Why Media Monitoring is Vital during Political Campaign

Image

By Covenant Umoru

During political campaigns, the media provide an invaluable channel of information between opponents and the public. By providing a pitch for public debate and informing citizens of the policies and platforms of candidates and parties, the media enable voters to make an informed decision when they cast their ballots.

Monitoring the media during political campaigns is as important as organizing a campaign. Electoral success is not just anchored on a widespread campaign soliciting votes and support from the masses, monitoring, evaluating and analyzing salient metrics is key to electoral success. We will be highlighting the key benefits of Media Monitoring during Political campaigns.

Identifying negative media mentions

You can be assured that as a political figure vying for a position, getting a lot of media mentions as elections edge close is non-negotiable. The certainty of this, calls for thorough media tracking, as your figure is exposed to both positive and negative mentions in the media. Negative media mentions, if not swiftly identified and managed, can pose a lot of threats to your candidature. It stains your image, malign your character and can serve as a weakness against your competitors.

Media monitoring helps you identify negative media mentions, the degree of its impact, source(s) and how to be strategic about it.

Track opposition media engagement

Benchmarking against your competitors during an election cannot be over-emphasized. It is the principal strength you can use to achieve electoral success. As a politician vying for an elective position, tracking your opposition media engagement should be on your card. A detailed report of their media engagement, reach and influence will help you make accurate communication decisions.

Identify key opinion leaders and influencers

Key opinion leaders (KOLs) are people or organizations that have such a strong social status that their recommendations and opinions are listened to when making important decisions. During elections, opinion leaders act as an intermediary between politicians and potential voters. They obtain information about the candidate, summarize it, and convey it to their followers, in a bid to influence their voting decision.

Media monitoring helps identify this set of people, the strength of their followers and possible ways to leverage their influence to your advantage.

Track policy Agenda of parties

In politics, a policy agenda refers to a list of KPIs or challenges to which government officials, as well as individuals outside the government, are paying serious attention. During political campaigns, parties roll out the agenda they hope to accomplish if elected into power. To a large extent, this agenda is what endears the masses to them. Most parties formulate their agenda as a solution to the lapses of the government in power.

On the heels of a political campaign, it is important to track, evaluate and analyze the policy agenda of your competitors against yours. Knowing their strength and weakness will help you draft a more thorough and incisive agenda, addressing the yearnings of the masses.

Understand the sentiment of voters

Every voter possesses a biased opinion for political parties and candidates, premised on several factors like religion, ethnic affinity, geographical location, etc. These sentiments have a not too small impact on voters’ choice on the ballot paper. Understanding the basis of voters’ sentiments, how they are formed, factors influencing their sentiment and its predictable impact on their ballot decision should be paramount to any political aspirant.

Media monitoring and analysis can help unravel these well-knotted sentiments, and how an aspirant can leverage them for political success.

Identify upcoming events to leverage

It’s an irrefutable fact that campaigning seasons are usually eventful, filled with camaraderie, pomp and pageantry. These events can serve as a vehicle that drives an aspiration to succeed in the polls. However, not all events political and non-political are viable means of reaching and influencing potential voters.

The place of media monitoring is to help identify relevant events that can be leveraged to reach and influence voters.

On account of the aforementioned, it is glaring that media monitoring is an indispensable element for a political campaign. While the list is not exhaustive, it covers key elements that should be of paramount importance to an aspiring officeholder. P+ Measurement Services a leading media monitoring and intelligence agency in Nigeria can help you leverage Media Monitoring and Evaluation as political campaigns are in motion towards the 2023 elections.

Covenant Umoru is a media analyst at P+ Measurement Services, a leading media monitoring and intelligence agency in Lagos, Nigeria

Share
Related Stories
Image
19-November-2023

Why Sanofi is Not Exiting Nigeria, Changing its Global Business Model

By Sunkanmi Vaughan The reason is unusual and too technical for most people to understand, including most journalists who cover business and political news. As one with an understanding of that highly technical professional sector, I will break down the technicality in the Sanofi strategy for easy understanding and explain why the misunderstanding or misreporting occurred. In the business world covered by economy/business-reporting journalists, everything boils down to profit. It can be a real struggle indeed for the journalists to understand the priority of Sanofi. If you add the unpatriotic politics of disinformation, then you have a bigger problem to

Image
28-November-2023

Slave Wages for Contract Private Security Guards in Nigeria

By Emmanuel Udom Today, most contract security guards are earning slave wages, putting their lives in danger while ensuring the safety of other people, corporate bodies, government agencies, etc, 24/7. It is noted that all over the world, security business is deadly, risky, slippery, dangerous and sophisticated. Like in other business concerns, owners of registered and yet-to-be-registered private security companies are in for raw deals. They are driven by profits, the laws of supply and demand and the desperate hustle for big, juicy contracts, our investigations have shown. Private contract security companies hire all sorts of people, give them one

Image
14-November-2023

A Letter to President Bola Ahmed Tinubu

By Jerome-Mario Chijioke Utomi Dear Mr President, I trust this letter finds you well. It remains a familiar narrative that the Saturday, February 25, presidential election organized by the Independent National Electoral Commission (INEC) affirmed you as the President of the Federal Republic of Nigeria. Further eliciting congratulations on your success is the awareness that all the litigations/and related concerns arising from the electoral exercise have been resolved in your favour. In line with this victory, you are presently faced with the task of delivering Nigeria and Nigerians from the snare of dangerous political and socio-economic challenges. As part of

Image
02-December-2023

Partnerships for Progress: Collaboration Between Banks and Fintechs is the Future of Banking in Africa

By Ike.S Anison Historically, the formal banking sector’s penetration in Africa has been relatively low. And, while there has been significant improvement in this area in recent years, there is still a significant portion of the population on the continent who are unbanked or lack access to financial services. According to the World Bank, approximately 350 million adults in sub-Saharan Africa are still unbanked, accounting for 17% of the 2 billion global unbanked population. This has largely been due to a struggle to tap into the continent’s low-income segment, the widest proportion of the population. Consumers within this market feel

More Stories
Image
08-February-2021

9mobile Commences NIN Registration in Lagos, Abuja

By Ahmed Rahma A telecommunication company, 9mobile has commenced the National Identification Number (NIN) registration exercise in selected experience centres in Lagos and Abuja. In a statement on Monday, the telco stated that the development followed federal government’s approval granting telecoms the licence for NIN enrollment to ease the pressure of large crowd turnout at the various enrollment centres of the Nigeria Identity Management Commission (NIMC). The Chief Commercial Officer, 9mobile, Mr Stjepan Udovicic said, “9mobile  will always seek opportunities to collaborate with regulators and other stakeholders on initiatives that will enable Nigerians to achieve their full potential.” “We are

Image
21-November-2023

Afreximbank President Benedict Oramah Wins Zik Prize in Leadership

By Adedapo Adesanya The President of the African Export-Import Bank (Afreximbank), Mr Benedict Oramah, has been awarded the 2021/22 Zik Prize in Professional Leadership by the Public Policy Research and Analysis Centre (PPRAC). In a citation, Professor Pat Utomi, Head of the PPRAC Zik Prize Selection Committee, said that Mr Oramah is being recognised for his remarkable piloting of Africa’s premier multilateral financial institution to deliver on its mandate of boosting economic expansion in Africa, by financing and promoting intra- and extra-African trade and accelerating industrialisation. “A key promoter of the AfCFTA as Africa’s pathway to industrialisation, he championed the

Image
10-August-2020

World Bank, EU, Others Pledge €252m to Lebanon

By Adedapo Adesanya The World Bank alongside the European Union, China, the United Kingdom and the United States have pledged immediate humanitarian relief worth over €252 million ($297.08 million) to Lebanon. Last Tuesday, the capital city of Beirut was rocked by two huge explosions that have claimed more than 200 and injured 6,000 others. The aid pledged followed a United Nations-backed virtual conference hosted by French President, Mr Emmanuel Macron. The donors thereafter issued a joint statement, pledging solidarity with and support for the Lebanese people. “The participants agreed that their assistance should be timely, sufficient and consistent with the

Image
26-September-2017

Naira Gains N4 Against Euro at Black Market as CBN Holds Rates

By Modupe Gbadeyanka The Nigerian local currency performed well on Tuesday at the parallel market against the Euro, gaining N4 at the close of transactions. Business Post reports that the Naira, which opened the day at N440 per Euro, closed today at N336 to the Euro. This growth recorded by the local currency occurred as the Central Bank of Nigeria (CBN) announced retaining the benchmark interest rate at 14 percent after its Monetary Policy Committee (MPC) meeting today. However, at the close of trading at the black market on Tuesday, the Naira closed flat against the two other major currencies,

Image
14-November-2019

T-Bills Yields Fall at Secondary Market on Buy Pressure

By Dipo Olowookere The average yields of treasury bills at the secondary market depreciated on Wednesday as traders focused on the sale of the debt instrument at the primary market. Business Post reports that at the close of transactions yesterday, the yields tumbled by 0.66 percent to settle at 12.64 percent following buying pressure witnessed during the session. It was observed that yields fell across the tenors tracked at the midweek trading session, with the six-month bill recording the highest decline, 1.14 percent, to finish at 12.08 percent against 13.22 percent it ended the previous day. Yield on the one-month

Image
30-September-2021

FBN Holdings, Dangote Cement Lift Market by 1.89%

By Dipo Olowookere The nation’s equity market appreciated on Wednesday by 1.89 per cent on the back of interest in the shares of FBN Holdings, Dangote Cement and others. A total of 264.7 million units of the company’s shares worth N2.1 billion exchanged hands at the midweek trading session, closing as the most active equity at the Nigerian Exchange (NGX) Limited. Universal Insurance traded 76.7 million stocks worth N15.3 million, Axa Mansard Insurance sold 13.1 million shares for N31.8 million, Zenith Bank traded 12.1 million equities valued at N283.3 million, while Fidelity Bank transacted 11.2 million stocks for N27.5 million.

Image
08-January-2018

Re: The Atiku/Dankwambo Dilemma

By Edwin Emeka Aboh I read the article with the above title with keen interest devoid of any mixed feeling. No doubt, the article is a direct response to my earlier piece titled: ‘‘Hassan Dankwambo: A Sure Bet for Another PDP Presidency” which was widely published in virtually all the media organisations in the country. For me not to expect reaction to that piece especially from the camp of the man believed to own about 70 percent of Nigeria’s media space is akin to living in fools’ paradise. But, I don’t mind about their reaction because, already, I have the

Image
11-December-2016

Benue Receives N13b Paris, London Clubs Refund

By Modupe Gbadeyanka The sum of N12.7 billion has been credited to the account of Benue State as refund from Paris and London Clubs. This information was revealed to newsmen in Makurdi, the state capital, by the Governor, Mr Samuel Ortom while answering questions from them. The Governor noted that the money was 25 percent short of what President Muhammadu Buhari directed the Ministry of Finance and the Central Bank of Nigeria (CBN) to pay the state. Mr Ortom said the President ordered the two agencies to pay 50 percent of the $181 million owed Benue State as refund. He,

Ad
Ad
Recent Stories
Image
02-December-2023

Strong Inflationary Pressures Keep Nigeria’s Private Sector PMI Down

By Modupe Gbadeyanka Strong inflationary pressures in November further negatively impacted companies in Nigeria, with new orders and output both falling as customers were either reluctant or unable to pay higher charges. Purchase prices rose at the fastest pace in almost two years amid exchange rate weakness and higher costs for fuel and materials. According to the latest Purchasing Managers’ Index (PMI) from Stanbic IBTC, business conditions remained under pressure, scoring 48.0 points last month compared with the 49.1 points it garnered in October 2023. Readings above 50.0 signal an improvement in business conditions, while readings below 50.0 show deterioration.

Image
02-December-2023

Coker-Odusote: 100 Days at the Helm of NIMC

By Walter Duru, Ph.D It was Albert Einstein who once said that “setting an example is not the main means of influencing another, it is the only means.” That sentiment expressed by Einstein is the primary essence behind the theory of transformational leadership, which requires passion, charisma, and the ability to motivate others. Transformational leaders are usually very authentic, emotionally intelligent, great listeners, results-focused, visionary, and self-aware. In just 100 days at the helm of the National Identity Management Commission (NIMC), Engr. Abisoye Coker-Odusote has ushered in a new era of transformational leadership, leaving an indelible mark on the organization. Her eventual confirmation

Image
02-December-2023

Partnerships for Progress: Collaboration Between Banks and Fintechs is the Future of Banking in Africa

By Ike.S Anison Historically, the formal banking sector’s penetration in Africa has been relatively low. And, while there has been significant improvement in this area in recent years, there is still a significant portion of the population on the continent who are unbanked or lack access to financial services. According to the World Bank, approximately 350 million adults in sub-Saharan Africa are still unbanked, accounting for 17% of the 2 billion global unbanked population. This has largely been due to a struggle to tap into the continent’s low-income segment, the widest proportion of the population. Consumers within this market feel

Image
02-December-2023

Naira Plunges 11.4% to N927/$1 at Official Market as FX Demand Rises

By Adedapo Adesanya The Naira started the first trading session in the last month of 2023 on a negative note after it depreciated against the Dollar in the Nigerian Autonomous Foreign Exchange Market (NAFEM), which is the official FX window, by 11.4 per cent or N94.87 on Friday, December 1, closing at N927.19/$1, in contrast to Thursday’s exchange rate of N832.32/$1. The December rush for forex contributed to the weakening of the domestic currency in the spot market yesterday, as the supply of foreign currency could not meet what customers needed. Data showed that the value of FX transactions recorded

Image
02-December-2023

Newrest, FrieslandCampina, Acorn Drive 0.14% Gain at Unlisted Stock Market

By Adedapo Adesanya The trio of Newrest Asl Plc, FrieslandCampina Wamco Nigeria Plc, and Acorn Petroleum Plc made the NASD Over-the-Counter (OTC) Securities Exchange appreciate by 0.14 per cent on Friday, December 1. The three gainers pressed down the 8 Kobo loss reported by UBN Property Plc, which closed the trading session at N1.52 per unit compared with the preceding day’s value of N1.60 per unit. During the trading day, Newrest Plc gained N1.46 to close at N16.10 per share compared with Thursday’s closing price of N14.64 per share, FrieslandCampina Wamco Plc moved up by 60 Kobo to end the

Image
02-December-2023

Oil Falls on Worries About Voluntary Supply Cuts

By Adedapo Adesanya Oil slumped by more than 2 per cent on Friday as traders showed scepticism about the depth of supply cuts by the Organisation of the Petroleum Exporting Countries and its allies (OPEC+) as well as concerns about sluggish global manufacturing activity. Brent crude went down by $1.98 or 2.45 per cent to close at $78.88 a barrel as the US West Texas Intermediate (WTI) crude dropped $1.89 or 2.49 per cent to sell for $74.07 a barrel. For the week, Brent posted a decline of about 2.1 per cent, while WTI lost more than 1.9 per cent.

Image
02-December-2023

Sanwo-Olu Assures Businesses More Incentives, Commissions New Godrej Factory

By Modupe Gbadeyanka Business owners in Lagos have been assured of more incentives by the state governor, Mr Babajide Sanwo-Olu, who added that this is part of his administration’s commitment to reforms aimed at improving the ease of doing business and enhancing investment opportunities. Speaking at the commissioning of the newly-built wet hair production factory of Godrej Nigeria Limited, the Governor said his government would continue to pursue actions that would eliminate red tapes and regulatory impediments hindering the growth of businesses in the state, thereby demonstrating his willingness for continued collaboration with the private sector to improve the livelihood

Image
02-December-2023

Nigerian Exchange Begins December With 0.08% Growth

By Dipo Olowookere The Nigerian Exchange (NGX) Limited commenced the first trading session in December 2023 on a bullish note, with a marginal growth of 0.08 per cent. Sustained buying pressure kept Nigerian stocks in the positive territory, extending the dominance of the bulls on Customs Street, though the turnover waned. Business Post observed that investors cherry-picked equities in the banking and the energy sectors during the session, leaving them rising by 1.14 per cent and 0.05 per cent, respectively. However, the insurance counter lost 1.10 per cent, the consumer goods index depreciated by 0.08 per cent, and the industrial

Image
01-December-2023

CBN Orders Banks to Place PND on Accounts Without BVN, NIN

By Adedapo Adesanya All bank accounts without Bank Verification Number (BVN) and National Identification Number (NIN) will from April 2024 have “Post No Debit (PND)” placed on them. This is the latest directive of the Central Bank of Nigeria (CBN) to financial institutions operating in the country. In a circular issued by the apex bank and sent to all deposit money banks (DMBs) on Friday evening, the CBN said all the BVN or NIN attached to and/or associated with AL accounts/wallets must be electronically revalidated by January 31, 2024. In the circular seen by Business Post, the central bank said

Image
01-December-2023

LCCI Demands Transparency in CBN Recapitalisation Plan

By Adedapo Adesanya The Lagos Chamber of Commerce and Industry (LCCI) has urged the Central Bank of Nigeria (CBN) to strengthen its banking supervision to prevent some crucial Nigerian banks from failing due to its planned recapitalisation. Last Friday, the Governor of CBN, Mr Olayemi Cardoso, said the CBN would be directing banks to increase their capital base to serve a $1 trillion economy to be achieved by 2030. In a statement signed by Mrs Chinyere Almona, the director general of LCCI, the chamber said, “On recapitalisation of banks, we commend the plan of the apex bank to review the