Bayelsa State , the second largest oil producing state in Nigeria , is yearning for an urgent re-branding to consolidate peace and security and attract investors following the Federal government’s amnesty program which promises to bring militancy to an end in the troubled Niger Delta region. The post militancy Bayelsa State will still grapple with pervasive rumor mongering which has created a gap in trust between the leadership, political factions, the people and the outside investor. The welcome news is the hope offered by the move to reposition the Bayelsa state radio corporation not only as a credible mouthpiece for the government but as a tool for cultural and economic revival of the state.
Branding experts say that place branding is necessary to change the negative perception of a place especially in today’s highly competitive and globalized world. Despite the difficult terrain, Bayelsa State can excel in almost anything she puts her hands on. You may be reminded of her football teams that topped football charts nationally; her youth music brand that took the world by storm and you can imagine what comes of channeling all that energy into other productive areas in peacetime. What is needed is an institution that can unify, strengthen, and reassure the people in a purpose driven environment. Only
A digitalized, credible, interactive, and wide reaching state radio can do the job.
The reasons are not far fetched. Brandt and Johnson1997 in their brand equity model gave a yardstick for testing a good branding campaign as measured in the minds and hearts of customers. In the case of Bayelsa State ‘customer’ speaks of the perception of the people about the state both internally and externally. It is measured in terms of availability preference, loyalty, awareness, familiarity, association, image and personality. These elements can be adapted to position a radio station for effectiveness.
Before going into details about these elements of measurement in a branding process, let us answer the question why radio in Bayelsa State . You see the state is still young and as we can discern from her constraints of geography and politics, she is not immediately an investor’s paradise. So other more modern communication technologies may not \established until the state takes a lead to water the grounds so to speak. Even private broadcasting has often walked past Bayelsa State to anchor in Port Harcourt even when owned by Bayelsans. You don’t Fm is owned want me to remind you that one of the most highly rated Radio stations in Nigeria Rhythm fm is owned by a Bayelsan but domiciled in Lagos and Port Harcourt because it makes more economic sense to do so. It follows then that government must invest in a cost effective communication package for its people pending the influx of investors .It also goes to say that such a package must be competitive with privately owned stations which ordinarily is a tall order for a state owned establishment unless something extraordinary is done.
To find an extraordinary way of making the Bayelsa Radio effective calls for some outside participation. To achieve this goal the enabling laws must be reviewed to accommodate professional broadcasting ethics which brings us back to the branding elements earlier enumerated. Loosely we can reconstruct what is needed to reposition Bayelsa radio in professional way. It does not end in digitalizing the equipments, or employing capable hands, it must be a conscious goal driven effort in line with expert guidelines. It must be citizen and investor friendly because if the citizens are united, happy, proud, they automatically constitute the good character and image to influence the outsider
A good radio station must present the State and her resources and people as available. It calls for openness in programming. Businesses can advertise their goods without allocating primetime to government alone. On the issue of preference, the people must demonstrate that they prefer to listen to this channel and they testify to this in polls. It is then that news talks and analysis will be effective. Loyalty then follows naturally but arising as a result of integrity in programming, everyone can quote the radio broadcast without suffering injury. Awareness does not come from one way information flow but an interactive environment whereby questions can be entertained. Familiarity results from proper awareness creation and customer trust leading to lasting first name relationship between the presenter and the audience. Informal chats with the governor or weekly radio
Stewardship broadcasts whereby questions are entertained on phone
As for image and personality, the state radio should only give airtime to its best people who are good in their fields not hoodlums because the personality portrayed to the outsider is that of the whole state. Finally, association comes as both outcome and also guide to successful branding. A good radio basks in the satisfaction of its listeners and people begin to identify and associate with the radio as well as the people. You may see the radio souvenirs hanging on cars, tourists asking to visit the radio station, testimonials of success traced to the radio. Meanwhile such a radio will organize seminars, conferences and broadcast some of them live to ensure that listeners have learnt something new aside from being entertained.
A good radio station costs money to put together but even the source of the money matters as it also impacts on the openness of the station. It is always better to separate power from feedback. Radio’s primary goal like other press members of the fourth estate of the realm is a means of checking power. Radio, by its required balance in reporting should be funded by a wider spectrum of public and private money. It is against this backdrop that informs the Bayelsa Radio Corporation headed by Mr. Clinton Thompson to ask for public participation in the repositioning of the corporation for effective service delivery. According to him, the Radio is willing to turn itself around in a complete overhaul of its enabling laws and processes to enable it posses a wider reach, quality programming, and state of the arts studios. He is grateful for the total support of the State government in this direction.
To this end the corporation is rolling out the drums on 28 November,2009 for a public launching of this renewal which will see her soliciting for financial and material assistance and partnership of individuals and corporate organizations to reposition the corporation for effective service delivery. Incidentally 28 th November coincides with the 10 th anniversary of the founding of Bayelsa Radio; so much more will be expected of this day. May this worthy development receive the heartfelt support of all forward looking Nigerians and promoters of good governance and sustainable development in Bayelsa State.
Mr. Nworisara is a public affairs and policy analyst.
