Deputy Governor of Cross River State, Dr. Peter Odey, has advised media aides and communications managers of government functionaries in the state to imbibe lessons from modern techniques.

He made the charge when he stopped by the two-day training organised by the Agba Jalingo Foundation for Investigative and Accountability Journalism Masterclass on Artificial Intelligence, Data Analysis, and Law in Communication. The training was organised for journalists and media aides to the State Governor, his deputy, and local government chairmen over the weekend.

Odey said the need for the training was very important to make participants more effective, efficient, and relevant to the system.

“We need you to be well trained, more effective and efficient in order to guide your principals in modern communications,” he stressed.

The lead trainer and media consultant, Dr. Monday Ashibogwu of Quick News Africa, charged the media aides to make themselves and their official inputs to their work more effective in line with modern trends.

Another trainer at the event, acting head of the Department of Journalism and Media Studies at the University of Cross River State, Dr. Cornelius Ellah, urged government spokesmen, press secretaries, and media assistants to show greater allegiance to the public rather than to their principals.

He reminded media aides that, like their principals, they are also serving the public.

“You are servants to your principals who are servants to the people. Even though you are paid to protect and promote their public image, you owe greater allegiance to the public than to your principals or your pockets,” Ellah stressed.

The journalism scholar advised that when their principals make derogatory comments about citizens, whether deliberately or inadvertently, media aides should temper their responses with public interest and fairness.

Speaking on the topic Media Information and Literacy in Communication, Ellah cautioned media aides against using harsh or bitter language when responding to criticisms of their principals.

“You are not doing your bosses any good by attacking critics with bitterness. Be mature, keep learning, and set aside personal sentiments whether issues favour you or not,” he advised.

Ellah, however, reminded them not to undermine their employers, saying,

“You cannot also bite the fingers that feed you.”

He clarified that media aides are public relations officers, not journalists, and therefore should approach their roles with tact and deliberation.

“As media aides, you must necessarily engage all stakeholders before issuing statements. You’re not bound by journalists’ deadlines, so take time to consult your principals and verify issues before reacting,” he added.

He urged them to see communication as a tool for bridge-building between government and the governed rather than as a weapon of attack.

Cross River Deputy Governor urges media aides to embrace modern communication techniques