The languorous atmosphere at the University of Nigeria, Nsukka was awoken by the reverberations of the 14th edition of the Jackson lecture series especially coming at a time the premier institution is barely resuming academic activities for a new academic session. Charles Otu writes that this year’s edition, with a riveting focus on: Local Content, National Development and Strategic Communication suitably delivered by a Jacksonite and Manager, Media and Publicity at the Nigerian Content Development and Monitoring Board, NCDMB, Dr. Obinna Ezeobi which shared profitable experiential insights justifying the topic’s choice caught the atypical attention of the entire University community, Nigeria and beyond.

The venue was the popular Princess Alexandra Auditorium, PAA, University of Nigeria, Nsukka. The time however, was different. It has been some 25 years after the guest lecturer, Dr. Obinna Ezeobi left the same hall after his convocation in 2000, graduating from West Africa’s pioneer College of Journalism – the Mass Communication Department popularly known as the Jackson building established in 1961 under the initiative of the University’s founding father, Dr. Nnamdi Azikiwe.
Confident, vastly experienced, and potentially more settled in his personal values, Ezeobi who was fittingly described by his citation reader, Dr. O. Ekwueme, ably represented by Dr. Olanma as an excellent communicator who possess the adrenalin of the headline having been within and around the newsrooms from his yore days in New Age to his later years in the PUNCH newspaper from where he joined the Nigerian Content Development and Management Board, NCDMB . Today, he manages media and publicity for the strategic oil agency deeply vested in ensuring that Nigeria’s local content interests are ingrained and adequately protected. With a few gray hairs, a fuller face, and a slight change in body composition compared to his lanky stature in his younger years in the lion’s den, Ezeobi’s attributes well fits the perfect description of a quindiquagenarian ( a man within his mid or late fifties).

First to mount the rostrum was the Chairman of the Local Organizing Committee, Dr. Chidiebere Nwachukwu- a lecturer and Development Communication specialist, who, after reminiscing on the past Jackson lectures rightly posited that the Mass Communication Department of UNN has been practicing local content since inception with every series of the previous lectures often delivered by it’s products who have distinguished themselves in their fields of endeavours. For reflection purposes, he recounted that the likes of Development Economics and Communications expert, Professor Pat Utomi, a former Federal Minister, Late Chief Tony Momoh, former Presidential Media aide, Garba Shehu and a host of other important personalities have delivered the Jackson Annual lecture since inception.
The Head of Department, Mass Communication, Professor Michael Ukonu on his part took time during his address to reel out a litany of accomplishments and significant strides that the department under his leadership has recorded. According to him, prominent among other numerous achievements in the areas of research and academic successes is the future plan to establish a Departmental Radio which he revealed was in partnership with Zanders Communication especially as the department is gearing to fully unbundle into a full-blown Faculty of Communication Studies in line with the National Universities Commission, NUC’s approval.

Then came the opportunity for the audience to gain insights into the main business of the day: the lecture itself. And as expected, the guest lecturer, Dr. Ezeobi did not fail to deliver. Taking his audience down the memory lane on his academic sojourn as an undergraduate 25 years ago, Ezeobi insisted that with the discipline evolving and expanding into 103 departments in today’s Nigeria, UNN as the pioneer must gird it’s loins and do things differently and in conformity with local content strategies to remain excellent and in demand.

“Considering this rich legacy, the department has a huge responsibility to maintain it’s leadership position. This is important because of the monumental impact of technology on the communication sphere, competition from other schools, and learning apathy among students”, he began.

In enlightening his vast and varied audience which included scholars and researchers from other Faculties and Departments including invited guests from other institutions and traditional rulers from Nsukka, the guest lecturer did justice in explaining the concept of local content and analyzing the various National Development plans of pasta and the present administration and how it has impacted or impeded national economic growth and development of Nigeria. “There is nexus between local content and national development. One of the best strategies to promote national development is through developing in-country manufacturing capabilities, which is a key plank of local content. For any nation to develop sustainably, it must take deliberate and intentional efforts to industrialize and manufacture a large proportion of what her nationals consume or utilize and create employment opportunities for her people “, he posited.

Ezeobi believes that the failures of past Nigerian governments to actualize theional economic blueprint is directly linked to discontinuity, inconsistency, lack of sustainable plans and the inability to properly integrate local content plans and strategies. “National development must involve all all the sectors and every sector must move and progress optimally before you can say you are moving or developing nationally “, he insisted. Highlighting the importance of intensive strategic communication in his organization, Dr. Ezeobi disclosed that the Nigerian Content 10-year strategic roadmap, conceptualized in 2017 to accelerate local content development was devolved into four pillars; Technical Capability Development, Compliance and Enforcement, Enabling Business Environment, Organizational Capability and Sectorial and Regional Market Linkage.
Dr. Ezeobi did not also fail to highlight some key achievements the NCDMB has recorded using strategic communication. He maintains that the effective use of strategic communications to promote local content in the Nigerian oil and gas industry has made local content a national agenda, adding that due to the effective manner NCDMB implemented and communicated Nigerian Content policy, key sectors like power, ICT, Science and Technology have started to adopt the policies in their operations. “The effective use of strategic communications helped to position NCDMB as high performing agency in the estimation of key industry stakeholders. This is reflected in the ranking of NCDMB as the number one federal agency in transparency and efficiency for three consecutive years, by the Presidential Enabling Business Environment Council, (PEBEC). NCDMB also won several other accolades, including the award as the Best Ministry, Department and Agency in Digital Engagement in 2024” among other accomplishments reeled by the tireless guest lecturer.

In his concluding remarks, Ezeobi delved into the deeper narrative of how Nigeria can achieve national development through strategic communication. He posits that Communications on national development should be credible, admitting shortcomings and genuine efforts towards improvements. “There must be strong positioning about Nigeria. The country’s vision and mission statements need to be created and shared consistently among citizens. For communications on national development to succeed, we must build credible reputations for our leaders… It is important that we tell our story consistently and convincingly, and stop other persons telling bad versions of it”, he reiterates.

The NCDMB Spokesperson lastly suggested that managers of national development must also take credible feedback seriously. The social media age put unprecedented power in the hands of the audience and it is important for communication planners to harvest those feedbacks, evaluate and use them to improve subsequent messages. Ezeobi in his recommendations encouraged students from UNN to participate actively in the Nigerian Content annual undergraduate essay competition while the National Centre for Energy Research in the institution can develop proposals on capacity building programmes on renewable energy.
“The university can also develop proposals for collaborations with NCDMB, including being made a research centre of excellence in specific areas of energy space”, he ended his lecture.

In an interview with newsmen, a visibly elated Ezeobi reiterated his earlier message to the Vice-Chancellor of the University during a courtesy visit, emphasizing the need for the institution’s management to map and reach out to critical stakeholders and agencies across the length and breadth of the nation and beyond in order to harvest meaningful partnership opportunities that can help reposition the premier citadel of learning to its best.
“I feel highly elated to have grabbed the opportunity to speak at this year’s annual Jackson lecture as the Guest Lecturer”, Ezeobi told journalists. He later fielded questions from his guests who also shared their thoughtful opinions, suggestions and recommendations all geard towards harnessing the best on the discussed topic.

The ceremony also featured presentation of awards to the guest lecturer by the Associate Dean, Faculty of Arts, Professor Mrs. Chinwe Okpoko and also the presence of His Royal Highness, Eze Jacob Uguwanyi, popularly known as Gburieaku of Ibagwa-Aka, Igboeze South L.G.A, Enugu State who is the CEO of Don-J Pharmaceuticals West Africa PLC, Kano-, the Chief Executive Officer of Johnnocs Pharmacy. He was the Chairman of the occasion and also an award recipient.

Other side attractions included a drama presentation by the Departmental Undergraduate students Association, MACSA.