3 December 2018 0 Comments

News oulets: how to position for influence

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

News outlet in Nigeria, News industry in Nigetia,Media content commercializations in Nigeria, how mediahouses are losing their values in nigeria, ng in Nigeria, should print media advertise themselves, why should media houses advertise their own product,It is no new; the dynamic of information flow as well as advanced technology had given way to increase in transparency and democratization of information. Power now belongs to the people not government or the traditional media as it used to be. A major challenge which we will discuss later is the increase in fake news.

The changes had also pushed forward different perspective to meaning of words we are accustomed to in the past. ?Power is no longer seen from command and control view. The most powerful people are now ?influencers and not those who bark out orders. Mark zukerberg and all the co founders of twitter as well as instagram ?enjoy positive influence over two billion or more people across the globe.

For those in the news making industry, it is time to position for influence instead of seeking for power, which is transient. ?The point is influence has an edge power does not know. Many powerful media houses we knew before are now struggling to breath. ?Not being open to possibilities or being static today in your outlook will do more damage. We can only change the future or remain relevant if y we can change our perception to possibilities ?when we do not have all the answers with regards to how. We must keep in mind the news industry is constantly being shaped by those who are experiencing it and not those who create it. Strategic and thoughtful influence today will help news industry in the future than what we think.

In this piece, let us examine some of the key ingredients of how a news outlet can position for influence.


1.Know your edge: This implies knowing what you bring to the market which clearly distinguishes your outlet from others. For some noted outlets, it is the authoritative news edge while others have a blend of news and entertainment. You cannot serve your audience until you recognize and prioritize this factor.

2.Know your tribe: Knowing your tribe will help in a long way. No news outlet can claim it is out to serve the over seven billion inhabitants of the earth. ?Those who have this lofty aim will soon discover they are chasing shadow. ?Be concise about this. Apt description/characteristics of those you are out to serve is a must.

3.Use their media platforms: The above will help you to understand the medium to use. A blend of media platforms today will be the best option. So having a team which is multi-talented and creative in the use of available and relevant media platforms will help.

4. Serve and excite them: An influential news outlet knows it is out to serve and help make life easy for its tribe and not to take. The order of priority cannot be re arranged. Service will precede profit. Service includes going the extra mile of making relevant news available. Becoming a go-to medium for them will help increase your news outlet value. Quality and authenticity of your news will help your outlet today than before. Fake news is on the increase. You cannot afford the price of this in the long run.

5. Seek their good: Seeking your audience?s good requires a good understanding of what may make them loyal community members and advocate. Continually create, produce and share with them everything of value. Never be judgmental when they have contrary opinions to your well researched piece.

Seek to find out what informed their negativity instead of calling them bluff. There are many genuinely ignorant folks out there, your patience and willingness to help them will deliver.

6.Do not be a platform which blindly takes side: While it may be impossible to hold an opinion, being a news outlet which is known for partisanship will hurt your brand than do any good. Balance is a trade tool in this industry.

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