One of the best things to happen to the Nigerian National Petroleum Company Limited was the appointment of Malam Mele Kyari as its group managing director in 2019. To fair-minded analysts, the appointment based on verifiable evidence has changed the trajectory of that company and set it on a path of sound corporate governance with the whole panoply of fiscal responsibility, transparency and ethical discipline.
A case in point is the headhunting of veteran journalist and media relations expert, Olufemi Soneye, from his United States base to function as NNPCL’s chief corporate communication officer. Key industry watchers are of the view that the step is perhaps the most significant decision Kyari has taken in the post-Petroleum Industry Act era.
While repositioning these previously unknown business units and entities of NNPCL, Soneye has repositioned the main brand itself to loftier heights through positive projection and promotion of the company’s brand identity. Through his all-round approach to corporate branding, individuals and organisations are coming in their numbers to associate themselves with NNPC Ltd.
It is noteworthy that Soneye has humanised the NNPC as a brand through the creation and deployment of captivating social media content. Through this effort, he has transformed the NNPC Ltd brand into a relatable and engaging entity, resulting in a substantial increase in followership across all social media platforms, thereby enhancing brand affinity and resonance.
As a former journalist, Soneye has been able to manage NNPCL’s media partners in a way that has been mutually beneficial to most parties. Through his frank and timely response to enquiries, a good many negative reports against NNPC Ltd. have tremendously reduced or in some areas have been neutralised or substituted with positive ones.One key example is his handling of the story around the deadline for the rehabilitation of Nigeria’s refineries.
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