Maximizing Emerging Media Career Opportunities: Key Takeaways from MCDN Conference

By Precious Nwonu

The Media Career Development conference held on October 31 at the University of Lagos by Media Career Development Network (MCDN), a media training, mentoring and coaching organisation could as well have been a multiple masterclass sessions on key career issues for journalists and other media professionals.

For five hours, ten speakers and panellists  masterfully addressed the theme of the programme: Maximising Emerging Media Career Opportunities from various perspectives based on their diverse multimedia experiences.

Over 100 participants at the venue and via online were exposed to insightful presentations from various speakers throughout their career journeys including ways to map out new paths on becoming the media professionals. This was the thrust of welcome address by the Executive Director of MCDN, Mr Lekan Otufodunrin.

Chairman of the Board of Trustees of MCDN, Professor Oloruntola Sunday who is the Head of Department of Mass Communication, University of Lagos set the tone for the essence of the conference noting that it was informed by the need to create new voices in journalism to thrive and reach new heights globally.

“We don’t just want journalism to be a profitable career, we want it to be a career that’s full of purpose, one that truly benefits society. The world needs talented reporters, analysts, filmmakers and communicators like you who can capture stories that matter and shine a light on the issues that shape our lives,” he stated.

EXPANDING MEDIA FRONTIERS

The array of speakers at the conference supported by the Wole Soyinka Centre for Investigative Journalism (WSCIJ) included the Nigeria Editor of AfricaCheck, Mr David Ajikobi who delivered the keynote address on the Present and Future of media work but focused on “Expanding Media Frontiers in the Age of Disinformation, AI, and Pandemics.”

He noted the transformative impact of the digital age on information access, interpersonal connections, and public understanding, noting that these changes come with unprecedented challenges, particularly in light of digital networks, health crises, and emerging technologies like AI. 

Ajikobi highlighted Africa Check’s pioneering role as Nigeria’s first independent fact-checking organization, inspiring the rise of others like Dubawa, Fact Check Hub, and Round Check, as well as fact-checking desks in newsrooms across the country. This evolution, he said has broadened journalism’s career landscape, creating numerous fact-checking roles and supporting well-paid journalists in the field.

In hindsight, he referenced how the COVID-19 pandemic reshaped the media landscape, creating an “infodemic” of misinformation that fueled confusion, panic, and dangerous behaviors, observing that new roles in data journalism, digital health reporting, and crisis communication are emerging, as professionals in these areas work to translate complex medical information into understandable content for the public.

He also emphasized a growing demand for media training in digital and media literacy, as well as investigative tools like Open Source Intelligence (OSINT) due to advancements in AI and Big Data, adding that  AI is increasingly utilized by journalists to monitor trends, analyze misinformation, and play a central role in combating disinformation.

Ajikobi advised journalists to continually upskill and innovate to create new media opportunities, stating that young people must learn digital literacy, AI ethics, and how to identify misinformation to uphold resilient, integrity-driven media.

Other speakers including veteran journalist and media trainer, Taiwo Obe,  a Broadcaster and Lead Consultant at Yellow Blue Consulting, Funke Treasure and Chief of Staff at Big Cabal Media, Anita Eboigbe responded to Ajikobi’s keynote speech acknowledging the changing media landscape and the need for journalists to have relevant skills to match the demand for innovative and relevant information dissemination.

Obe who is the Founder and Director of Journalism Clinic emphasized the importance of problem-solving in journalism and advised journalists to adopt a “Think and Do” mindset which is not just about finding a job, but creating value within that role.

He encouraged journalists to broaden their perspectives and explore innovative ways to address industry challenges, stating that journalists must view their work as an opportunity to make impactful changes.

Treasure commended the Nigeria Coalition of Fact-Checkers’ multifaceted approach to tackling disinformation, which includes “social media war rooms” and fact shields—explainers used to counteract misinformation hotspots during the election.

She noted that through daily fact-checks on controversial claims, the coalition provided contextual corrections to flagged posts, helping to debunk false narratives and mitigate misinformation’s impact. Post-election, coalition members also shared insights to further refine their strategies for future events.

Considering the high level of misinformation, the Assistant Director of Programmes, Lagos Operations of the Federal Radio Corporation of Nigeria (FRCN) said that modern newsrooms need producers trained in multimedia fact-checking to ensure the credibility of digital content.

Eboigbe also spoke on the relationship between media and disinformation, defining media as a public trust historically dedicated to nation-building and public accountability.

With disinformation becoming one of the most serious threats facing media institutions, she stressed that fact-checking serves as an essential accountability measure for preserving media integrity noting that the future of media in Africa is increasingly collaborative and called for partnerships within Africa and globally as a crucial step toward reclaiming trust in media.

African media according to her is now empowered to tell its own stories, with collaborative efforts enabling it to build a more resilient and trustworthy landscape.

INSIGHTS ON CAREER DEVELOPMENT

Jill Giesler a renowned teacher and coach of media leaders from the United States alongside Colleta Macharia, Professional and Personal Development Coach from Kenya during their virtual presentations offered insights on what career development is, the need for it, and the best approaches for having fulfilling media career.

Giesler  emphasized the importance of career growth through consistent learning, staying connected to one’s purpose, and tapping into various platforms for self-improvement. She recommended that media professionals cultivate creativity by seeking organizations that align with their career goals and engaging in continuous learning from mentors and role models in their field.

To advance their careers, the Bill Plante Chair in Leadership and Media Integrity at Loyola University Chicago encouraged journalists to learn about artificial intelligence tools, digital skills, and audience behavior, while cautioning against over-reliance on AI, suggesting it should be used as a guiding tool rather than over-dependence on it.

Additionally, Giesler shared her “Work Happy” principles on leading with a positive attitude, encouraging leaders to support their teams and take joy in their success. She advised against working with difficult individuals, humorously asserting, “Life is too short to work with jerks. Don’t hire them, don’t promote them, don’t work with them, and don’t be one.”

She stressed the importance of cultivating communication skills, values, and insights, which she described as invaluable assets that will support professionals throughout both their careers and personal lives.

Macharia shared her insights on career growth, advocating for a strategic, flexible approach known as the “GAME Plan.” The plan combines the “Inner Game” and “Outer Game” essential for career advancement. The Inner Game refers to an individual’s strengths, skills, character, values, and personal attributes, along with their motivation and experience in the field. Understanding these elements, she explained, provides a solid foundation for one’s career.

Macharia urged media professionals to evaluate what drives them, the skills they’ve gained, and the personal values that guide their work in journalism.

She advised participants to articulate their value to the industry by presenting their unique skills and experiences, stressing the importance of nurturing oneself through continuous learning, staying updated with industry trends, and adapting to the evolving media landscape to maintain career relevance.

STRATEGIES FOR CAREER DEVELOPMENT

Strategies for maximising emerging media career opportunities were further expounded by  three female panellists including the Chief Executive of 1st Royal Character and Values Limited (RCV), Bosede Olusola-Obasa, development journalist,  Kofoworola Belo-Osagie, and media and development communication specialist, Adebisi Adetunji.

Olusola-Obasa, a former journalist with The Punch who spoke on “Career Development/Mapping/Planning Matrix,” highlights seven key components of she she terms the “seven ‘I’s”: Introspection, Intention, Inspiration, Innovation, Invention, Inspection and Identity.

“Introspection is focusing on self-discovery, where one’s unique gifts, passions, and talents align with personal identity, or the “Who”. ‘Intention’ emphasizes the need for purposeful dreaming, planning, and investing, aiming for intentional living, which answers the “Why” question. On the other hand, ‘Inspiration’ involves learning, capacity-building, mentorship, and finding clarity through continuous development —defining the “What” in one’s career path.

‘Innovation’ focuses on creating better and more efficient ways of achieving goals, underpinned by research, trends, and observations. This represents the “How.”  ‘Invention’ she explains are where ideas are transformed9 into practical solutions, projects, or value-creating initiatives, like launching a product or starting a company, ‘Inspection’, a process of regularly assessing one’s progress and identifying what may no longer serve a purpose guides one in preparing for the next stages. While ‘Identity’, refers to establishing a lasting legacy through relevance, influence, and sustainable impact.

Belo-Osagie, former Head of Education Desk, The Nation Newspaper spoke on “Transferable Media Skills”. She began her speech with a metaphor that “Journalists are like athletes,” with both a starting and finishing line. She stated that the newsroom has a defined lifespan, meaning journalists must give their best effort to progress.

She emphasized the need for ‘intentional growth’, suggesting that journalists should pursue excellence by seeking opportunities, investing in courses—even if self-funded—and understanding their unique strengths. She also outlined critical skill areas for journalists, including research, public speaking, subject expertise, programming, data analysis, desktop publishing, video editing, fact-checking, digital marketing, negotiation, and familiarity with Artificial Intelligence.

Bello-Odagie who was also the former Commissioning Editor of Conversation Africa, explained that there are various career paths that journalists could explore include  public relations, content creation, social media management, data analysis, research, advocacy, publishing, and academia.

She underscored the importance of networking, which can be achieved by building positive relationships, providing value, and volunteering. Through networking, she said journalists can gain access to new opportunities, experiences, and exposure.

In her contribution, Adetunji, former Controller of Programme at Federal Radio Corporation of Nigeria discussed “Forms of Multimedia Skills” relevant for today’s journalists including the fundamental skill of storytelling, noting that journalists must be adept at creating compelling narratives.

In order to enhance storytelling, she said journalists should develop digital skills such as video production, animation, and proficiency in social media platforms alongside analytical tools to monitor engagement. Adding that there are various tools that can help journalists elevate their careers including podcasting, graphic design, blogging, and the creation of infographics.

In addition, she highlighted the critical role of networking in career development, illustrating this with an example of Kayode Okikiolu, a journalist from Channels TV, who has successfully built a recognizable brand by increasing his visibility on digital platforms.

She encouraged journalists to present themselves professionally, urging them to “package” themselves authentically while constantly updating and improving their multimedia skills.

FUTURE OF WORK WITH AI

Sharing insights from the Future of Work Report by KPMG, Nnamdi Obinwa, Manager Deal Advisory, Mergers & Acquisitions in this presentation titled, “Shaping the Workforce of the Future with AI”, suggested that organizations should embrace AI by experimenting to maximize its potential, refining processes and activities, equipping their workforce with the skills needed to use new tools, and preparing for the ongoing evolution of AI in business settings.

On workforce development, Obinwa addressed how technological advancements are swiftly reshaping the skillsets required by modern organizations and advised organizations to redesign job structures, determine strategic workforce locations, and optimize their mix of talent to retain top employees.

He recommended that companies identify pilot programs that could significantly impact productivity, use AI to support these initiatives, measure the impact, and scale successful pilots to enhance learning and development.

AWARDS

The conference ended with the introduction of MCDN’s Media Mastery Network product and awards for Media Non-Governmental Organisations and Corporate organisations for their immense contributions to media capacity development in Nigeria.

PARTICIPANTS’ COMMENTS

In comments on their social media handles, many conference participants, including the speakers, expressed that they gained valuable insights and learned a lot from the event.

Experienced Digital Content Creator, Joan Yakubu in a LinkedIn post said, “As a media personality, it was a powerful reminder to approach my work with utmost integrity, creativity and innovation.”

Disability Rights Advocate, Oladunjoye Busola also wrote on LinkedIn “I have learnt to intentionally track my learnings in each workplace I work and volunteer. I can attest to what Mrs Bosede Olusola-Obasa said, that the work you do enhance your worth.”

Freelance journalist Inyang Blessing-Ita, based in Port-Harcourt, Rivers State, who joined virtually, said , “Thank you for such an insightful and impactful conference. The programme was so rich. God bless and more lifting for all our quality resource persons.”

Adebisi Adetunji, one of the speakers wrote on facebook wrote, “Honoured to have been part of the Media Career Development Conference. Indeed, I came away loaded with juicy ideas, knowledge and experience sharing from the speakers. In the coming days, I’ll be sharing great insights from speakers and panellists. I tell you, it was a rich conversation.”

Biodun Busari, a participant and writer, shared, “I met veteran journalists and colleagues alike at the Media Career Development Conference, themed: ‘Maximising Emerging Media Career Opportunities.’ It was an engaging and networking-filled event at the University of Lagos. Thank you, sir, @lotufodunrin, and everyone involved.”