Oluwafunmilayo Ajala is a seasoned communication professional with a decade of experience in Corporate, Digital and Political Communications. Her expertise lies in stakeholder management, policy implementation and digital communication strategies.
Funmi’s career journey began at 234Next, a Timbuktu Media Limited newspaper, where she played a pivotal role in launching 234next.com, the online platform for NEXT newspaper. Her exceptional skills in combining offline and online content led to her rapid rise within the newsroom.
She later transitioned into the public sector, serving as the Senior Technical Assistant in Digital Media to former governor of Ekiti State, Dr. Kayode Fayemi. In this role, Funmi’s innovative communication strategies propelled the state’s online presence, achieving a remarkable 1,700 per cent surge in social media followership.
Throughout her career, Funmi has executed numerous public affairs communication and campaign projects, demonstrating her dedication to excellence. Her storytelling abilities, honed through journalism experience and study, have positioned her as a prominent figure in political communication.
Beyond her professional pursuits, Funmi is passionate about giving back to her community and impacting others. She actively engages in initiatives aimed at developing and empowering individuals.
In her spare time, Funmi channels her creativity into visual storytelling projects, including photography and videography, showcasing her multifaceted talents. In this Interview with ESTHER IJEWERE, she shares her inspiring story.
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Pivotal moments that shaped her career path and fueled her passion for communication
Interestingly, storytelling has been the centre of it all and I will share a moment from each area you have mentioned. The first moment was at 234Next, writing tech stories for the business desk and seeing how my story brought a person or business to limelight, seeing the impact and changes of real journalism in people’s lives and how it impacted society. There was some breaking news that affected policies, and those were moments when I felt okay with the path I had found.
The second will be the visit of His Excellency, Dr. Kayode Fayemi to the newsroom at NEXT and the subsequent request to come and serve in Ekiti State. My first assignment was designing a comprehensive and robust digital communications roadmap and social media strategy for the state. The impact of open governance to a certain level showed me what is possible and achievable if we go all out without bureaucratic bottlenecks.
The third is working with Her Excellency Erelu Bisi Fayemi as her Senior Special Assistant (Media and Public Affairs), where I got to work on various strategic communications projects. The use of visual storytelling to communicate the work done was incredibly impactful. I remember the first publication from the office of the First Lady and how it was received. It indeed pushed us to do more. These moments showed me that effective strategic communication, used in the right way, can be a tool for impact and change. They remain my driving force to make an impact.
Lessons from her work experience at 234next.com
234next.com is the online version of NEXT, a Timbuktu Media Limited newspaper led by the renowned Pulitzer Prize Winner Dele Olojede. With a background in Computer Science, I was assigned to the Online Desk while undergoing mandatory training with others. More important was the training for handling the newsroom’s proprietary Content Management System (CMS). I had to train and empower the diverse team of over 90 staff, equipping them with skills to navigate the CMS. A few days before the online platform’s go-live, my direct desk editor was unavailable for the launch. Working with my team, I became responsible for ensuring everything went smoothly with the contents for the going live of 234next.com.
Working at NEXT started my journey in storytelling and excellence in everything I do.
I quickly learned what would make a newsroom function 360 degrees, combining offline and online content. For most of the stories, we had high-resolution pictures that tell stories of their own, video elements for the online desk, storytelling for the print version and sound for the audio section.
I went on to effectively lead and manage a team of 10 talented online desk content producers who worked with all the various desks in the newsroom, fostering collaboration, optimising productivity and achieving remarkable results, which led to 234next.com becoming the leading online news platform in Nigeria. I learnt how to think quickly on my feet, be a good team player, be resilient and dogged.
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Her experience and strategies as the Senior Technical Assistant in Digital Media to the governor of Ekiti State
The most important strategy is to have the buy-in of the principal, which in this case is the governor. He will be the chief driver of the project. The governor was highly interested in using digital communication to drive a global transformation.
Next is understanding the goals; and from there drawing up a strategic communication plan which encompasses all the different channels that can help you achieve the set goals. Draw up a comprehensive roadmap outlining KPIs and alternative strategies.
Communicate the roadmap effectively to all the stakeholders in the journey. With government, you have ministries and parastatals which Commissioners, Director Generals or Special Advisers run. They are key stakeholders, so you must get them on board with the vision.
Engage with the constituents and the general public. Running an open governance means being ready to engage with people online and be as proactive as possible. The governor had a monthly interaction where he fields questions from people calling in, and it is broadcast live on TV and streamed online.
Make available information for the general public, reducing bottlenecks as much as possible.
The Ekiti State government platform won two national awards for its practical usage of digital and social media platforms in government between 2012 and 2014.
Addressing GBV and women’s programmes: impact and communication
My communication background helped with the need to be at the table right from the ideation stage through the implementation and execution process. During this stage, I work with people in the room to clearly understand the project’s goals, do the stakeholder analysis and look at how they consume information, which will help with the tactics and strategies for dissemination.
GBV and women’s issues need clear and relatable messaging. The messaging aids the communities to understand the severity and shed more light on the subject.
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We created clear messages and different advocacy channels to reach all the stakeholders and communities. Different communication channels from radio, television, market shows, pamphlets, social media and phone numbers of people within their environment who can help were made available. The messaging was also in Yoruba so the older community members who do not speak English could understand. The aim was to reach even the grassroots.
Some of the project’s impacts include breaking the silence and reducing the stigma surrounding the issue. Communities openly started addressing GBV issues, which created a sense of responsibility to work collectively towards ending GBV. The women are more empowered.
We had a reduction in GBV incidents, for everyone is aware of the law in the state. You stand to go to jail, and your picture will be displayed everywhere in the state for the severe offender.
Managing political communication in the digital age
One of the main challenges is how quickly misinformation and false information spread online. The anonymity of online users leads to online harassment, trolling and abusive behaviour.
In running a data-driven and transparent campaign, you find your private business online, as people tend to fight dirty. There are privacy concerns.
On the other hand, the opportunities are enormous. You can reach a wider audience, especially the younger demographics, the larger population. The digital age also fosters engagement and interaction. Political leaders can promptly gather feedback and respond to concerns, enhancing accountability and transparency. Transparency and accountability are encouraged, with all leaders being scrutinised online regarding the campaign promises delivered.Ekiti State was the first state in Nigeria to put its full budget online in 2012, showing transparency and accountability.
Observing digital communication trends and landscape shape
Visual storytelling, with video, is one significant trend. Documentation daily is very crucial. It helps you narrate your stories from your perspective. In this era where everyone with a smartphone is a photographer and a videographer, the angle at which a person takes pictures or videos tells different levels, and it depends on who took the content and for what purpose. The trend is now more towards video content and bite-size information to repurpose.
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Live streaming is a game changer for real-time events and Q&A sessions. It allows anyone in the world to be able to interact and engage.
Three inspiring women who shaped her journey
The first person is my mother. She has been my biggest supporter from childhood, always encouraging me in all I do.The second person is the former First Lady of Ekiti State, Erelu Bisi Fayemi. I learnt a lot working with her; she is empathetic towards people and always working towards advancing women.
The third person is Oprah Winfrey. Starting my career in journalism, I was always reading about what she was up to. Her life’s journey is a testament to what is possible with the right mindset and attitude.
Being a Woman of Rubies
I would say my dedication to advocacy and empowerment through the stories I share and help craft during my career. My principles encompass high professionalism in conducting myself, upholding specific ethical standards, resilience in the face of challenges and adaptability to embrace change when necessary.
As storytellers, we have words and pictures, making a compelling case that would transform a life or sow a seed. We must tell our stories. It’s the only way to empower the next generation.
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