There is a growing demonisation of media aides in Cross River State, and I think it is time we had an honest conversation about it. Let me say this plainly;media aides are among the most underrated, most criticised and most underpaid political aides in government.
I honestly doubt that up to three media aides in Cross River State earn as much as ₦300,000 monthly. If there are any, I stand to be corrected, but I doubt they are up to three. Some politicians pay their media aides ₦100,000 monthly; others pay as little as ₦50,000 not considering rent or demands from the public because of his proxy to power. The highest salary I have heard of is about ₦150,000. Yet, within that same salary, these aides are expected to design graphics, take photographs, shoot and edit videos, write press releases, prepare social media content, manage online platforms and ensure their principals remain visible in the media. After all this, the same principal may still complain, “I never see my story anywhere. I no dey trend. I never see your work o!” Then someone from outside comes along and tells the principal that the media aide is not working. But how many people stop to ask what the aide is earning, what resources are available to them, or what the job actually entails?
First, what is the actual role of a media aide? Is it simply to post pictures on Facebook, or does it involve developing and managing the public image of a political officeholder? There is a difference between having a social media account and running a strategic media operation. A competent media aide is expected to understand messaging, public relations, political communication, content development, audience engagement and reputation management. These are professional responsibilities that require skill, creativity, time and, in many cases, a dedicated team. Yet, we often expect one individual to perform the functions of an entire media department.
The reality of political communication in Cross River State also makes the job more demanding. Facebook remains a major platform for political communication here, but its algorithm does not guarantee that every post will reach everyone. It’s very regional and we can’t use it for national conversations. You cannot simply post a story and assume that everyone in the state will see it. To build visibility, a media aide must cultivate networks across political wards, engage relevant online communities, participate in WhatsApp groups and find ways to distribute content beyond the principal’s immediate audience. All these require time, strategy and sometimes personal resources. Yet, how much support does the average media aide receive to make this happen?
Let us also talk about graphic design. In cities such as Lagos and Abuja, graphic design is a specialised profession in its own right. A professional designer does not simply put a photograph on a background; they understand visual identity, branding, typography, composition and communication. Experienced designers can earn hundreds of thousands of naira monthly, while freelance designers may charge thousands of naira for a single design, depending on the complexity and quality of the work. Yet, we expect a media aide earning ₦50,000 or ₦100,000 monthly to produce graphics, take photographs, shoot videos, write stories and manage an entire media operation. If the aide uses AI tools to create designs or adopts alternative production methods to meet deadlines, people are quick to ridicule them. But have we considered the resources available to them? We cannot demand the output of an entire creative team while paying for only one person’s labour.
What makes this conversation even more interesting is that some of the loudest critics have never managed a political media operation, built a public figure’s brand or handled the pressure that comes with working directly for a political principal. Some have not even established themselves in the private sector as media consultants, brand strategists or professional content creators. I am not saying that one must have a private-sector portfolio before offering criticism; constructive criticism is necessary. Lol, there is a difference between identifying a problem and understanding the practical realities involved in solving it. It is easy to sit outside a system and explain what someone should have done. The real test comes when you are responsible for delivering those results with limited resources, tight deadlines and a principal who expects immediate visibility.
I am not suggesting that all media aides are performing excellently. Some make mistakes, some lack the necessary skills and some principals have legitimate reasons to demand better results. Media aides must be willing to learn, improve their craft, embrace new technologies and remain accountable for their responsibilities. But we must also acknowledge that many of these professionals are learning on the job, often without structured training, adequate equipment or the financial support required to improve. How many principals are willing to sponsor professional development for their media aides? How many provide cameras, laptops, editing software, data subscriptions and the operational budget needed to do the job properly?
We must stop demanding professional excellence while refusing to invest in the professionals expected to deliver it. If a principal wants the services of a graphic designer, photographer, videographer, copywriter, public relations officer and digital strategist, then the conversation about remuneration must reflect those expectations. One person may be able to perform several of these functions, but that does not mean the work has no value or that the person should be paid as though they are doing only one simple task. Media is not cheap o
Offiong Bassey
Public Relations Consultant | Brand Strategist
