BEYOND THE NEWSROOM: HOW SEPLAT ENERGY, ELOH CONSULTING ARE HELPING JOURNALISTS NAVIGATE THE DIGITAL REVOLUTION

By Endurance Ikanone

SAPELE, Delta State — The man who once depended on a newspaper for breaking news can now reach thousands of people through a smartphone before a newspaper arrives at the newsstand. Similarly, a video recorded in a market or government office can circulate across social media within minutes, challenging traditional media organisations for public attention and transforming how people receive information.

This changing reality is reshaping journalism, forcing practitioners to reconsider how they gather information, distribute news, engage audiences and sustain their businesses. For professional journalists, however, the challenge extends beyond learning to use digital devices, as they must also understand emerging technologies, develop entrepreneurial skills and explore new revenue opportunities without compromising the accuracy and credibility that distinguish journalism from ordinary content creation.

These issues formed part of a two-day Media Entrepreneurship Programme organised by Seplat Energy in collaboration with Eloh Consulting Limited for 30 journalists from Warri and Sapele, Delta State. Held at Hotel Valerie, Sapele, the programme examined personal effectiveness, business development, financial intelligence, digital marketing, media technology and opportunities within the expanding content creators’ economy.

The training addressed an important question confronting the media industry: how can professional journalism remain relevant, credible and financially sustainable in an environment where almost anybody can publish information and attract an audience?

For decades, newspapers, radio and television stations controlled much of the infrastructure through which news reached the public, with reporters gathering information, editors verifying and selecting stories, and established media organisations determining when and how reports were published. However, digital technology has significantly changed that arrangement, allowing content creators, community activists, traders and political supporters to publish videos, photographs and commentary to large audiences without working for conventional media organisations.

While some of these individuals provide valuable information, others circulate unverified claims, making it increasingly difficult for audiences to distinguish reliable reporting from speculation. This is where professional journalism must demonstrate its enduring value, particularly because recording an incident and uploading it online may bring it to public attention, but professional reporting requires additional work.

Journalists must verify the circumstances surrounding an event, seek relevant perspectives, obtain official responses where necessary and provide the context that enables audiences to understand what happened. Similarly, an allegation against a public official should not be treated as an established fact simply because it has attracted thousands of online reactions.

Nevertheless, accuracy alone does not guarantee visibility, as a carefully researched report may receive less attention than a sensational video containing unverified information. Journalists must therefore learn to compete effectively in the digital environment without sacrificing the professional standards that sustain public trust.

Consequently, the solution is neither to dismiss content creators nor to abandon traditional journalism but to combine established reporting principles with the opportunities offered by digital technology. A newspaper reporter, for instance, can complement a written story with explanatory videos, photographs, audio interviews and social media discussions, while radio journalists can extend their programmes through podcasts and independent publishers can develop digital platforms serving clearly defined audiences. Ultimately, the objective is to meet audiences where they consume information while maintaining editorial integrity.

Achieving this balance requires professional adaptability and a willingness to understand how technology is changing the media landscape. During the Sapele programme, Nnamdi Uwaemelulam facilitated a session on media technology, examining technological trends, their importance and the need for adaptability through lectures, exercises and class discussions.

The session reflected the growing importance of digital competence in contemporary journalism, particularly as practitioners increasingly rely on multimedia storytelling, digital publishing and audience engagement to present information in different formats and reach audiences beyond traditional distribution channels. Nevertheless, technology must serve journalism rather than dictate its priorities.

The central questions remain: What information do communities need? Which public issues require investigation? How do government policies affect livelihoods? What challenges confront businesses, schools, healthcare facilities and residents?

In Sapele, for example, journalists can investigate road conditions, flooding, public infrastructure, local businesses and the implementation of government projects, combining written reports with photographs and short videos to make their coverage more accessible. However, the professional advantage lies in going beyond recording events to investigating their causes, examining official responses and following developments until the public understands their implications.

Beyond technological competence, journalists must also consider the economic realities of operating in an increasingly competitive media environment. Digital transformation presents significant financial challenges because producing valuable content does not automatically generate enough income to sustain a publication or pay journalists. A reporter may possess considerable experience but lack the business knowledge required to establish an independent media organisation, while another may have a substantial online following without a reliable strategy for generating revenue.

These realities explain the growing importance of media entrepreneurship. At the programme, Uloma Okoro facilitated sessions on personal effectiveness, business development, business planning and identifying business opportunities, highlighting possibilities for journalists to establish specialised digital publications, produce documentaries, develop podcasts, offer multimedia services or provide professional communication consultancy.

However, a sustainable media venture requires more than enthusiasm and an active social media account; it needs a clear purpose, an identifiable audience, realistic financial projections, consistent production and effective management. During the second day, participants examined financial intelligence, wealth creation, entrepreneurial leadership and venture financing, while the programme also featured a reading titled Why New Ventures Fail and a case study on The Candel Company.

Olu Onakoya facilitated discussions on financial intelligence as an enabler of prudent investment, while another session examined the socio-economic environment and the challenges facing entrepreneurial ventures, including leadership and access to financing. For journalists, these lessons have practical implications because running a media business involves expenses such as equipment, transportation, internet access, staffing, software and production.

As a result, a publication may attract substantial attention yet remain unprofitable if its operating costs consistently exceed its earnings. Visibility, therefore, should not be confused with financial sustainability.

At the same time, commercial success must not undermine editorial independence. Although advertising and sponsorship are necessary for many media organisations, commercial interests should not determine news coverage, suppress legitimate criticism or encourage unverified reporting. Professional credibility, when properly protected, can become one of a media organisation’s most valuable assets.

Closely related to these concerns is the role of digital marketing in helping media organisations reach and retain their audiences. Digital marketing was another subject examined during the programme, with Abiola Adedeji facilitating a session on the subject.

In a crowded online environment, producing quality content is only part of the job, as publishers must also understand how audiences discover their platforms, what encourages readers to return and how digital channels can strengthen relationships with the public. Headlines, photographs, search visibility and social media distribution influence whether stories reach their intended audiences.

However, sensational headlines, misleading images and unsupported claims can damage a publication’s reputation, making it essential for journalists to learn how to market credible reporting without distorting facts or confusing popularity with public service.

In addition, continuous learning remains important, as training in digital verification, data journalism, multimedia production, investigative reporting and audience analytics can strengthen professional competence. Media organisations also have responsibilities in this regard, with editors expected to encourage innovation while maintaining rigorous verification standards and media owners investing in staff development and sustainable business models.

These considerations become even more important as content creators increasingly compete with established media organisations for public attention. The rise of content creators does not mean professional journalism is disappearing; rather, it raises important questions about accountability, accuracy and the responsibilities associated with informing society.

Journalism is not defined simply by owning a camera, writing captions or attracting followers, as its professional responsibilities include systematic information gathering, verification, providing context, correcting errors and holding power accountable. Some content creators also uphold these standards, meaning that the distinction should rest on the quality, methods, purpose and accountability of the work rather than job titles alone.

Against this background, the two-day programme concluded on October 8 with a course evaluation, closing remarks and the presentation of certificates to participants. However, its lasting value will depend on how journalists apply the knowledge acquired: whether they develop new digital skills, improve their business plans, explore sustainable funding and use technology to strengthen public-interest reporting.

For Seplat Energy and Eloh Consulting Limited, the programme provided an opportunity to bring journalists together to examine skills extending beyond conventional reporting routines. Ultimately, the future of journalism will depend on the ability of practitioners to combine professional competence with technological adaptability and entrepreneurial understanding.

Traditional newspapers, radio and television will continue to serve important purposes, but their success increasingly depends on how effectively they engage audiences across digital platforms. While the journalist who ignores these changes risks losing visibility, the one who pursues popularity without regard for ethics risks losing credibility.

The stronger path is therefore to embrace innovation while preserving accuracy, fairness and accountability. Although the newsroom may now extend to a journalist’s laptop, smartphone or independent digital platform, its essential responsibilities remain unchanged.

In the emerging media landscape, professional journalists must do more than publish quickly or attract online attention; they must establish the facts, explain their significance, earn public trust and develop sustainable ways to continue serving society.