Telling Your Story Without You Telling It: A PR strategy that refocuses NBC’s Digital Switch Over (DSO) Project
Just after the 2015 general elections in Nigeria, the National Broadcasting Commission (NBC) was caught in the web of a multidimensional crisis.
The commission apparently faced backlashes following victory of President Mohammadu Buhari, the candidate of APC, the opposition party.
During the electioneering campaigns, NBC, as regulatory body, was caught by incumbent government’s arm-twisting tactics which made it difficult for it to enforce the most common code of broadcasting.
Smear documentaries was the rave. The image of the APC presidential candidate and several chieftains of the party were sentenced to continuous erosion through several commissioned documentaries.
And to add salts to the commission’s fester injury, the June 17 International Telecommunications Union (ITU) broadcasting digital cutover deadline looms with NBC not properly funded to meet it.
The implications of these developments to the top management of the commission are better imagine that experienced. That the commission has lost face with the in-coming administration is not in contention but the regulatory body may also be seen as poor performers by the public and stakeholders and solely blamed for the failure of the country to meet the June 17, 2015, DSO deadline.
It was at this point that Jinja Communications Limited, a content marketing firm approached NBC that it would helped the commission manage the multidimensional perception crisis. Graciously, the top management team approved Jinja’s one month intensive programme and the rest is history.
Jinja’s main strategy was to make NBC tell its story without NBC doing the story telling. The company succeeded in helping NBC tell its story without portraying NBC as the story-teller.
Through its content delivery strategy, the agency creatively exonerate NBC from the blame and appropriately shift the burden on the political interference by the outgoing government.
Jinja also refocused government attention from the expected witch-hunting the head of NBC to developing institutional frame-works that will engender higher freedom and forestall future government occurrence.
The PR firms portrayed NBC as being handicapped, explaining why the DG of NBC could not have helped the situation.
In addition, Jinja was able to show to the world the great efforts the commission has made in the digital cut-over project in spite of the lack of financial support from the government. The agency project the commission and its head as being pro-active and creative in the face of the daunting challenges.
Speaking on the what the firm did for NBC, Ikem Okuhu, the MD/CEO of Jinja explained that “we pitched stories in major newspapers and leading online news portals on how NBC and other government-owned mass media were compromised by the Presidency in its fight against hate campaign during 2015 election.
“We also pitched stories in business and IT sections of major newspapers on financial challenges NBC is faced regarding the cut-over to digital platform. Besides, we pitched stories in business and IT sections of major newspapers appealing to the incoming government to put in an enduring institutional shields to shield NBC and government controlled concerns from political interference during elections.
The one month campaign achieved all its stated and intended objectives as government graciously adopt another date for DSO switchover while the Presidency also approved the commission’s creative strategy of raising the required finances for the funding of the switch over.