MY “WHY”: How I chose to pursue public relations and launch Topeka’s first PR firm (the journey might surprise you)

"I took the bold step toward business ownership—because my why is greater than my fears."

Have you ever felt muzzled—like you couldn’t, or didn’t know how to, share your story? Have you ever put on a façade because, frankly, you didn’t know better?

For many years, that was my reality. I lived in my head, scared that if people knew I was raised, thought or moved differently, I wouldn’t fit in. I stayed silent when it came to my truth. I feared rocking the boat, so I chose not to row.

As I’ve navigated my 20s, I’ve realized the unique story each of us carries is the very thing fueling our purpose and power. I’ve learned that to seek belonging—the state of finding community and being accepted for your real, genuine, sometimes-cringe self—is a much more worthy pursuit than changing or silencing who you are to fit in with a crowd.

That leads me back to public relations, and how I became the owner of Topeka’s only PR firm, Local Lens PR.

REFINING MY CRAFT

I’m India Yarborough, a Mississippi native turned Topekan by way of New Orleans. Growing up in a place like Mississippi, you start to pick up on the power of storytelling.

I chose to study journalism at my alma mater, Loyola University New Orleans, because I wanted to share the overlooked stories of individuals and communities. I knew there was something about storytelling that built trust, inspired empathy and spurred connections. It helped that I was constantly curious and tried to ask more questions than I answered, which made me a strong interviewer.

With a little college refinement, I became a reporter. Local internships at my independently owned hometown newspaper, The Commercial Dispatch, set me up for success. I had the opportunity to write more than a hundred articles over the course of a couple summers there.

Where I would work after college was my next big question.

STEPPING OUT ON FAITH

The day before graduating, having never visited Kansas, I accepted an offer to become The Topeka Capital-Journal’s business reporter. Little did I know the path it would send me down.

In summer 2019, I made the journey to Topeka. For about two-and-a-half years I covered the capital city’s business scene. I prioritized fair, thoughtful storytelling that touched on everything from community developments to property neglect to the passionate, resilient stories of Topeka’s small business owners.

As much as I enjoyed journalism and collaborating with peers in the industry, I felt called in a different direction. That call led me to The Greater Topeka Partnership, where I started as Communications Manager and left after more than three years, as Vice President of Marketing & Communications.

Through journalism, nonprofit communications and my community involvement, I learned the power of public relations. At the same time, I recognized a need wasn’t being met.

PURSUING MY PASSION

PR is storytelling that speaks to the heart. It seeks to make people feel something, inspiring trust and cultivating confidence.

While reporting, small business owners were surprised when I contacted them. “No one has ever reached out to tell our story before,” they would say. As a communications professional, I interfaced with nonprofit leaders who needed help spreading the word about their causes and impact.

Meanwhile, the capital city of Kansas didn’t have a PR firm. I knew it was an opportunity. “If not me, who?” I thought. “If not now, when?”

I took the bold step toward business ownership—because my why is greater than my fears.

My why is connection. My why is community. My why is providing hope to business owners who know they have a story to tell, even if they don’t yet know how to share it.

I now work daily through Local Lens PR to amplify the authentic light shining from each client, crafting and highlighting each story, pitch, and project with care and community at the core.