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The Role of Media Monitoring in Shaping Government Communication Strategies

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TMKG Consulting P+ Measurement MMAG Philip Odiakose

By Philip Odiakose

In governance, understanding public sentiment and effectively responding to emerging issues are important metrics that determine the success of public administration. The modern media landscape, characterized by the rapid dissemination of information across newspapers, websites, and social media, poses both opportunities and challenges for government officials.

This dynamic environment necessitates a robust strategy to monitor and analyze media content to stay abreast of public perceptions and concerns. Media monitoring services provide this critical function, offering a comprehensive overview of how government actions are being perceived and discussed in the public domain.

Media monitoring services encompass the systematic tracking of media content, including news articles, online discussions, and social media posts. These services employ sophisticated tools and methodologies to capture and analyze a vast array of data, allowing government officials to gauge the tone and sentiment of public discourse.

By doing so, they provide invaluable insights into the effectiveness of government communication strategies, the reception of policies, and the prevailing public mood. This information is essential for crafting responsive and transparent government communications, thereby fostering public trust and engagement.

A compelling case study illustrating the impact of media monitoring services involves a state government in Nigeria that sought to enhance its understanding of public sentiment and refine its communication strategies. The state government engaged a Media Monitoring and Intelligence consultancy to support its media team in tracking and analyzing media coverage, including newspaper articles and web media content.

The consultancy’s task was to provide a detailed report reflecting the media and public sentiment surrounding the government’s initiatives and policies. The goal was to gain a nuanced understanding of how the government was perceived and to identify areas for improvement in communication.

The consultancy conducted a comprehensive analysis, beginning with a sentiment analysis to categorize media coverage as positive, negative, or neutral. This step was critical in assessing the overall tone of media reporting and public discussions.

Following this, the consultancy performed a SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) on the media content related to the state government. This analysis provided a deeper insight into the specific aspects of the government’s image that were being highlighted in the media, identifying both commendable actions and areas that attracted criticism.

Based on the findings, the consultancy delivered a report that included recommendations and advisory notes on how the state government’s media team could enhance their communication efforts. The report highlighted the need for targeted communication campaigns to address negative perceptions and reinforce positive narratives.

For example, if the media sentiment analysis revealed criticism of the government’s healthcare policies, the consultancy recommended launching a focused campaign to showcase successful healthcare initiatives and directly address public concerns. The report also advised on the importance of proactive media engagement and transparency to mitigate the impact of negative coverage and rumors.

In this case study, the consultancy’s work demonstrated the significant role of independent media monitoring services in providing an unbiased assessment of the government’s public image. By offering objective data and analysis, the consultancy enabled the state government to make informed decisions about its communication strategies and public engagement. This independent perspective was particularly valuable in ensuring that the government received a clear and accurate picture of public sentiment, free from internal biases that could otherwise skew perceptions.

In conclusion, media monitoring services are an indispensable asset for governments aiming to stay informed about public sentiment and effectively manage their public image. They offer a comprehensive and objective analysis of media coverage, providing actionable insights that can guide government communication and policy decisions.

The case study involving the state government and the Media Monitoring and Intelligence consultancy underscores the critical importance of these services in fostering responsive and transparent governance. As the media landscape continues to evolve, the value of media monitoring services will only grow, making them an essential tool for any government committed to understanding and engaging with its citizens.

This case study highlights the broader implications for all levels of government, emphasizing the need for investment in media monitoring and intelligence services to ensure that public officials remain connected with the populace and responsive to their needs. The insights gained through these services not only help in shaping better policies but also in building a more informed and engaged citizenry.

As governments worldwide grapple with the challenges of the information age, the strategic use of media monitoring services will become increasingly crucial in navigating the complex landscape of public opinion and media influence.

Philip Odiakose is a leader and advocate of Media Monitoring, PR measurement and evaluation in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC 

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The Future of Payments: Key Trends to Watch in 2025

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Luke Kyohere

By Luke Kyohere

The global payments landscape is undergoing a rapid transformation. New technologies coupled with the rising demand for seamless, secure, and efficient transactions has spurred on an exciting new era of innovation and growth. With 2025 fast approaching, here are important trends that will shape the future of payments:

1. The rise of real-time payments

Until recently, real-time payments have been used in Africa for cross-border mobile money payments, but less so for traditional payments. We are seeing companies like Mastercard investing in this area, as well as central banks in Africa putting focus on this. 

2. Cashless payments will increase

In 2025, we will see the continued acceleration of cashless payments across Africa. B2B payments in particular will also increase. Digital payments began between individuals but are now becoming commonplace for larger corporate transactions. 

3. Digital currency will hit mainstream

In the cryptocurrency space, we will see an increase in the use of stablecoins like United States Digital Currency (USDC) and Tether (USDT) which are linked to US dollars. These will come to replace traditional cryptocurrencies as their price point is more stable. This year, many countries will begin preparing for Central Bank Digital Currencies (CBDCs), government-backed digital currencies which use blockchain. 

The increased uptake of digital currencies reflects the maturity of distributed ledger technology and improved API availability. 

4. Increased government oversight

As adoption of digital currencies will increase, governments will also put more focus into monitoring these flows. In particular, this will centre on companies and banks rather than individuals. The goal of this will be to control and occasionally curb runaway foreign exchange (FX) rates.

5. Business leaders buy into AI technology

In 2025, we will see many business leaders buying into AI through respected providers relying on well-researched platforms and huge data sets. Most companies don’t have the budget to invest in their own research and development in AI, so many are now opting to ‘buy’ into the technology rather than ‘build’ it themselves. Moreover, many businesses are concerned about the risks associated with data ownership and accuracy so buying software is another way to avoid this risk. 

6. Continued AI Adoption in Payments

In payments, the proliferation of AI will continue to improve user experience and increase security.  To detect fraud, AI is used to track patterns and payment flows in real-time. If unusual activity is detected, the technology can be used to flag or even block payments which may be fraudulent. 

When it comes to user experience, we will also see AI being used to improve the interface design of payment platforms. The technology will also increasingly be used for translation for international payment platforms.

7. Rise of Super Apps

To get more from their platforms, mobile network operators are building comprehensive service platforms, integrating multiple payment experiences into a single app. This reflects the shift of many users moving from text-based services to mobile apps. Rather than offering a single service, super apps are packing many other services into a single app. For example, apps which may have previously been used primarily for lending, now have options for saving and paying bills. 

8. Business strategy shift

Recent major technological changes will force business leaders to focus on much shorter prediction and reaction cycles. Because the rate of change has been unprecedented in the past year, this will force decision-makers to adapt quickly, be decisive and nimble. 

As the payments space evolves,  businesses, banks, and governments must continually embrace innovation, collaboration, and prioritise customer needs. These efforts build a more inclusive, secure, and efficient payment system that supports local to global economic growth – enabling true financial inclusion across borders.

Luke Kyohere is the Group Chief Product and Innovation Officer at Onafriq

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Ghana’s Democratic Triumph: A Call to Action for Nigeria’s 2027 Elections

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In a heartfelt statement released today, the Conference of Nigeria Political Parties (CNPP) has extended its warmest congratulations to Ghana’s President-Elect, emphasizing the importance of learning from Ghana’s recent electoral success as Nigeria gears up for its 2027 general elections.

In a statement signed by its Deputy National Publicity Secretary, Comrade James Ezema, the CNPP highlighted the need for Nigeria to reclaim its status as a leader in democratic governance in Africa.

“The recent victory of Ghana’s President-Elect is a testament to the maturity and resilience of Ghana’s democracy,” the CNPP stated. “As we celebrate this achievement, we must reflect on the lessons that Nigeria can learn from our West African neighbour.”

The CNPP’s message underscored the significance of free, fair, and credible elections, a standard that Ghana has set and one that Nigeria has previously achieved under former President Goodluck Jonathan in 2015. “It is high time for Nigeria to reclaim its position as a beacon of democracy in Africa,” the CNPP asserted, calling for a renewed commitment to the electoral process.

Central to CNPP’s message is the insistence that “the will of the people must be supreme in Nigeria’s electoral processes.” The umbrella body of all registered political parties and political associations in Nigeria CNPP emphasized the necessity of an electoral system that genuinely reflects the wishes of the Nigerian populace. “We must strive to create an environment where elections are free from manipulation, violence, and intimidation,” the CNPP urged, calling on the Independent National Electoral Commission (INEC) to take decisive action to ensure the integrity of the electoral process.

The CNPP also expressed concern over premature declarations regarding the 2027 elections, stating, “It is disheartening to note that some individuals are already announcing that there is no vacancy in Aso Rock in 2027. This kind of statement not only undermines the democratic principles that our nation holds dear but also distracts from the pressing need for the current administration to earn the trust of the electorate.”

The CNPP viewed the upcoming elections as a pivotal moment for Nigeria. “The 2027 general elections present a unique opportunity for Nigeria to reclaim its position as a leader in democratic governance in Africa,” it remarked. The body called on all stakeholders — including the executive, legislature, judiciary, the Independent National Electoral Commission (INEC), and civil society organisations — to collaborate in ensuring that elections are transparent, credible, and reflective of the will of the Nigerian people.

As the most populous African country prepares for the 2027 elections, the CNPP urged all Nigerians to remain vigilant and committed to democratic principles. “We must work together to ensure that our elections are free from violence, intimidation, and manipulation,” the statement stated, reaffirming the CNPP’s commitment to promoting a peaceful and credible electoral process.

In conclusion, the CNPP congratulated the President-Elect of Ghana and the Ghanaian people on their remarkable achievements.

“We look forward to learning from their experience and working together to strengthen democracy in our region,” the CNPP concluded.

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The Need to Promote Equality, Equity and Fairness in Nigeria’s Proposed Tax Reforms

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By Kenechukwu Aguolu

The proposed tax reform, involving four tax bills introduced by the Federal Government, has received significant criticism. Notably, it was rejected by the Governors’ Forum but was still forwarded to the National Assembly. Unlike the various bold economic decisions made by this government, concessions will likely need to be made on these tax reforms, which involve legislative amendments and therefore cannot be imposed by the executive. This article highlights the purposes of taxation, the qualities of a good tax system, and some of the implications of the proposed tax reforms.

One of the major purposes of taxation is to generate revenue for the government to finance its activities. A good tax system should raise sufficient revenue for the government to fund its operations, and support economic and infrastructural development. For any country to achieve meaningful progress, its tax-to-GDP ratio should be at least 15%. Currently, Nigeria’s tax-to-GDP ratio is less than 11%. The proposed tax reforms aim to increase this ratio to 18% within the next three years.

A good tax system should also promote income redistribution and equality by implementing progressive tax policies. In line with this, the proposed tax reforms favour low-income earners. For example, individuals earning less than one million naira annually are exempted from personal income tax. Additionally, essential goods and services such as food, accommodation, and transportation, which constitute a significant portion of household consumption for low- and middle-income groups, are to be exempted from VAT.

In addition to equality, a good tax system should ensure equity and fairness, a key area of contention surrounding the proposed reforms. If implemented, the amendments to the Value Added Tax could lead to a significant reduction in the federal allocation for some states; impairing their ability to finance government operations and development projects. The VAT amendments should be holistically revisited to promote fairness and national unity.

The establishment of a single agency to collect government taxes, the Nigeria Revenue Service, could reduce loopholes that have previously resulted in revenue losses, provided proper controls are put in place. It is logically easier to monitor revenue collection by one agency than by multiple agencies. However, this is not a magical solution. With automation, revenue collection can be seamless whether it is managed by one agency or several, as long as monitoring and accountability measures are implemented effectively.

The proposed tax reforms by the Federal Government are well-intentioned. However, all concerns raised by Nigerians should be looked into, and concessions should be made where necessary. Policies are more effective when they are adapted to suit the unique characteristics of a nation, rather than adopted wholesale. A good tax system should aim to raise sufficient revenue, ensure equitable income distribution, and promote equality, equity, and fairness.

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