Puzzle from 2-Day LAAC Training: Which Comes 1st, SERPs or Consumers?

L-R: Akin Kola-Akinlade, Editor, Nigeria Transport Hub, Mr ‘Lekan Otufodunrin, Executive Director, Media Career Development Network/Training Instructor, Mr. Abiodun Komolafe, Publisher of African Business Travel, at the 2023 mandatory aviation news management workshop for LAAC members.

To be spiritually alert, and able to comprehend spiritual matters, and for a parishioner, Akhi/Ukhti, to effectively and efficiently offer acceptable service and worship to God almighty, the holy books recommend that such devotees shall study and show themselves approved. Spiritual progress and devotion by such worshippers will surely manifest to all through holy acts of conduct and deeds of Godly devotion.

Since total dedication is required for such a devotee to be found approved by men and God, knowledge of the holy books will continue to guide faithful worshippers aright, ditto for the acquisition of accurate knowledge on the ways and means to seek, and unearth aviation news in all facets of the industry’s value chain.

Also crucial is the mode of presentation to the consumers of air transport news and commentaries published for stakeholders, and the general public irrespective of the value of the information at the disposal of an aviation journalist.

Hence, in the wisdom of the leadership of the League of Aviation and Airport Correspondents-Nigeria, LAAC-N, a mandatory two-day integrated capacity building workshop was availed to all bonafide members of LAAC at the training facility of Lagos Chambers of Commerce and Industry, LCCI, training center, Alausa, Ikeja, Lagos.

The training established that there is no option in the use of digital platforms, and in employing various tools available in the Information, Communication and Technology, ICT world.

Front row middle, Mr. ‘Lekan Otufodunrin of Media Career Development Network/Training Instructor, back row 3rd from left, Mr. Segun Koiki, Chairman, LAAC, and other distinguished participants at the mandatory capacity building workshop for LAAC members. Sept 2023

The recurring decimal in the two-day training was the imperative of disseminating accurate information via the special purpose vehicle, SPV, that most of the multimedia has come to be.

Also established as sacred is the presentation to the target audience, of factual information, which should be reported in a very simple, lucid, and concise manner devoid of ambiguity. No iota of doubt that members are now armed with the tools to achieve accurate and refreshingly incisive reports.

Henceforth, any type of information adjudged by the writer to have scaled the litmus test in the estimation of the writer/editor, and found deserving space in either the print, online posts, YouTube, or the broadcast channels by any member of LAAC, would be of high value and fidelity, like a legal tender that can be exchanged for a commodity, or that which one can cash.

Simply put, any industry information found in any medium/platform whose writer/editor is a member of LAAC, will, and it’s under compulsion to give readers value for their data and most especially their time.

P-U-Z-Z-L-E
However, the riddle that reared its handsome face is in the aspect of optimization of the news item and how to intrinsically create elevated visibility for a particular platform/blog, or story.

The principle in this aspect is that the reporter/editor should take cognizance of certain rules that will elicit the keywords for earning a prime place in the Search Engine Result Pages, SERPs.

The poser at this juncture is in the caveat which ostensibly cautions that, “while a journalist is writing for his consumers, audience/readers, he should not forget that the search engine gets a better position in the SERPs”.

This no doubt is akin to the legendary riddle that has existed for centuries. The knotty poser is what comes first between the chicken and the egg.

Back row, L-R: 2nd is Ime Akpan, Publisher, News Gazzete, 4th is Mr. ‘Lekan Otufodurin of Media Career Development Network, 5th, is Nosa Aituame of Radio Nigeria. Front row, 2nd left, Shade William of Travel Port, 5th, Kunle Williams of News Agency of Nigeria, NAN, and other distinguished LAAC members

What is hatched to birth a chicken? Who lays the egg that becomes a chicken?

In the same vein, is it the consideration of the consumers of news and features stories that should earn a prime place in writing a story, editing the story, and casting headline for the story?

Or should the consideration exclusively be for satisfying the elements that could earn the story a prime place in the Search Engine Results Pages, SERPs?

Note that the report is for humans. But the search engines assume Special Purpose Vehicle, SPV, to track what they prominently display to readers searching for a piece of information.

Needless to say, lovers of information on air transport are now assured of “king size” service. Although very little support comes in return to the aviation media operators/managers by way of advertisement or supplement patronage, this will not be allowed to adversely impact the credibility of news items from the stable of LAAC and its members.

For the umpteenth time, the question arises, what comes first, the chicken or the egg? Without an iota of doubt, a fool-proof answer will surely help to unravel the puzzle the 2-day LAAC capacity workshop elicited.

Succinctly put, what should come first- the consideration for SERPs or for the readers?