Media Monitoring & Intelligence Analytics
Introduction
Media is no longer just about coverage, it’s about consequences. In a country as multi-layered and fast-moving as Nigeria, every tweet, headline, panel appearance, or broadcast segment contributes to a narrative that shapes public trust, stakeholder engagement, and brand resilience.
This course introduces a strategic, field-tested approach to Media Intelligence and Stakeholder Analytics, built around the Media Intelligence Analytics Toolkit. Designed specifically for Nigeria’s public, private, and development sectors, it shows participants how to move beyond mentions and metrics to build meaning, anticipate risk, and engineer influence.
Course Overview
At its core, this course teaches you how to track media presence, evaluate messaging performance, map perception trends, and drive narrative positioning using structured monitoring systems and human-centred analysis. It is built on real Nigerian use cases—from political shifts and public sentiment spikes to brand crises and CSR visibility gaps.
You’ll learn to:
- Monitor traditional and digital media channels in ways tailored to Nigerian realities (low-data zones, indigenous language media, urban-rural split)
- Use trends to design communication strategy, not just to review performance
- Track and understand stakeholder sentiment, from regulators to radio talk shows
- Build internal media databases and a living map of your media influence
Course Description
Participants are introduced to the Percept™ Media Intelligence Analytics (MIA) Toolkit—a proprietary framework used across public, corporate, and development organizations in Nigeria.
You’ll learn how to:
- Set up and interpret monitoring structures that match your strategic goals
- Build a usable database of media trends and coverage patterns
- Identify shifts in perception using structured analytics and soft signal reading
- Use insights to adjust messaging, pre-empt crises, or support public campaigns
- Create data-supported stakeholder engagement plans rooted in real visibility dynamics
This is not just a data course. It is a strategic immersion in reputation engineering, designed for Nigerian professionals who need to speak to power, influence perception, and prove impact.
What you will learn
- How to use media tracking to inform communication strategy (not just postmortems)
- Monitoring across languages, platforms, and political zones
- How to build and maintain a media and stakeholder database
- Mapping stakeholder sentiment across coverage and engagement channels
- Analyzing perception patterns and strategic media shifts
- Building internal structures for media intelligence teams
- Reporting and communicating findings to executives, boards, or funders
- Using analytics to strengthen public trust, institutional credibility, and campaign performance
Course Content – Module Breakdown
Module 1: Reframing Media Monitoring in Nigeria
- Understanding Nigeria’s fragmented and fast-evolving media terrain
- How monitoring can shape—not just report—strategy
- Real-world failures from not listening to the media
Module 2: The MIA Toolkit Foundations
- What to track, where to track, and when to act
- Setting up an in-house or outsourced media intelligence framework
- Applying the Media Muse Monitoring & Tracking System
Module 3: Trend Analytics and Narrative Engineering
- How trends form, spike, die—or go viral
- Using public narratives to build or redirect brand or campaign positioning
- Localising international tools to Nigerian media rhythms
Module 4: Building Your Media Intelligence Database
- Tracking stories, sources, and outcomes
- Creating a living map of media influence and stakeholder relationships
- Using databases to develop long-term media engagement strategie
Module 5: Stakeholder Mapping and Sentiment Trackin
- Who is watching you? And how do they feel?
- Designing sentiment dashboards tailored to Nigerian power dynamics
- How to move from perception to partnership
Module 6: Strategic Communication and Campaign Calibration
- Feeding insights back into campaigns, press releases, and messaging frameworks
- Real-time media response techniques
- How to brief leadership with precision, clarity, and confidence
Module 7: Media Intelligence for Public, Private & Development Work
- Crisis prediction and rapid response
- Public health, advocacy, CSR, and regulatory monitoring use cases
- Building legitimacy and policy traction using media insights
Module 8: Final Strategy Presentation
- Participants present media monitoring and tracking strategy for a client, institution, or sector
- Real-time feedback from instructors and industry peers
Who is this course for?
This course is built for high-impact professionals who are responsible for not just what is said, but what is understood and remembered:
- Strategic Communication Officers in ministries, parastatals, and multinationals
- PR and Media Consultants working with political figures or development agencies
- Corporate Comms Teams in public and private sectors
- NGOs and Advocacy Campaigners managing donor expectations and public trust
- Crisis Management Leads needing early-warning systems and trend diagnostics
- Policy and Governance Analysts focused on public opinion and perception data
- Researchers and Think Tanks working on media, democracy, or social accountability
Instructor
This course is led by Dr Oge Funlola Modie, founder of Percept Africa™, one of Nigeria’s pioneering media monitoring and tracking solutions tailored for the realities of African communication ecosystems.
With over two decades of experience in public policy, strategic communication, and reputation management, Dr. Modie brings a unique lens to media intelligence—one that combines systems thinking, stakeholder psychology, and the lived realities of Nigeria’s fast-evolving media space.
She has advised federal ministries, chaired interagency communications efforts, and led multi-platform messaging strategies in both public and private sectors. Her work has consistently emphasized the importance of listening to the media ecosystem—not just broadcasting into it.
Through Percept Africa™ and her work in governance and leadership communication, Dr. Modie has championed data-informed narrative engineering, ethical tracking systems, and tools that support institutional credibility in complex environments.
Her sessions blend insight with application—training participants not only to track media activity but to interpret it intelligently and apply it purposefully.
Learning Format
In-person and Virtual Live Class
Duration: 10 days
If you’re ready to use media intelligence to lead, not just react—
Next Cohort: November (15 slots available)
Not sure this course is for you? Contact us now. We’re happy to help you assess whether it aligns with your current goals and future communication strategy.
