NCDMB to media practitioners: Promote local content through strategic communications

Communicators and media practitioners across Nigeria have been challenged to actively engage in promoting local content through what he termed “Strategic Communications.”

Dr. Obinna Ezeobi, the Manager of Media and Publicity at the Nigerian Content Development and Monitoring Board (NCDMB), gave this challenge to media professionals and educators during the 14th Annual Jacksonites Lecture titled “Local Content, National Development, and Strategic Communications Imperative,” held at the Princess Alexandra Auditorium (PAA), University of Nigeria, Nsukka on Thursday.

As the Guest Speaker at the Annual Jacksonites Lecture, Dr. Obinna emphasized the importance of promoting local content. He explained that local content refers to the extent to which local skills, resources, and services are utilized in the construction or maintenance of an asset or service in an industry, rather than relying on external sources.

Furthermore, he described Local Content as “Do it Here and Create Jobs.”

He urged communication tutors and media experts to employ what he termed Strategic Communications to promote local content in the country, which he believes is a crucial ingredient in Nigeria’s development.

Expounding on this point, he stated, “If you do well in implementing and you fail to communicate, you have failed…. Take interest in things that matter,” he emphasized.

He further highlighted the significance of the oil industry in Nigeria’s economy, stating, “90% of the income of this country from foreign lands comes from the oil industry. So, that being said, it means the oil industry is critical for our national economy, right? So, having understood that, you ask yourself, how do we make sure that this important sector of the economy is able to maximize value?”

Therefore, he urged media professionals to recognize that the promotion of local content is the surest way to national development, calling on them to rise to their responsibilities.

To illustrate, he noted, “If you do not have things domiciled here, you can’t develop.”

Moreover, he emphasized the importance of crafting headlines and structuring news content to help people understand the implications of events and how they affect their environment, rather than simply presenting surface-level news designed to attract audiences.

Dr. Obinna outlined broad-based awareness campaigns, humanized communication, creating credible profiles, critical research, taking a proper media position, sincerity, and always creating channels as integral elements of Strategic Communications in promoting local content in Nigeria.

In addition, he challenged communication educators to connect their teachings to real-life experiences.

“I challenge those teaching communication to connect to lives and experiences. Connect whatever you are saying to people so it resonates with audiences,” he advised.

Furthermore, the media veteran recommended that energy communications be incorporated into mass communication programs at the undergraduate level. He argued that this is part of “taking interest in what matters” to effectively promote national development.

Dr. Ezeobi, however, warned that if Nigeria is to experience true development, the local content policy must be adopted across all sectors, as local content enablement is a catalyst for growth. He emphasized that development requires simultaneous progress across all industries.

Consequently, he urged all sectors to embrace the local content policy while acknowledging the efforts of some government agencies in adopting it to strengthen national development.

Additionally, he strongly warned the government and incoming administrations against discarding the development plans of previous administrations. He criticized the lack of continuity as a major hindrance to the nation’s progress.

He lamented, “Each administration has its development plan, but there is no continuity.”

Notably, he pointed out that the 8-Point Agenda introduced by President Bola Ahmed Tinubu aligns with the Local Content Policy.

“Tinubu’s 8-Point Agenda is in sync with local content,” he reassured Nigerians.

Dr. Obinna went on to explain how the oil and gas sector, regarded as a forerunner in adopting the local content policy, had greatly benefited from the policy enacted in 2005.

He revealed that before the enactment of the NOGICD Act, Nigeria spent about 30 trillion naira abroad, with only stipends and crumbs left in the country. However, after the enactment and deliberate implementation of the Act, approximately 12 trillion naira is now being retained in the country per year—demonstrating how the local content policy is prospering the oil and gas industry.

The 14th Jacksonite Lecture was organized by the Head of the Department, Prof. Michael Ukonu, who, alongside his team led by Dr. Nwachukwu, organized the event to train staff, alumni, media practitioners, and students on utilizing the media to promote national development.

By Joshua Eesuola