Empowering Tomorrow’s Media Leaders: Caleb University Students Explore Branding, AI, Strategic Communication

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The Department of Mass Communication at Caleb University, Imota, Lagos State has urged students to embrace the increasing role of branding, strategic communication and technology as key drivers of the future of the media industry.

This was the focus at a media consultancy campaign organised for the 300 level students of the department with the theme, “Empowering Brands: Transforming the Future of the Media.”

Mrs Amina Omoike, an advertising professional, told participants at the event that every brand functions as a media organisation because it constantly communicates messages and values to its target audience.

She described Caleb University as a brand and emphasised that organisations must pay attention to their reputation, communication style, and relationship with their audiences.

Mrs Omoike stated that media consultancy is the role of an expert who provides professional advice and strategies to brands and media organisations as she highlighted different forms of media, including television, magazines, and digital platforms, as important tools for communication.

She also identified strategic planning, digital messaging, data interpretation, and emotional intelligence as important skills needed in media consultancy, noting that understanding audiences remains a key part of effective communication.

Dr Monday Ashibogwu , Group CEO, Billsbox Services Limited, shared personal experiences from his academic journey and encouraged students to view media consultancy as a field that requires creativity, professionalism, and problem-solving skills.

He explained that media consultants help brands identify communication challenges and develop strategies to improve their public image. He challenged the students to think about their responsibilities as future media consultants and asked them how they would approach real-life communication challenges.

Dr. Ashibogwu also discussed the growing influence of Artificial Intelligence (AI) in media consultancy and explained how technology is changing the way media professionals create content, analyse information, and develop strategies.

While speaking on the media industry, Dr Ashibogwu explained the difference between media practitioners and media consultants, adding that journalism, public relations, and media consultancy all contribute to effective communication.

Mrs. Joy Joseph, the Course Lecturer, explained that the programme was an avenue for the students to learn from professionals and hone their skills in communications and media consultancy.

She said the initiative was designed to expose students to global best practices in media communication and consultancy, while also helping them to understand the vast opportunities available in strategic communication, noting that in a rapidly changing technological world, communication remains a powerful tool for solving problems, creating value and making meaningful impact in society.

The programme was attended by distinguished members including the Dean, College of Communication and Media Studies, Dr. Kayode Okunola; Head of Department (HOD) Mass Communication, Dr Sunday Ogbonna; Dr Solomon Oyeleye; Mrs Funmi Falobi; Dr Samson Bello; and Dr Charles Adewale.

The event equipped students with deeper insights into the future of the media profession and the evolving opportunities within the industry. It also featured group presentations in which the students showcased their understanding of strategic communication, event planning and branding.