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Communication consultant, Chidorum Nwakanma, speaks to VICTORIA EDEME about his career in media relations
Have you always known that you would be a communication expert or had a different plan?
I wear many hats and play many roles as a communication consultant and executive. I render services in many areas of communication. I am passionately committed to deploying communications to further development in group and interpersonal relationships. I studied Mass Communication at the University of Nigeria, Nsukka. I obtained a master’s degree in Sociology from the University of Lagos and another in Media and Communication from the School of Media and Communication, Pan-Atlantic University. I am still on the quest. My secondary education foundation was at the United Christian Secondary School, Apapa, Lagos, and an exciting A-Level exposure at the Federal School of Arts and Science, Aba, Abia State.
Communication was a primary aspect of my aspirations and plans. In secondary school, I wrote reports of sporting events. I followed the newspapers early, buying the Evening Times on my way home and reading mainly the Daily Times that my dad brought home. I also spent time with the radio more than television.
 What sparked your interest in media and communications?
 I was inquisitive and wanted to know things beyond my immediate surroundings. I had the natural ability to write about places, people, and things. One thing led to the other. I remember reading an excerpt in class during Lower Six. There was silence. The tutor remarked afterward, ‘Here is the news!’ His comment was a validation and an indicator of what he perceived as my strength and direction. I grew up a bibliophile. I spent my allowance stocking my library rather than other hobbies and practices of young people. I always had a vade mecum (a handbook or guide that is kept constantly at hand for consultation) where I jotted stuff from my reading: a quotation here, a summary there. I found these invaluable when I started teaching.
 There are many people in the media and communication space. What did you want to do differently when you started your career?
 I didn’t want to be necessarily different, but better. As an undergraduate, I followed developments in the media. One significant influence was reading John Merrill’s masterpiece, ‘The Elite Press: Great Newspapers of the World’. It helped me understand the phenomenon of The Guardian at inception; it sought to do what the quality press does everywhere. From there, I looked for books on the press and communication generally. In public relations, I followed Cutlip & Center’s ‘Effective Public Relations’ and its evolution. That book is now in its 13th edition. A key to learning is mastery of your craft, whatever aspect of a field you follow.
 How would you describe your experience as a communications expert?
Working in communications has been enriching and enjoyable. Consulting opened me to a wide range of clients and experiences. The takeaway is that mastery of your field and core skills pays in many unexpected ways.
 How many books have you written in your field?
I have only one for now, though I have lined up four other titles. There is so much to contribute to knowledge in the various strands of Mass Communication, more so now that the National Universities Commission has dimensioned the discipline into seven distinct courses or areas. Another book tackles client relations management in public relations and the broad integrated marketing communication field. Client relations and media relations are pillars of the discipline. I call it ‘Romancing The King’. Then, there is a guidebook called ‘The Scope of Public Relations’. The other two look at journalism and broadcasting.
Can you highlight your latest book, ‘Media Relations Playbook’?
 I have been in public relations and communication for over 30 years as an in-house professional and external counsel. Media relation is a specialty central to public relations and communication practice. I paid deep attention to it and, over time, started sharing what I had learned at workshops. Those notes birthed the idea of the book. ‘Media Relations Playbook’ offers a guide to tested and proven routes to success in media relations management in Nigeria and Africa. The work explores and dimensions my experiences in the field, which I explore through 25 lessons. It fills a gap in theory and practice. The work underlines the priority and significance of media in communication and the imperative of handling media engagement professionally and strategically. It contains many cases. I share guidance and include templates. It is a how-to-do-it book.
Then, I went outside to add case studies from Airtel, International Breweries Plc, MTN Nigeria, and the American University of Nigeria to provide practical examples and insights. The 25 lessons cover various issues in media relations and managing the process. Some come as prescriptions and guidance. They include clarity about objectives, audiences, and deliverables, having a clear strategy, the need for a distinct media engagement plan, and taking charge and telling your story. I urge the media relations executive to ‘write different versions to reflect media types’, stick to the positive, expect various responses, including the not salutary, and never make ‘off the record’ comments. In a part of the book, I shared the fascinating narrative of my research, measurement, and evaluation journey. It includes my work in Cadbury Nigeria, the discipline’s concern with research and evaluation, the 2002 International Public Relations Association Conference in Cairo, Egypt, and how the public relations world dumped advertising value equivalents for the Barcelona Principles.
The many nuggets in this book include the advice to focus on relationships and not transactions, ‘Think as Noah did’, agree on results criteria upfront, and ‘do not work for free; seek and get a consideration’. The guidance on fees is crucial as professionals in the industry report many instances of underpayment or even clients, friends, and associates taking their services for granted. ‘Media Relations Playbook’ is timely. Nigeria’s National Universities Commission divided Mass Communication into seven domains, with public relations as a distinct domain.
 What is the relationship between media relations and public relations?
 Media relations is central to public relations, and I hope the book serves as a guidebook for media relations and broader public relations. It is necessary now to provide context and literature to support the standalone public relations course. Media executives will find a three-in-one book. One section offers a kaleidoscopic view of public relations, like an introduction to the discipline. After writing it, initial reviewers pointed out that the section could be a book. I am working to expand it and deliver it as ‘Public Relations Fundamentals’. Another section shares theory and practice, followed by practitioners’ experiences. Professionals in IMC find the ‘Media Relations Playbook’ handy for referencing good practice.
 What inspired you to write the book?
First, I had to document what I was doing. As I shared knowledge at the Public Relations Master Class sessions of the Public Relations Consultants Association of Nigeria; I found that the ideas resonated with many participants. There is insufficient literature exploring aspects of public relations theory and Nigerian practice. Over many years running agencies, it was distressing to meet eager young people, highly motivated but lacking in foundational knowledge. Someone comes with an Upper Honours in Mass Communication. He tells you he also took public relations as a course. You then give him the assignment to write a media plan for a current task. Three hours later, you find him still biting the nib of his pen. No one prepared him for such nitty-gritty. The urge to assist young people in avoiding the mistakes of the past and practicing better was a strong motivation.
 What is the role of the media and communication in governance?
 Media and communication play crucial roles in governance. The key roles are informing the public, setting the agenda for public discourse through what they highlight or neglect in the news, holding leaders accountable or the watchdog role, and promoting civic engagement. Media and communication also build public trust in government through fair and balanced coverage. Transparent and honest communication from the government fosters trust and partnership between citizens and their leaders.
Conversely, communication strategies ensure that government information is accessible and straightforward, promoting transparency and public understanding. Effective communication enables the government to engage in public discourse, respond to concerns, and shape public understanding of complex issues. Note that the role of media and communication can also be problematic. There is the phenomenon and problem of fake news, misinformation and disinformation, negative politics, media bias, and limited access to information. These problems further underline the imperative of sound media relations management.
 Public relations practice in Nigeria has witnessed steady and significant growth. How do you rate the performance of the discipline?
 A standard indicator is the level of professionalism. On this score, public relation in Nigeria scores an average rating. It could be better, but it suffers a critical reputation deficit because it is labelled in Nigeria as a conduit for underhand dealings. ‘Make we do PR for am’ is usually a code for underhand stuff. The industry is fighting it, thankfully. However, since the 1990 revamp of the NIPR under Mazi Okereke’s leadership, public relations in Nigeria emphasised qualifications, standards, ethical orientation, and all the indices of professionalism. Successive administrations grew on this, including enhancing professional examinations at all levels. For instance, to become a Fellow, you must submit a thesis and show proof of your contributions.
There is more. Another way of assessing is to interrogate the profession in its environment. Many organisations have confirmed its status as an essential management discipline of the modern age by deploying public relations and engaging its professionals in high-level positions. Indeed, as far back as 2009, the official journal of the Public Relations Consultants Association of Nigeria, PR Review, noted the rise of public relations to top management and the board in a cover story.
  Who should also read your latest book besides media executives?
 The book is relevant to IMC students in communication, advertising, marketing, and journalism. It will also be helpful to those in the social sciences. Moreover, because of media’s centrality in today’s world, executives in whatever field will find it helpful to grasp issues around the functioning of this all-embracing tool and discipline.
 Can you share some insights into the process of writing the book?
 First, it took longer than I anticipated. While I thought I would be through in two years because I had elements of the book in various places, it took four years. It was not as easy as converting my PowerPoint notes into prose. I had to find a format for a hypothesis, thesis, and antithesis. Framing the 25 areas of inquiry was challenging. The other question was deciding on an approach. For instance, at one point, it was the ‘25 Commandments of Media Relations’. That led to framing the injunctions as ‘Thou Shall Do This or Not Do That’. I found on interrogation that the approach would not have a universal appeal.
What challenges did you encounter while writing the book, and how did you overcome them?
Time was a central challenge. I had a day job and other tasks. A second is the lackadaisical responses to surveys by Nigerians. We are all guilty but the poor response was a dampener that also changed the format and approach to specific topics. However, as a researcher, I was familiar with this pattern. The book benefitted from the expertise of the village. You know the saying that it takes a village to raise a child? I subjected this child to that process with its advantages and disadvantages. An advantage was benefitting from the counsel of many. The disadvantage is the danger of losing traction from one or two strong opinions. Even after the book seemed ready, seeking more counsel assisted me in overcoming some significant missteps. The upcoming books will take less time.
 What advice would you give those interested in the communication field?
Do not hesitate to get involved. The communication field keeps opening up and expanding in scope, breadth, and dimension. When I graduated, the options seemed to be either print, broadcasting (radio or TV), or marcomms (public relations and advertising). There was only mass communication. As an academic field, the NUC has splintered mass communication into seven distinct areas. In the field, there is so much more. I wrote in the book that public relations alone has about 28 subfields; PRCAN members offered service in 21 areas, according to our 2014 survey.
 How long have you been married? How many children do you have?
 I have one daughter, and I am a widower. I earned the right to an MBA (Marital Begin Again) and will soon enrol.
  What would you describe as the biggest challenge you have faced in life?
 I confront the challenges that come my way, either in my career or personal life, with equanimity and faith. I face them, overcome them, and move on. Challenges come with being alive. I have had many encounters, including close ones with armed robbers in Nigeria and Uganda. They only strengthened my faith.
 What was the highest point of your career as an individual?
I have yet to reach such a point. There is so much more to do. I look forward to new challenges and experiences.
What are you most fulfilled about?
 I am fulfilled working in the vocation and profession I desired from childhood. I have worked in book publishing, corporate communication, journalism, and public relations. One area reinforces the other. They are all in communication.

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