Education

Dangote trains journalists, charges them on professionalism, high ethical standard

President of the Dangote Group, Aliko Dangote has charged media practitioners on professionalism and high ethical standard in the discharge of the duties as the watchdog of the society.

Pelican Brief

Penpushing reports that the business mogul made this known during a three-day training for journalists across the South-West geo-political zone in the country, was sponsored by the Pan-African conglomerate.

The Senior General Manager, Branding and Communication, Dangote Industries Limited, Mr. Sunday Esan,addressing the participants on behalf of  Dangote pointed out that  the role of the journalists is very critical in the society as both the governed and the government rely solely on the media for information to better the society.

Penpushing further reports that, he added that media practitioners could not afford to be less professional and ethical to meet the yearnings of the society.

The President pointed out that, that was the reason for sponsoring the training which aimed at fine tuning the journalists for modern day expectation in view of the evolution of the social media.

Penpushing also reports that, participating journalists were encouraged to cultivate entrepreneurial spirit and skills in the use of new technology in order to remain relevant in the media and communication, stressing on need for them  to always look at the business side of the practice while discharging their duties.

The guest lecturer, Dr. Victor Ogwezzy stated that though the ethics of the profession of journalism remain sacrosanct, the practitioners must not lose sight of the marketing side of their job.

Penpushing reports that, the Communication and Brand management expert said marketing in the media is everybody’s business ,noting that without, no media organization would survive.

The resource person said media practitioners should be mindful of their own personal survival and that of the organizations in which they are working and take marketing seriously.

Penpushing further reports that, he mentioned some newspapers which bothered less about marketing side of the business, but which today are now off newsstand and thus throwing their workers into the unemployment market.

The lecturer who is the Chief Responsibility Officer of B2B Matrix Ltd., said journalists also have the responsibility to ensure contents in their newspapers, radio and television are good enough to attract quality readership and audience which will translate to income through advertisement.

Penpushing also reports that, he  explained that gone were the days  where the business of marketing was left purely for the business development executives in the media organizations and that journalists equally has roles to play in marketing.

The media expert added that some media organizations’ inability to pay their workers could be partly attributed to non-recognition of seriousness and importance of marketing in the media.

Penpushing reports that, another speaker, Dr. Jide Johnson, underscored the importance of the media in the society, saying no one can do without Newspaper, radio, television, phone, data, airtime, which are examples of media.

The seasoned media practitioner who is the Director, Special Programmes at the Nigerian Institute of Journalism (NIJ) said journalists should be conscious of the huge responsibility put on their shoulders by the Nigerian Constitution, which is holding government accountable for its actions and serving as the voice of the people.

Penpushing further reports that, Johnson noted that journalism today thrives much in technology, making a journalist a global correspondent, but however, warned journalists against being too emotionally attached to their present employers but learn to develop their own blogs and upload their works there, which they can later develop into books written by them.

The resource person spoke about the convergence media as a situation where new media platforms have all become major source information so much so that a modern day media practitioner cannot wish away and of the platform.

The Director explained that media practitioners should see the social media as a tool to be deployed for efficiency and effectiveness as doing otherwise will impact negatively on the journalists’ job.

Penpushing also reports, that another media guru, Lekan Otufodunrin in his paper stressed the importance of new media in journalism work and the need for all practitioners to rise to the occasion.

The former Managing Editor and a Media Career Development Specialist regretted that some media practitioners still delude themselves by thinking they are gate keepers arguing rhetorically that social media had since dismantled that gate and the access to information had been wide open.

“Without using social media functionally, some of us will soon be irrelevant in the media profession. With social media, some of us can be bigger brands than the companies we work for. There is more to social media than social, its a professional tool for the new age journalist”, he declared.

Penpushing reports that, Otufodunrin explained to the participants that using social media is not an option for modern day journalists or media professional, as it can make or mar the progress they can make in the profession, noting that publishing online without using social media will not give you maximum reach for content.

“There is more to social media than sharing your content; you need to engage with content of others. Social media platforms are now one of the major sources of information we need as journalists. Replacing press statements;  It is complimentary; It is liberating; It makes us a global brand and It enhances our reach.”

Penpushing further reports that, the training themed “The Convergence Journalism” was organized by Dangote  company in collaboration with Folio Media and Creative Academy

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