By Emeka Oparah
I just remembered 1996 or so, at the Nigerian Stock Exchange (NSE), Broad Street, Lagos. I was then a middle Manager, actually Media Relations Manager at Cadbury Nigeria Plc, a position I took over from Chido Nwakanma and left for Akin Fadeyi. We had gone to the NSE for the Facts Behind the Figures, an eponymously named annual event where quoted companies explained the facts behind the figures they have published in their annual reports.
Dr. Christopher Kolade (CK), the Executive Chairman, as usual, dazzled “the city” with his masterful presentation. After the Q&A session and closing ceremonies, he made to leave through the back door, but he was “waylaid” by Capital Market Corespondents. I was watching my Chairman from a distance. My boss, Kevin Ejiofor, had told me I would have to deal with the media on my own. Apparently, he thought I had matured enough to handle that. So I started making my way to the exit to assist Dr. Kolade.
As I got closer, I heard him say to the journalists, “You see, gentlemen, my boss is not here. You know Emeka ( pointing at me)? I’m going to wait right here until he comes to tell me what to say.” That made my day!My dear friends, that’s the stuff careers are made of. He made the journalists know I’m important, even calling me his boss. And yes, I was his boss when it came to Media Relations.
This, friends, is called empowerment. He told the media there and then how important my job was and indeed how important I was. What question could Kolade not answer, but he was following the company’s Media Policy which stated that no one, repeat no one, could speak to the media behind me or without my say so.I will never forget that experience which, in the most part, has influenced the way I did my work over the years-with my bosses and my subordinates. I let them do their job with let and no hindrance.
Today, even when I’m at an event, the Head of PR , Erhumu Bayagbon, is the one who engages the media. Some journalists wonder why I refer them to my Head of PR, but that’s his job. He must do his job. He must build and grow his influence. He must be empowered to do so.If you want to get the best of your people, clearly define their jobs-roles and responsibilities-and rewards and consequences.
Ensure they understand them. Equip them (tools and training) well for the job and empower them to do it. Then and only then you can hold them accountable. And trust me, they will serve you like loyal servants knowing the rewards and honors due them will be justly theirs. My 8 years in Cadbury, 1994-2002, were truly a blessing. I’ll never ever forget, regardless of some disappointments, which mercifully later turned out to be blessings. Almost everything I know in Communication and management came from Cadbury.
Airtel Nigeria (by whatever name called) gave me the wings to fly! I’m thankful.
Otitodirichukwu 
~Opara is a top shot at Airtel