Ignore Local Media At Your Peril – Okali

By Ifeanyi Okali

Over time, I have observed a disturbing trend where some people casually dismiss our local media practitioners, often advising politicians to “ignore them during pre-election activities.” This notion is not only misleading but also undermines the very essence of grassroots journalism.

The truth remains that local media practitioners are the ones on the ground, closer to the people, and more in touch with the realities of our communities. They live among the people whose stories they tell. Their daily interaction with society gives them a unique perspective and credibility that outsiders can never replicate.

It is very annoying to see many politicians boldly spend millions on foreigners while giving only peanuts to the locals who are actually doing the real work. These local practitioners pay their taxes, contribute to the local economy, and remain committed to telling our stories, yet the bulk of the recognition and resources are handed over to outsiders. Ironically, when things go wrong, these same politicians return to the locals pleading, “My man, help me publish biko,” forgetting that media practice is both professional and expensive.

This is why I urge leaders and stakeholders to encourage and empower local practitioners to grow and improve in their craft. Support for the locals will not only strengthen journalism but also ensure that authentic voices are elevated. At the same time, I call on local media practitioners to uphold the highest ethics of journalism, as this is what will make them outstanding, respected, and truly indispensable in the industry.

While it may seem fashionable to “import” external media voices during critical political seasons, the fact is that such outsiders often lack the cultural context, grassroots connection, and first-hand experience that our local journalists bring to the table. The real work — the authentic storytelling and community engagement — is carried out by those who are embedded within the society.

To ignore local media is to disconnect from the very channel that bridges leaders and the electorate. As one who believes in responsible communication, I affirm that local practitioners are not only relevant but indispensable in shaping narratives, amplifying messages, and ensuring that leaders remain accountable to the people they serve.

#Note: Ekuke Is D∆ngerous!!

— Ifeanyi Okali is a local media practitioner, from Ebem Ohafia, Abia State