The Lagos State Ministry of Information and Strategy convened a three-day management retreat with the theme “Image Management in a Digital Contemporary World,” signaling a significant shift in the state’s communication strategy towards embracing digital technology. Held at The Orchid Hotels in Lekki, the retreat brought together public affairs officers from grade levels 13-17, emphasizing the urgency for these professionals to adapt to the evolving media landscape and harness the power of digital platforms to effectively engage with the public. Information and Strategy Commissioner Gbenga Omotoso underscored the need for public affairs officers to “step up and dominate the digital space,” recognizing the increasing dominance of online platforms in shaping public perception and discourse.
This call for digital proficiency reflects a growing recognition within the Lagos State government of the transformative impact of technology on communication practices. The traditional media landscape, once dominated by print and broadcast channels, is rapidly giving way to a digitally-driven environment characterized by social media, online news portals, and citizen journalism. This shift requires public affairs professionals to develop new skills and strategies to effectively manage information flow, shape public narratives, and engage with citizens in this dynamic online sphere. The retreat served as a platform to equip these officers with the necessary knowledge and tools to navigate this evolving terrain.
Gboyega Akosile, Special Adviser to the Governor on Media and Publicity, further emphasized the criticality of adapting to the digital age. He pointedly stated that “digital technology now controls what we do as media professionals,” highlighting the pervasive influence of online platforms in shaping media consumption and information dissemination. Akosile’s assertion underscores the imperative for public affairs officers to not only understand these digital tools but also to master their application in effectively communicating government policies, initiatives, and achievements to a digitally-savvy populace. Failure to adapt, he warned, could render their skills obsolete and jeopardize their roles in the rapidly transforming communication ecosystem.
The retreat served as a crucial capacity-building initiative, aiming to equip public affairs officers with the necessary skills to leverage digital platforms for effective public engagement. This includes understanding the nuances of different social media platforms, mastering the art of crafting compelling online content, utilizing data analytics to understand audience behavior, and employing digital tools to monitor and manage online conversations. The emphasis on digital competency reflects a broader strategic objective of the Lagos State government to enhance its communication effectiveness and build stronger connections with its citizens in the digital age.
Furthermore, Permanent Secretary Michael Shogunle highlighted the strategic importance of the retreat in fostering a sense of unity and collaboration among public affairs officers across the state. This internal cohesion is deemed essential for a coordinated and consistent communication strategy, ensuring that all government agencies and departments are aligned in their messaging and effectively project a unified image of the state. The retreat, therefore, served not only as a platform for skills development but also as a team-building exercise, strengthening internal networks and facilitating a more collaborative approach to public communication.
In essence, the Lagos State Ministry of Information and Strategy’s management retreat signified a strategic pivot towards embracing digital technology as a core component of its communication strategy. The retreat provided a platform for public affairs officers to enhance their digital skills, gain insights into the evolving media landscape, and foster a collaborative approach to managing the state’s image in the digital age. This proactive approach reflects a forward-looking vision, recognizing the critical role of digital technology in shaping public perception and engaging effectively with citizens in the 21st century. The emphasis on digital competency, driven by the leadership of Commissioner Omotoso and reinforced by Akosile and Shogunle, underscores the Lagos State government’s commitment to modernizing its communication apparatus and leveraging the full potential of digital platforms to inform, engage, and connect with its constituents.
