Feature/OPED
NDDC: When Public Policy and Public Good Combine To Bring Development

By Jerome-Mario Utomi
Public policy, going by experts’ definition, is an institutionalized proposal or a decided set of elements like laws, regulations, guidelines and actions to solve or address relevant and real-world problems, guided by a conception and often implemented by programs and encompasses what the government does, or does not do to solve a problem in society.
Correspondingly, policymaking and problem-solving are what citizens expect from their elected and appointed government representatives once they have taken office, and are entrusted with serving their constituency.
Given the foregoing, developing public policy decisions for the good of those in, and on behalf of those outside the government (public) has become not only a culture but vital for public officers and all levels of government — municipal, state, and federal Ministries, Parastatals, Commissions and agencies among others. They met this culture when they joined the service, guided by the culture while in service and ultimately transferred this culture to their successors in office. It is imperative to note that the root of public policy in our nation, just as in other parts of the world, is deep and there is something massive and positive about it.
A veritable example is the people-oriented and sustained development-minded actions and policies of the Mr Chiedu Ebie-led Governing Board and Management of the Niger Delta Development Commission (NDDC), a federal government agency established by former Nigerian president, Olusegun Obasanjo in 2000, with the sole mandate of developing the oil-rich Niger Delta region of Nigeria.
Upon inauguration in November 2023, the NDDC board, to the admiration of all stakeholders, came up with well-thought-out initiatives and projects. Prominent among these projects, programmes and initiatives are the building of partnerships, lighting up the region, initiating sustainable livelihood, improving youth capacity and skills base, executing efficient and cost-effective projects, including Project Hope for Renewed Hope, reducing carbon emission, and improving peace and security.
While the above initiatives and policies remain admirable, there is another policy by the Governing Board and Management that this piece would underline as something massive and positive.
Some months ago, the Commission’s leadership, during the presentation of its N1.91 trillion 2024 budget to the Senate Committee on NDDC, emphasized priorities such as security, job creation, youth and women empowerment, social welfare, education and the profound initiative to raise N1 trillion, from development and commercial banks, for the completion of 1,006 legacy projects spread across the region. These projects were reportedly in specific areas such as roads, bridges, electricity, schools, hospitals, shore protection and reclamation, among others.
Aside from the overt awareness that when abandoned projects are completed and put into use, it saves the nation from wastage, boosts national assets and promotes socio-economic development of the people, region and the nation in general, there are, however, other covert reasons that render this present development as both newsy and commendable. Students of history is familiar with the origin of project abandonment and neglect of national assets in Nigeria and the politics that fuel this will agree that the NDDC governing board and management are on the path to ending an ugly ‘culture’ that has over the years held down the region’s development.
If this policy framework is achieved as envisaged, it is abundantly clear that future historians and, of course, development professionals shall refer to the present board and management as a bunch that restored new order in the region and hope to the people. Beyond what future historians may say, there is equally the need to highlight why this piece is fixated on NDDC’s departure from the old order, and at the very moment on a mission to tackle a challenge that has not only become a culture of a sort but has its origin deeply rooted in history that predates the nation’s independence in October 1960.
Beginning with the historical undertone as to why Nigerians and successive leaderships in the country daily demonstrate a lackadaisical attitude towards national assets and see nothing wrong with project desertion, history has it that during colonial rule, Nigerians developed the anti-colonial belief that public property is no man’s property. This belief, according to reports, was intended to fight colonialism but it continued after independence and brought insensitivity to government property as well as ineptitude, nepotism, neglect of duty, etc.; it gravely explains as to the reckless way in which government property and projects are handled.
Indeed, what the above information tells us is that both project abandonment and public asset neglect in the country are two striking human tragedies, and the pain they inflict on the nation is deepened by the realisation that they were avoidable.
Beyond this understanding, there are reasons to believe that this piece is not alone in the understanding that NDDC leadership is doing something positively new.
A few days ago, the Pan Niger Delta Development Forum, PANDEF, commended the leadership of the Niger Delta Development Commission, NDDC, for its commitment to transparency, accountability, and infrastructure development in the region.
Giving the commendation during a courtesy visit by a delegation from the umbrella organization of Niger Delta people at the NDDC headquarters in Port Harcourt, PANDEF’s National Chairman, Ambassador Godknows Igali, lauded the Commission’s leadership, describing it as visionary and result-driven.
His words: “We have never seen a leadership team like this, and we thank President Bola Ahmed Tinubu for his support. Your interventions in infrastructure, particularly the Benin-Ore Road and the Light Up Niger Delta initiative, are commendable. Your youth development programmes are also making a significant impact.”
He further assured the Commission of PANDEF’s continued collaboration, reiterating the group’s role as the voice of the Niger Delta people in the civic space: “We believe in working closely with you and reaffirm our support for your administration. We urge Mr. President, the governors, and other stakeholders to provide you with the necessary tools to succeed,” he concluded.
No doubt, some books teach how to build a house, how to repair an engine and how to write a book, but there are no codified books on how to build a region, society or nation. Conversely, nation-building, in my view, depends on ceaseless creative and far-reaching public policies designed and implemented by well-forsighted leaders- a case in point is the NDDC’s resolve to complete abandoned projects that presently litter its mandate states.
This author, therefore, believes that closing ranks to learn from NDDC’s latest template is not only important but eminently desirable for other agencies and Commissions in the country as “we cannot continue to do one thing repeatedly and be expecting a different result-or tackling our societal challenges with the same mentality used when the problems were created”
Finally, while it is obvious that it is a season of public good for the Niger Delta region and its people, for me, the positive public policies so far generated by the Governing Board/Management of NDDC align with the famous words of Martin Luther King Jnr: “Human progress never rolls in on the wheels of inevitability but is achieved through the tireless efforts and the persistent work of dedicated individuals who are willing to be coworkers with God”
Utomi, a media specialist, writes from Lagos, Nigeria. He can be reached via [email protected]/08032725
Feature/OPED
Leveraging Kendrick Lamar Blueprint: How African Artists & Brands Can Maximize Global PR Impact

By Philip Odiakose
If you followed, watched, or were live at the Super Bowl you will agree with me that Kendrick Lamar’s presence at the Super Bowl was not just another high-profile performance; it was a masterclass in media influence, narrative control, and cultural imprinting. His ability to spark conversations, drive digital engagement, and shape public discourse proves the power of deliberate strategic media positioning. Through the lens of media intelligence and PR measurement, we can dissect how African artists and brands can replicate this effect to elevate their global presence. Beyond the entertainment factor, Lamar’s performance provided key lessons in media reach, sentiment shifts, and strategic PR execution—areas that African PR professionals and communicators must internalize to maximize value from major events.
PR measurement data from the event shows a surge in Lamar-related conversations across digital and traditional media. His name dominated print, web, and social trends, appearing in over 1.2 million posts within 24 hours, with a sentiment distribution leaning 67% positive, 21% neutral, and 12% negative. The performance’s impact was amplified by major media outlets covering the event in North America and Europe, as well as select African countries, particularly Nigeria and South Africa. This media traction is a testament to the significance of strategic placements, showing how a single moment can redefine public perception and commercial value. For African artists and brands, the ability to secure a presence at major global events must be seen as more than a mere appearance—it is a PR opportunity that must be measured, optimized, and aligned with long-term communication objectives.
One of the biggest takeaways from Lamar’s Super Bowl presence is the deliberate storytelling approach. He was not just performing; he was communicating a narrative. African artists and brands must be intentional about their messaging when engaging global platforms. Media intelligence specialists can help track how narratives evolve, what themes resonate with audiences, and how to pivot when necessary. Sentiment analysis also plays a crucial role, revealing how different audience segments react and allowing for swift reputation management. Many African brands struggle with post-event PR impact analysis, often focusing solely on momentary buzz without extracting long-term insights from media data.
The concept of “The Kendrick Lamar Effect” speaks to leveraging credibility, cultural influence, and performance metrics to sustain media momentum beyond a single event. African PR professionals must learn from this by ensuring that every global engagement translates into measurable brand equity. This means that artists, influencers, and corporate brands must work with media intelligence teams to quantify their impact, benchmark against industry standards, and ensure PR campaigns are not just reactive but proactive. The challenge many African entities face is the lack of structured measurement frameworks that tie media exposure to business or career objectives. This knowledge gap is where PR measurement must step in to bridge the disconnect.
A vital lesson from Lamar’s Super Bowl impact is the role of multi-channel amplification. The performance itself was one layer, but the true media influence was built through post-event interviews, media engagement, and collaborative content syndication. African PR teams must adopt an omnichannel approach to PR execution, ensuring that media exposure is not short-lived. This requires a strategic mix of traditional media placements, influencer partnerships, and digital storytelling. In PR measurement, it is crucial to analyze which media channels drive the highest engagement and conversion rates, ensuring that communication strategies are data-driven rather than intuition-based.
Looking at case studies from both African and global perspectives, we have seen how the absence of media intelligence has led to missed opportunities. Burna Boy’s Coachella moment, for instance, was a landmark global exposure, yet the post-event PR lacked the necessary follow-through in structured PR measurement. In contrast, brands like Nike and Pepsi have perfected the art of extending media relevance beyond an event moment by employing predictive analytics, sentiment tracking, and engagement mapping. This difference in execution is a key area where African PR professionals must evolve—ensuring that global opportunities do not just end with event visibility but translate into long-term influence and business value.
Beyond just media coverage, there is also the crucial aspect of audience behavior analysis. Lamar’s performance was not just about numbers; it was about how his audience engaged, shared, and created conversations. African PR professionals must shift from vanity metrics to behavioral metrics, focusing on how audience perception changes post-event. Did the media narrative drive new brand partnerships? Was there an uptick in music streaming or product purchases? These are the questions that media intelligence must answer, ensuring that PR efforts are aligned with tangible outcomes.
The overarching lesson for Africa’s PR and communications industry is that major events are PR goldmines—but only if approached with precision, backed by intelligence, and measured effectively. Lamar’s Super Bowl presence serves as a playbook for how media influence can be engineered through strategic PR planning, near real-time sentiment tracking, and multi-platform amplification. African artists and brands have the talent and potential; what remains is the intentional use of media intelligence to ensure that every opportunity is maximized to its fullest potential. PR measurement is not an afterthought—it is the foundation for sustainable media success.
Philip Odiakose is a leader and advocate of PR measurement, evaluation, and media monitoring in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC, NIPR, AMEC Lab Initiative, AMCRON and ACIOM
Feature/OPED
The Future of Product Management: Key Industry Trends to Watch in 2025

By Princess Akari
If you had told me five years ago, when I was just transitioning into product management, that the role would look like this today, I might not have believed you. But after five years working as a Product Manager (PM), I’ve seen how fast the industry moves, and 2025 is set to bring even bigger changes. Product managers who stay ahead of these changes will build better products and grow their careers. Those who don’t may struggle to keep up.
Here are some key trends to watch and how to adapt.
1. AI, AI, AI!
AI has rapidly gained popularity and continues to grow in influence. For product managers, understanding and using AI tools is now becoming essential, as AI is transforming how we work. Understanding what we can achieve with AI, particularly large language models (LLMs), is essential. Some of the top use cases include content generation, customer support automation (e.g. chatbots), code assistance, research summarization, personalized learning, virtual assistants, data analysis, creative brainstorming, language translation, and much more. Also, as a PM, AI can be introduced into your product to improve user experience and in turn business outcomes.
You might be asking yourself, what can I do to stay in touch with this AI trend? You can start by learning how AI tools can improve your daily workflow, do your own research on the numerous AI tools available and their capabilities. Experiment with AI-driven analytics, user feedback tools, etc. Be very curious and get your hands on as many AI resources as possible.
I recently got an AI micro-certification from Product School. If you’re interested, You can take the course here. Recently as well, I hosted a podcast episode on building AI products, transitioning into AI, and using AI in product development. For Apple podcasts, you can listen here, and for Spotify, you can listen here. These are great resources to give you a good head start.
Other resources; deeplearning.ai, Hugging face, Alpha signal, The Neuron.
2. The definition of “Product Manager” is changing
A few years ago, we had a fairly standard definition of who a PM was and what a PM does. The role of a PM was more standardized, with a clear set of expectations and responsibilities. But as the years have come by, the world has changed and so has the role.
Today, we’re seeing an increased number of specialized PM roles. Some PMs focus on emerging technologies like AI, while others work deeply within data, design, growth, engineering, or operations. Beyond skill-based specializations, some PMs are industry-specialized, such as Fintech PMs, Healthtech PMs, or E-commerce PMs. No two PM roles look the same anymore.
Companies are increasingly hiring specialized PMs to tackle specific challenges, prioritizing specific skill sets and industry experience over conventional backgrounds. Instead of looking for a PM generalist who can adapt to anything, they create detailed role descriptions with targeted skill requirements, tailoring the role to solve specific business challenges. As a result, we’re seeing more unconventional hires stepping into PM positions because they have the exact expertise needed to tackle a company’s unique problems. This highlights an important reality for generalist PMs, specialization is becoming more valuable.
If you’re currently a generalist PM, it’s worth considering how you can narrow your focus, whether by choosing a particular industry or developing expertise in areas like AI, data, growth, design, or technical product management. The demand for specialized skills is growing, and upskilling in these areas will make you more competitive in the job market.
3. PMs are now taking ownership beyond product development
Product managers used to mainly focus on the tech team (engineers, designers, QAs, etc) to build and launch products. But these days (and even in recent years), the role has grown much bigger. PMs are now more involved in the business side of things, leading and guiding business verticals. The role now extends into profit and loss (P&L) considerations and the overall commercial success of a product. They work closely with marketing, sales, finance, and customer support to make sure the product succeeds, not just in how it’s built but also in how it’s launched, sold, and maintained.
PMs are now more involved with how the product will reach customers and profitability. They work closely with marketing and sales teams to ensure a strong product positioning and a seamless launch. It’s no longer just about building a great product, it’s about making sure it reaches the right customers, at the right time, with the right messaging. Ensuring people understand what the product does and why they should use it. This requires PMs to understand their competition, pricing strategies, and customer acquisition channels.
I am well aware that in some companies PMs are now responsible (fully or partially) for pricing and revenue strategies, just as much as the product features. They work with finance and business teams to figure out pricing options and ideas on how that business unit can make a profit. As these companies look for sustainable growth, PMs are also expected to collaborate with customer success teams to improve retention and customer lifetime value.
Conclusion
At the end of the day, product management is constantly changing and so are we as PMs. If there’s one piece of advice I’d give, it’s to stay curious and adaptable. We should be open to continuous learning and new ways of thinking. The more we adapt, learn, and refine our skills, the more valuable we become. There’s always something new to explore, and that’s what makes the role so dynamic.
And if you’re looking for the best place to put your product management skills to practice, join me at Moniepoint – https://www.moniepoint.com/careers
Princess Akari is a product manager at Africa’s fastest-growing financial institution, Moniepoint
Feature/OPED
Content Piracy: A Global Initiative Against a Global Enemy

By Temiloluwa Olajide
It’s no longer news that piracy is a global enemy, one that has destroyed and continues to destroy the work and livelihoods of countless creatives. From film and music to sports broadcasts and television series, piracy robs rightful owners of their earnings and threatens the sustainability of entire industries.
As a global scourge, it requires a global response and fortunately, powerful partnerships are being forged across the planet and across sectors to protect content creators and the industry they work in. These partnerships involved digital content platforms, law enforcement bodies, cybersecurity firms and tech companies, all working together to ensure the viability of the industries that inform, educate and entertain audiences.
At first glance, piracy might seem like an easy way to access free entertainment, but its consequences run deep, affecting both individuals and society as a whole. On a personal level, streaming a sports event or show from an illegal site can expose users to serious risks, such as malware infections, identity theft, or financial fraud. Hackers can gain access to sensitive information, including bank details, potentially wiping out accounts. The damage caused by such crimes far outweighs the satisfaction of watching a football match for free.
Beyond personal risks, piracy also cripples the creative sector by siphoning revenue away from legitimate rightsholders. When movies, music, and sports events are illegally distributed, producers and creatives do not receive their due earnings. This lack of compensation disrupts the industry, leading to fewer productions, job losses, and weakened investment in new content.
Nigeria has one of the most vibrant entertainment industries in the world, with Nollywood ranking as one of the biggest film industries globally and Afrobeats taking center stage in international music charts. The potential for even greater success is huge, but piracy poses an obstacle.
MultiChoice, a key investor in local content, has spent years bringing high-quality productions to audiences, yet piracy continues to threaten the industry.
Illegal streaming of sports events, reality TV shows, and locally produced series remains a major concern. This is particularly critical as the platform regularly broadcasts live feeds of many of the most popular sporting events on earth—F1, the Olympic Games, Euro, World Cup, and Champions League football, as well as popular local leagues.
Beyond sports, Africa Magic and Showmax Originals have become home to some of Africa’s most beloved entertainment shows, including hits like The Real Housewives of Lagos (RHOLagos), Big Brother Naija, and Nigerian Idol.
With content available in 40 languages and a growing library exceeding 84,000 hours, these platforms play a vital role in African storytelling. However, the rise of illegal streaming not only impacts revenue but also threatens the sustainability and growth of the creative industry.
To counter this, MultiChoice has joined forces with Partners Against Piracy (PAP) and cybersecurity firm Irdeto, actively tracking and shutting down illegal operations in multiple African nations.
With piracy tactics evolving, the fight against content theft must also advance. Strong collaborations, advanced technology, and public awareness are key to protecting the creative industry. By shutting down illegal operations and promoting legal alternatives, organizations like MultiChoice, PAP, and Irdeto are ensuring that content creators receive their rightful earnings and that audiences can continue to enjoy high-quality entertainment.
Ultimately, safeguarding creative content is not just about protecting businesses—it’s about securing the future of storytelling, preserving jobs, and ensuring that Africa’s thriving entertainment industry continues to grow. The fight against piracy is a shared responsibility, and by supporting legal content, we all contribute to a stronger, more sustainable creative economy.
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