ORAN bemoans exploitation of media consultants, calls for direct corporate engagement

The Online Reporters Association of Nigeria (ORAN) has raised concerns over what it described as the growing exploitation and marginalisation of Nigerian media organisations by consultants and middlemen, accusing them of controlling access to advertising budgets and media support meant for publishers.

The association said the development has left many media organisations struggling financially despite their critical role in promoting businesses, reporting government activities, and strengthening democracy.

Speaking on behalf of the association, ORAN President Adegbola Tijani appealed for calm among journalists and media owners, assuring members that the association would engage government agencies, financial institutions, multinational corporations, and other stakeholders to address the issue.

ORAN Accuses Consultants of Hijacking Media Budgets

According to ORAN, consultants initially engaged to handle corporate communications and reputation management have gradually become powerful gatekeepers, deciding which media organisations receive advertising placements and financial support.

The association argued that this practice has denied publishers direct access to organisations while significantly reducing the value placed on professional journalism.

For decades, Nigerian media organisations have served as a bridge between institutions and the public by reporting government policies, promoting brands, shaping public opinion, and holding leaders accountable.

However, ORAN noted that the industry is now facing severe financial challenges, not because of censorship, but because of a system that has reduced many media practitioners to what it described as “beggars” within their own profession.

Media Support No Longer Reflects Economic Reality

The association lamented that the cost of advertorials and media placements has fallen far below the actual cost of operating a modern media organisation.

“There was a time when the benchmark for a single advertorial insertion in a credible media house was not less than N350,000. That fee covered newsroom operations, editorial integrity, distribution, and the trust associated with established media brands,” the association stated.

ORAN further alleged that some institutions now offer annual media support ranging between N20,000 and N45,000, describing the amounts as ridiculously inadequate considering rising operational costs, including diesel, internet services, digital infrastructure, salaries, office rent, and equipment.

The association, however, acknowledged that some organisations have maintained more sustainable media engagement models.

It cited one financial institution that reportedly provides structured six-monthly media support of N500,000, amounting to N1 million annually, describing the arrangement as a more respectful partnership with journalists.

According to ORAN, while some organisations provide annual support ranging from N150,000 to N500,000, others merely distribute gift vouchers worth between N10,000 and N100,000 after benefiting from a year’s worth of media coverage.

Media Houses Burdened by Free Press Releases

The association also criticised the growing practice of organisations sending multiple press releases daily to digital media platforms with the expectation that they should be published free of charge.

According to ORAN, media organisations bear the costs of editing, graphics, hosting, bandwidth, promotion, and distribution without any corresponding financial support.

It warned that the trend has left many publishers struggling to pay salaries, invest in technology, and undertake investigative journalism.

“This is not support. This is exploitation. It is downgrading Nigerian journalism to the highest order,” the association declared.

ORAN Calls for Direct Corporate Engagement

The association urged government ministries, departments, and agencies (MDAs), banks, telecommunications companies, multinational corporations, and other private organisations to return to direct engagement with media owners.

According to ORAN, direct engagement would improve transparency, accountability, and value for money while ensuring institutions know exactly where their media budgets are spent.

The association maintained that consultants should focus on crisis communication, reputation management, and strategic advisory roles rather than controlling advertising budgets meant for media organisations.

It warned that the current arrangement has effectively created a “toll gate” between institutions and publishers, with consultants allegedly taking significant portions of advertising budgets before the remaining funds reach the media.

Ethical Concerns Over Financial Pressure

ORAN warned that continued financial hardship within the media industry could undermine journalistic ethics.

The association noted that some media organisations may become reluctant to publish negative stories about organisations providing them with limited financial support, while struggling journalists could become vulnerable to unethical practices.

“When journalism is driven by survival rather than ethics, everybody loses—the institution, the media, and the public,” it warned.

Banks’ Media Relations Under Scrutiny

Beyond the general concerns, industry observers have also pointed to what they describe as inconsistent media engagement by several commercial banks.

According to information available to ORAN members:

• United Bank for Africa (UBA): Group Head of Media Relations, Nasri Rahmon, was criticised for allegedly maintaining limited engagement with media organisations except during periods of reputational challenges.

• Unity Bank: Following reports of a proposed merger involving the bank, media owners claimed corporate engagement with publishers had significantly reduced.

• Fidelity Bank: Media executives acknowledged that Meksley Nwagboh and Adewale Banzi have approved advertising support for media organisations but alleged that the beneficiaries have been highly selective.

• First Bank of Nigeria: Media owners alleged that since Yinka Ijabiyi assumed office, direct media empowerment through advertising has declined despite the bank regularly distributing press releases for publication.

• Guaranty Trust Bank (GTBank): Some media owners alleged that advertising placements are largely restricted to journalists and media organisations already under contractual arrangements with the bank.

• Polaris Bank: The bank has left many wondering about the progress of the financial institution regarding the inclusion of online media in its annual budget.

• Ecobank: Ecobank has not been supporting online media platforms through its limited budget.

• Access Bank: Access Bank has been engaging media organisations directly. However, news recently emerged that the financial institution intends to engage consultants to handle its public relations. This, stakeholders fear, could affect the goodwill the bank has built over the years.

• Sterling Bank: Sterling Bank is not helping the situation. The institution rarely supports online media.

• FCMB: FCMB has selected only a few media platforms with which it engages. This is very ridiculous. When the bank is faced with a crisis, it turns to online platforms to help address its challenges. It is advisable for the bank to engage online platforms in preparation for future crises.

ORAN Urges Media Owners to Strengthen Professional Standards

While criticising corporate organisations, ORAN also challenged journalists and media owners to improve professionalism by providing accurate audience data, measurable impact reports, and clear value propositions.

The association insisted that media owners are not seeking charity but genuine partnerships capable of sustaining quality journalism.

It called on organisations to establish transparent criteria for media engagement, eliminate unnecessary bottlenecks created by consultants, and set advertising budgets that reflect current economic realities.

“The Nigerian media helped build the brands we celebrate today. We helped shape public opinion, drive commerce, influence policy, and defend democracy. We cannot continue to be treated as an afterthought,” the association said.

ORAN urged its members to remain calm while it engages stakeholders to address the issues, stressing that the time had come to end what it described as the “begging bowl” culture in Nigerian journalism.

“You cannot build a strong nation or a trillion-dollar economy by starving the institutions and the people who tell its story,” the association concluded.