On Monday 11th December 2023, one of Sierra Leone’s leading mobile operator, Orange Sierra Leone, engaged media on its progress and plans to enhance media partnership in the near future. Among the plans is Orange’s commitment to bring on board other media institutions into its advertising group. Alpha Bondo, Director of Sales at Orange, acknowledged the remarkable contributions and support the company had gained from its partnership with the media in promoting their brand, furthering that 2023 was a remarkable year for the company, as they were able to maintain steady working relationship with the media. Mr. Bondo further highlighted their activities and programs to meet their customers’ satisfaction, and assured members of the press that they will provide the needed services for their customers.
In his contribution, Mr. Kamal Abass highlighted some of the achievements of Orange Mobile Company from 2017 to date, and commended their members for their commitment, stressing that Orange-SL has played a significant role in the economic development of Sierra Leone, being one of the major employers in Sierra Leone, noting that they have supported the installation of solar power in 84% of their sites.
In the education sector, he recalled the renovation of the Beamy Primary School, which was spearheaded by their Chief Executive Officer, Mr. Shekou Amadu Bah, as well as the early learning centres established across the country. The Orange Social Venture Prize, he went on, is another support to the youths of this country, designed to identify and inspire young talents.
Speaking on behalf of the Orange Foundation, Madam Memunatu Sesay underscored that Orange Foundation seeks to help the less privileged in the country. She added that they have been rendering their unflinching support to organizations like the SOS children’s and other less privileged homes. She continued by stating that they have supported schools with tablets throughout the country.
Responding on behalf of the media, Lawrence Williams expressed appreciation to Orange for their continued support to the media, and urged them to extend their partnership with other media houses.
See statement below:
Ladies and gentlemen, esteemed guests, and fellow journalists,
We are gathered here today as a testament to the strength and endurance of an ever-growing partnership between Orange and the media. This platform, established in 2019, has been very transparent with the company’s activities, programs, successes, and challenges, and as well, been very instrumental in nurturing a healthy working relationship between OSL and the local media.
Recognizing the journalist’s role as a conveyer of accurate information to the masses, this platform not only fosters trust and credibility, but also demonstrates the company’s commitment to keeping the media and the public informed. As I stand before you today, I am reminded of the collective aspirations of my colleagues, but I would be remiss if I fail to acknowledge the remarkable contributions and support harvested by the media through its wonderful partnership with Orange Sierra Leone.
Over the years, OSL has made significant contributions to the local media. They have provided support to our umbrella organization, SLAJ, sponsored and co-sponsored numerous media events and initiatives, supported the Journalism Welfare Fund, provided millions in financial support to both print and electronic media via advertisements and much more. Due to time constraints, ladies and gentlemen, I’m unable to list all the ways OSL has supported the media, but rest assured that their contributions have been plentiful and impact
In today’s digital era, the media’s role in shaping public opinion and influencing consumer behavior cannot be underestimated. The media has the power to make or break a brand; and that’s why it is essential for businesses to cultivate a robust partnership with the media to foster trust and credibility.
But why is it so important for corporate institutions like Orange to forge strong relations with the media? Well, my dear friends, the answer is simple: a symbiotic partnership between the two is mutually beneficial and can yield remarkable results.
The media serves as a powerful bridge, linking Orange to its customers, shareholders, and the wider public. Through the media, Orange can effectively convey its values, initiatives, and accomplishments, thereby enhancing its brand reputation and ensuring a robust market presence. Through its partnership with the media, Orange has been able to increase its visibility, reach a broader audience, raise awareness about its products and services, attract new customers, and entrench brand loyalty.
The media also plays a crucial role in crisis management. By working closely with the media, OSL has been able to effectively manage and respond to negative press or quite disturbing public opinions; thus protecting the company’s reputation and recovering from potential setbacks.
Moreover, the media provides valuable insights into market trends, consumer preferences, and competitor activities. By collaborating with the media, OSL has been able to access a pool of information that significantly aided the company’s decision-making process and helped tailor its marketing strategies accordingly.
Conversely, the media also reaps benefits from this partnership. In addition to the numerous contributions previously mentioned, we also gain access to valuable industry insights, expert interviews, and exclusive events that enable us to deliver informed and engaging content to our audience.
As we approach the end of 2023, I humbly propose the following measures and initiatives as a way to further strengthening the Orange-Media partnership in FY2024 and beyond:
1. Training/Sponsorship: I believe Orange can offer comprehensive or exclusive training or sponsorship tailored to the needs of media partners. This could include funding for investigative journalism, supporting capacity-building programs, or facilitating industry-specific training.
2. Collaboration on Content Creation: Orange can collaborate with media partners to create engaging and informative content. This could involve offering financial incentives or benefits in exchange for specific deliverables. Potential collaborations could also include joint projects, podcasts, or webinars, where media partners can showcase their expertise while the company gets to showcase its products and services.
3. Increasing Advertisements: I’m aware that the business climate in Sierra Leone is fraught with many challenges. A senior financial expert once said to me that ‘ours is a small economy with limited growth potential”. But when it comes to telecommunications, a good number of literature out there validates the claim that telecommunications is a “lucrative business”. In view of that, I beacon you to consider increasing advertising with the media. This is not just to strengthen the Orange brand or reputation, but also to ensure that the Fourth Estate remains strong and vibrant in performing its watchdog role and holding accountable those whose power and position most affect citizens and our collective well-being. As media institutions face challenges in this digital age, financial support and collaborative efforts are more critical than ever.
4. Expanding the Partnership Base: Expanding the Orange/Media partnership base to incorporate other media institutions is very crucial. By extending this opportunity beyond the current network, OSL as a company would have succeeded in creating relationships with a broader range of media outlets, reaching a larger and more diverse audience; thus increasing the company’s visibility and promoting a more inclusive media landscape.
5. Orange Media Compact: I humbly propose, for your consideration, the establishment of an Orange Media Compact, with the primary objective to provide direct seed money to media institutions that meet certain criteria. Such a groundbreaking initiative, in my view, would not only empower media outlets, but also contribute to a thriving media industry. By investing in the media, you are also investing in the future, and nurturing a generation of talented journalists and content creators.
Now, my dear friends, in the midst of these important discussions, it’s important to remember the value of humour. Few weeks ago, I came across a blog post titled “Orange Sierra Leone Sells Substandard Modems to Customers.” The author said that ‘catastrophic overheating, frequent shutdowns, and internet disruptions had sparked a whirlwind of discontent among subscribers’.
The author extended the narrative by introducing what he described as “heart-wrenching” and “gut-wrenching” accounts from subscribers. Now, this piqued my interest, prompting me to scroll down to see more details of these accounts. Disappointingly, I found out that these emotional accounts were sourced from only three out of over 1.5 million subscribers of the network – Fatmata Kamara, John Sesay, and Samuel Kargbo.
Consider this: what if the author had written about subscribers’ unique experience of the Orange 5G services? That is certainly something to ponder, hence the reason for a strong and vibrant media partnership. So media colleagues, think before you write, because corporate battles aren’t profitable to us in any way, shape or form. So whether you are a part of the “Yap-yap Network” or the “Shake-shake one,” don’t get involved in corporate wars’ because when it comes to data/tariff increment, you’ll be more than surprised to see “Yap-yap n Shake-shake’ singing and dancing the same tune. Moreover, we are all essential components of this industry, and it is impossible to live without them.
It’s moments like these that remind us that even in the most serious of industries, humour is crucial to building connections and engaging audiences.
In conclusion, the Orange-Media partnership is essential, but crucial for both parties. And by increasing advertising, providing direct support, expanding the media partnership base, and introducing the Orange Media Compact, this company would have contributed the most to the success and sustainability of the media industry in Sierra Leone.
I thank you all for your attention, and hope for a future of fruitful collaboration and laughter-filled interactions.
