, shaping its image, and amplifying its message to a diverse audience within the Model United Nations community,” he says.
Ifeoluwa’s professional odyssey is a tapestry woven with threads of strategic communications, entrepreneurship, and a profound commitment to social impact. From co-founding the Babcock International Model United Nations (BIMUN) and training thousands of young leaders, to spearheading global partnerships at Vesti, Flying Doctors Nigeria, Pesa, HealthCap Africa and now, as Co-Founder/CEO of GrittyPR, he has consistently demonstrated an uncanny ability to “connect people, ideas, and opportunities.”
Bridging AI and Public Relations: The GrittyPR Vision
Public relations is an industry built on trust, but in a digital landscape saturated with content, trust is harder than ever to cultivate. Ifeoluwa believes AI is the key to solving this challenge. “AI is not about replacing human creativity, but rather about augmenting it,” he explains. “By embracing AI, we can unlock new levels of efficiency, effectiveness, and impact.”
“This is precisely why Niyi and I co-founded GrittyPR, to be at the forefront of this transformation.”
At GrittyPR, Ifeoluwa is spearheading AI-powered tools that transform traditional PR workflows, this is not merely a concept; it’s a living, breathing embodiment of this vision.
“At GrittyPR, we’re building smart AI tools to make PR work easier and more effective,” he explains.
“Imagine having an AI Agent that finds the perfect journalists and influencers for your brand, based on what they’re already talking about.” This innovative approach, he believes, “means your pitches reach the right people, saving you time and boosting your chances of getting noticed.”
“Our AI listens to what people are saying about your brand online, tracks mentions, analyzes sentiment, and spots trends,” he elaborates. This allows brands to engage with their audiences in real-time, address potential crises swiftly, and tailor their messaging for maximum resonance.
Additionally, GrittyPR’s AI-driven analytics help companies measure the true impact of their PR campaigns. “For too long, PR has struggled to quantify its value. Our tools bridge that gap, connecting PR activities to tangible business results like website visits and sales conversions,” he says.
“AI is poised to revolutionize public relations and communications, especially within the dynamic creative economy,” he asserts. “AI’s ability to automate tedious tasks, like media list building and performance tracking, frees up professionals to focus on strategic thinking and creative ideation.”
The PR industry is undergoing a seismic shift, and one of the most exciting trends he is observing is AI-generated content. “Imagine an AI that helps a PR practitioner draft a compelling press release or a creator write catchy social media posts. That’s what we’re enabling at GrittyPR,” he shares. Moreover, influencer marketing is shifting from one-time endorsements to long-term partnerships, with AI playing a crucial role in identifying authentic brand ambassadors.
Navigating Government Negotiations, Investor Relations, and Crisis Management
With nearly a decade in strategic communications, Ifeoluwa has gained deep insights into the intricacies of stakeholder engagement. “Government negotiations hinge on active listening and bridge-building,” he notes. “Understanding the government’s perspective facilitates trust and mutually beneficial solutions.”
For investors, transparency is key. “Investors invest in vision and people. Open, honest communication builds lasting confidence,” he emphasizes.
And when it comes to crisis management, speed and accountability are paramount. “Silence amplifies problems. Acknowledge the situation promptly, communicate a plan, and take ownership, even amidst ambiguity. Also, authenticity and empathy are vital for rebuilding trust,” he advises.
“This approach, which I’ve cultivated through my work has proven invaluable in building and maintaining strong relationships and achieving impactful results.”
Empowering Africa: Social Impact and the Creative Economy
Ifeoluwa’s commitment to social impact in Africa is deeply ingrained in his work. “My commitment to social impact, particularly in health, education, and economic growth in Africa, isn’t just a personal passion; it’s a driving force behind my professional endeavors, especially at GrittyPR,” he affirms. “I believe that businesses have a responsibility to contribute to positive change, and I actively seek to integrate these values into my work.”
Through GrittyPR, he aims to “amplify their impact and build sustainable brands,” directly supporting economic growth and empowering individuals to pursue their passions, aligning with SDG 8, Decent Work and Economic Growth. Furthermore, his leadership in BIMUN and his work with AREAi underscore his dedication to “SDG 4, Quality Education.”
Through BIMUN, he has trained thousands of young leaders, fostering critical thinking, diplomacy, and active global citizenship. His work with organizations like AREAi has also advanced digital equity and access to quality education in Africa.
“Communication is the key to unlocking youth potential,” Ifeoluwa asserts. “We must create platforms for young people to share their ideas, engage with policymakers, and advocate for change.”
Thought Leadership: Driving Influence and Innovation
Ifeoluwa’s impact goes beyond his direct work in PRtech. He is a thought leader shaping conversations on technology, innovation, and entrepreneurship. He has spearheaded industry reports, such as the Healthtech Unicorns Report, and advisory resources like “The Element Guide to Scaling a Startup.”
His upcoming book, Only Mad Hires Get Married to the Company’s Vision, is poised to become a must-read for startup founders and executives. “It’s an ode to the relentless dedication of founders and the ‘mad hires’ who believe in their vision,” he says.
The Future of African PR: Opportunities and Challenges
Looking ahead, Ifeoluwa envisions a future where PR professionals in Africa are at the forefront of innovation and social change. “PR professionals in Africa stand at a pivotal juncture, where technology, social impact, the creative economy, and business growth converge,” he observes. “The opportunities are vast: we can amplify the stories of African innovation, drive social change through compelling narratives, fuel the burgeoning creative sector, and bridge the digital divide using cutting-edge tools.”
However, he acknowledges the challenges, including “adapting to the ever-evolving digital landscape, building trust in an age of misinformation, navigating cultural nuances with sensitivity, and demonstrating the tangible impact of our work.”
Ultimately, Ifeoluwa Ariyo-Agbaje’s journey is a powerful narrative of innovation, resilience, and a deep-seated commitment to empowering Africa. Through GrittyPR and his unwavering dedication to social impact, he is not just shaping the future of PR, he is shaping the future of the continent itself. His name will be remembered as a pioneer in the digital communications era.
