NEWS ANALYSIS: Obi’s unpaid media magic, By Chris Adetayo

The campaign is not officially on. Still a month or so to go. But we can find things to say about each of the major gladiators.

For Peter Obi, it is the relentless use of unpaid media to increase his visibility and get his message across. Those in marketing and communications will understand this more than most. Essentially, it’s a marketing or communication activity that is not paid for eg via media appearances, public speaking etc. The opposite, paid media, includes advertising.

Over the past several months, Obi has made a habit of showing up on TV (AriseTV seems to be his favourite) and Radio to press home his viewpoints. In doing so, he has benefitted from the reach of these media as well as left several soundbites for his supporters to share on other media forms. It explains why, to a large extent, he has captured the attention of many of the educated who naturally have easier access to these media types.

It didn’t start recently. Obi’s rise to national prominence owes a lot to public speaking (some of which he would probably have been paid to give). While he was Governor, there is not much one can remember about his presence in the media as a thought leader. But he’s spent a lot of his time after leaving Govt House in Awka doing what leaders in developed climes do – seek out opportunities to speak on their experience in public service. The Platform, organised by the Covenant Christian Centre and broadcast live on national tv, is one of the finest example of these. A book is the natural extension and one would expect him to deliver one sooner than later.

Many have quibbled about his frequent tv appearances for interviews. Indeed, it feels unpresidential for a candidate (and his VP acolyte) to regularly show up in tv studios. But these appearances have added rather than detract from his appeal. More importantly, he’s needed it giving that he’s coming up against 2 entrenched behemoths (APC and PDP) who already have super high brand visibility, presence and dominance. Oh, it also fits into his frugal, “we no dey give shishi” mantra.

One can argue that Tinubu, Atiku and Kwankwaso have little need for the schematics of Obi. Their circumstances and needs are way different. But, in leaving the space entirely open to him, they have given him the head start that has made him a major factor come 2023.

When the campaign formally kicks off and the big boys come to the stage to blitz the media space, it will be interesting to see how Obi’s campaign adapts to cut through the noise. For now, thumbs up!!!