By Precious Iwuoha

The Department of Mass Communication, Caleb University, Imota, Lagos State has charged students to explore the growing influence of branding, communication strategies, and technology in shaping the future of the media industry.

This was the focus at a media consultancy campaign organised for the 300 level students of the department with the theme, “Empowering Brands: Transforming the Future of the Media.”

Speaking at the event, Mrs Amina Omoike, an advertising expert,
explained that every brand is a media organisation because every brand communicates a message to its audience.

She described Caleb University as a brand and emphasised that organisations must pay attention to their reputation, communication style, and relationship with their audiences.

Mrs Omoike stated that media consultancy is the role of an expert who provides professional advice and strategies to brands and media organisations. She highlighted different forms of media, including television, magazines, and digital platforms, as important tools for communication.

She also identified strategic planning, digital messaging, data interpretation, and emotional intelligence as important skills needed in media consultancy, noting that understanding audiences remains a key part of effective communication.

Dr Monday Ashibogwu , Group CEO, Billsbox Services Limited,
shared personal experiences from his academic journey and encouraged students to view media consultancy as a field that requires creativity, professionalism, and problem-solving skills.

He explained that media consultants help brands identify communication challenges and develop strategies to improve their public image. He challenged the students to think about their responsibilities as future media consultants and asked them how they would approach real-life communication challenges.

Dr Ashibogwu also discussed the growing influence of Artificial Intelligence (AI) in media consultancy and explained how technology is changing the way media professionals create content, analyse information, and develop strategies.

While speaking on the media industry, Dr Ashibogwu explained the difference between media practitioners and media consultants, adding that journalism, public relations, and media consultancy all contribute to effective communication.

Mrs. Joy Joseph, the Course Lecturer explained that the programme was an avenue for the students to learn from professionals and horn their skills in communications and media consultancy.

“The event was organised to expose the students to best practices in media communications and consultancy. To let them know that there are opportunities in strategic communications where in the changing world of technology, they can use communication to solve problems and make impact.”

The programme was attended by distinguished members including the Dean, College of Communication and Media Studies, Dr Kayode Okunade; Head of Department (HOD) Mass Communication, Dr Sunday Ogbonna; Dr Solomon Oyeleye; Mrs Funmi Falobi; Dr Samson Bello; Dr Charles Adewale.

The event empowered students where they gained more knowledge about the future of the media profession. There were group presentations by the students on strategic communications, event planning and branding. The event left the students with valuable lessons on branding, innovation, and the changing opportunities within the media industry.