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Akwa Ibom’s Public Service Reforms: A Model for Sub-National Governance

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Governor Umo Eno

By Ekaette Okon-Joseph

When the Akwa Ibom State Governor, Mr Umo Eno, pledged to reposition the civil service as the cornerstone of governance and public service delivery, sceptics might have thought it was a campaign slogan.

Today, however, his reforms have silenced doubters, setting a benchmark in civil service management through a deliberate and systematic approach.

Akwa Ibom remains one of the few states in Nigeria to consistently pay workers on time and from the recent approval of an N80,000 minimum wage to the consistent release of gratuities and strategic infrastructure investments, Governor Eno has redefined civil service as an engine for governance and policy efficiency.

Globally, the efficiency of civil services is a critical determinant of governance outcomes. Research by the OECD has shown that countries with well-compensated, motivated, and adequately equipped public servants achieve higher levels of policy implementation and citizen satisfaction.

Nigeria’s history of civil service reforms has often been marred by inefficiencies and lack of sustainability. According to a study published on ResearchGate, civil service inefficiencies in Nigeria have contributed to delays in policy implementation, wastage of resources, and public distrust.

As Q’connel (1981) was quoted by ResearchGate in “The Impacts of the Nigerian Civil Service Reforms on Effective Service Delivery” published in 2016 to have stated that “political leadership without administrative and technical support is power in a vacuum; and administration without political leadership is only tidiness in stagnation”

The recent approval for the commencement of the N80,000 minimum wage to be paid from January 2025—backdated to November 2024—stands as a testament to Governor Eno’s commitment to employee welfare.

After a thorough verification exercise, the state will begin disbursing the improved wages to 45,000 verified workers. As the governor aptly noted, “The civil service forms a critical mass of employees in our state government, and their welfare has remained a key priority.”

This reform aligns with modern human resource principles, which emphasize fair compensation, employee engagement, and fostering a culture of trust and transparency. Simon Sinek, a leadership expert, said it best: “When people are emotionally invested, they want to contribute.”

By addressing the economic hardships faced by workers, the governor is nurturing an emotionally invested workforce eager to drive the ARISE Agenda for Akwa Ibom’s development.

Governor Eno’s administration has built a reputation for prioritizing worker welfare as the bedrock of effective governance.

In addition to the minimum wage, his government introduced a 13th-month salary, aptly nicknamed “Eno-Mber,” and distributed over N47 billion in gratuities from the N97 billion backlog inherited from previous administrations since 2012.

Furthermore, pension payments have increased by N32,000 for retirees across the board, offering much-needed relief to this vulnerable demographic.

These measures underscore the governor’s acknowledgment of civil servants as vital stakeholders in governance.

Their welfare is not just a moral imperative but also a strategic tool for enhancing service delivery. Evidence from a 2022 Gallup Research on employee engagement reveals that organizations with highly engaged employees report a 21% increase in profitability.

While this research focused on private firms, the same principles apply to public service: motivated workers drive better outcomes.

Governor Eno’s presentation of 22 brand-new vehicles to all permanent secretaries earlier this month exemplifies his commitment to providing the tools required for optimal performance. Describing the gesture, the governor stated, “I am not comfortable seeing permanent secretaries using public means of transportation to work. Such situations hinder productivity.”

This symbolic but practical gesture not only enhances the functionality of the civil service but also elevates the prestige of these high-ranking officials. As Vince Lombardi aptly noted, “Individual commitment to a group effort—that is what makes a team work, a company work, a society work, a civilization work.”

By rewarding loyalty and hard work, the administration inspires a ripple effect across the entire workforce, fostering an environment where excellence is the standard.

At the valedictory State Executive Council meeting on January 10, 2025, the governor emphasized the importance of ensuring that senior civil servants operate with dignity and comfort, stating, “Rising through the ranks to the position of Permanent Secretary is an enviable achievement worthy of prestige and deserving of some comfort.”

Further, the appointment of 22 new permanent secretaries in 2024, coupled with their access to operational vehicles, reflects a deliberate strategy to boost capacity within the state’s governance structure. The decision emphasizes inclusivity, meritocracy, and strategic positioning for efficiency.

The reforms extend beyond wages and vehicles. The governor’s administration has made monumental strides in capacity-building and social safety nets. Public servants have benefited from ₦1.1 billion in bonuses and free housing through a raffle draw for 150 homes at Grace Estate to workers on grade levels 1-8.

These efforts address the multifaceted needs of workers, from financial stability to housing security, allowing them to focus on delivering value to the state.

Additionally, Governor Eno has strengthened Akwa Ibom’s healthcare infrastructure. The launch of the Arise Care Medical Insurance Scheme ensures better healthcare access for over 10,000 public service employees and senior citizens which have already been enrolled, with plans for expansion in 2025.

The commissioning of model healthcare centres and the restructuring of Ibom Specialist Hospital demonstrate a commitment to sustainable health and welfare programs for workers and residents alike.

Governor Eno’s reforms resonate beyond Akwa Ibom. His approach offers a blueprint for subnational governments in Africa to reimagine civil service as a catalyst for good governance. Research from the International Journal of Public Administration shows that well-compensated and engaged civil servants are more likely to implement policies effectively, fostering trust in government institutions.

Moreover, his emphasis on yearly personnel verification exercises ensures accountability and transparency in the state’s workforce. Such practices mitigate payroll fraud, allowing resources to be allocated where they are most needed.

Governor Eno’s civil service reforms borrow heavily from private-sector management principles, emphasizing employee engagement, reward systems, and performance metrics. By aligning governance with these principles, Akwa Ibom is poised to attract and retain top talent in public service.

The governor’s partnership with organized labour further exemplifies his collaborative leadership style. As he noted during the receipt of the verification report, “We have done a lot to engender good government-labor relations… we all have a responsibility to Akwa Ibom State.”

This inclusive approach sets the tone for a progressive governance model anchored on shared responsibility.

Governor Eno’s civil service reforms are more than welfare initiatives; they are strategic investments in the machinery of governance.

By prioritizing workers’ welfare, providing tools for success, and fostering accountability, his administration is building a civil service capable of delivering on its mandate efficiently and effectively.

As Akwa Ibom State emerges as a model for subnational governance in Africa, one thing is clear: Governor Eno’s policies are not just reshaping the state’s workforce but are also charting a new course for governance excellence.

Ekaette Okon-Joseph is the Special Assistant to the Governor of Akwa Ibom State on Media and writes from Uyo, the state capital.

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Leveraging Kendrick Lamar Blueprint: How African Artists & Brands Can Maximize Global PR Impact

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Kendrick Lamar Blueprint

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 AMECNIPR, AMEC Lab Initiative, AMCRON and ACIOM

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The Future of Product Management: Key Industry Trends to Watch in 2025

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Princess Akari

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

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Content Piracy: A Global Initiative Against a Global Enemy

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Content Piracy

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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