Jun 22, 2011, 3:03 PM
has entered a new era of communications, with rapid developments in ICT and
newer innovations in Marketing and Public Relations. One might wonder if the
In this rare and magnetic interview, Fatou speaks candidly about her penchant for competence and how she is getting the scoop.
POINT: Every height indeed begins somewhere. Can we go down to the genesis of your stint in publicity and PR?
assume most people know about my career in Journalism and Broadcasting,
especially TV, of course after some training in the
is barely six months since I retired voluntarily as Protocol Assistant to the
U.S Ambassador in
POINT: You are relatively new in the industry, but I-Media is striding ahead with unprecedented success. Is it your personality or the effectiveness of your services that is making the difference?
is both. Becoming a media celebrity is something, but not enough to work your
way through to success. Professionalism is the real benchmark. That is the only
way we have been able to make a difference in so short time. We are not into
business only to attract customers and make profit; we also have a deep-seated
interest to set the pace for professional PR in the
POINT: Fatou is obviously the brand name of I-Media, but I'm sure there are others playing a part?
Certainly. I am the CEO and effectively the think tank, providing the
leadership, directing operations and managing the personnel. But we boast of a
team of the best professionals from the
Would one be right to consider the idea of publicity and PR a novelty in the
FATOU: PR and publicity in any society could be as old as the society itself. What may constitute a novelty is the conventional methods employed in these areas. And far from being a necessity of market consumerism, publicity for example is a simple corollary of honest and decent competition. Yet in this time and age, no tangible endeavour, whether business or otherwise, can thrive without effective publicity or PR. That is how customers are naturally oriented and there is no other way round it.
POINT: But there are entities that shy away from publicity for either the cost or some other reason.
FATOU: It depends on why you are in business. If you are a backbencher contented with attaining limited business objectives, that's Ok. But if you are a reputable organisation or company with serious corporate identity, you must project a vital image and responsibility, if you have any. That's how you command public confidence. It's like the "publish or perish" principle at the university.
POINT: Finally, where do we expect to see I-Media in the medium and long term?
are overwhelmed by the success we have been able to achieve initially. First,
we enjoy a broad customer base, spanning
Above all, our products and services are widely acclaimed by customers themselves to be the undisputed best. For the medium and long term, we hope to extend our services to training, where we can partner with tertiary institutions and the media in producing talents that will serve the country's emerging communications and PR sector.