Media engagement and empowerment in Nigeria: Navigating complexity and multiple stakeholder interests

For the past three years iMedia has been providing strategic advice, research and online materials development relating to the Partnership for Engagement, Research and Learning, with DAI and Palladium.  PERL is a DFID-funded adaptively managed programme using a problem-driven iterative approach, testing out ways of working effectively with government and other stakeholders to support public sector reform in seven locations in Nigeria.

In a recent activity we reviewed current coverage of governance issues across the mainstream media and on social media platforms, identifying barriers to producing relevant and appealing content that engages citizens. We created and produced video-based learning materials to build trust between government communicators and media professionals, and enhance the quality of communication around budgeting, elections, policy and other governance issues.

For the first series of six learning modules our local partner Media Insight interviewed several well-known and respected media and governance experts who talk about how to ensure public sector reform issues get onto the media agenda, giving tips on good practice, such as writing a strong press release, and citing examples of government communicators and media houses who communicate and report effectively.