Deconstructing a Market Leader: MTN as an Effective Communicator.

 Over the years, the principles and practice of Public Relations have been misconstrued; sadly, even by PR practitioners. It has been misconstrued as press agentry, propaganda, and oftentimes reduced to a mere communication mechanism.

Conversely, PR is the entire communication process of any organisation trying to build reputation through relationship. A strategic PR plan will engage advertising, promotions, media relations and other allied forces as instruments in its communication process.

This essay seeks to deconstruct the market-leadership position of MTN Nigeria, and how it has explored PR tools for effective communication to build and sustain this reputation.

First, it is worthy of note that MTN’s communication strategy grew from informative to competitive, and climaxed at a reminder strategy; with each communication task delivering on the psychographic and demographic idiosyncrasies of the target audience. This transitional consistency has helped public perception grow in tandem with the development of the MTN brand from its pioneering to its retentive stage.

From inception, and even till now, the crux of MTN Nigeria’s image-making strategy has been to position the brand as an acknowledged leading telecommunications company in Nigeria. To reach this goal, the organisation has employed PR instruments such as Corporate Social Responsibility (CRS), Advertising, Promotions, and Media Relations to ensure that it is in constant contact with its publics and that their perceptions are shaped in its favour.

Effective, measured and strategic Media Management is very cardinal to the public perception of MTN today. I choose to discuss this first because every communication strategy rides on the back of the media to reach the target audience.

For example, Project Fame enjoys wide media presence such that the endearment of the audience to their favourite contestants can hardly be divorced from their endearment to the MTN brand. Project Fame is a strategic communication medium that reaches a large audience, notwithstanding their age differences, religious, social or cultural affiliations; this is because music is a language understood by all.

This Project generates mentions and discussions in the popular and social media. Above all, these media are loaded with myriad of edge-cutting advertising messages that are not just functional but emotive in their appeals.

In addition, other Corporate Social Responsibilities of MTN Nigeria such as the MTN Half Marathon, in its pioneering years; MTN Foundation, for the less privileged; Who Wants to Be a Millionaire?, promoting intellectual development and empowering people; Who Deserves to be a Millionaire?, rewarding ‘unsung’ hero(ines); official sponsorship of the South Africa 2010 World Cup; amongst others, are activities that attract media mentions and public discussions which in turn build public opinion in favour of MTN.

At another level, MTN has explored its advertising messages beyond the frontiers of persuasive communication aimed at stimulating actions. It has built its advertising messages as an extension of its brand. For instance, its tagline: “everywhere you go” makes more than a functional statement; it reinforces its market leadership status.

Also, saying “hello” on the phone today is almost synonymous to MTN’s “y’ello”. And finally on its advertising communications, the rave of the moment- “MTN is Ten” – is more than an advertising message: it is appreciating the publics for brand loyalty, celebrating them as part of its market-leader status, and chronicling a mutually beneficial relationship over the years. The effect of the commercial is not only in the message; it is in the sonority of the lines; the lyrical inflection of meaning and compliments; the dramatic clips and essentially the relationship of the clips to the gradual build up of MTN to ‘fame’ – you’ll just love MTN!

MTN Nigeria as an effective communicator also employs promotions as a tool. It is safe to say that the branding of ‘Yellow’ is a function of promotion, as a whole promotional season was dedicated to ‘painting’ Nigeria Yellow. MTN explores below-the-line media and moves about on the streets selling; the underlying meaning of this kind of marketing strategy is that MTN invariably, and somewhat tangentially, presents itself an active, moving brand.

Another invaluable side of promotion in MTN’s campaign as a market leader is the quality of promotion it designs. ‘Who Rocks da Mo’ is a metaphoric of a brand that understands its market. Mo’Hits, the prestigious recording label of D’banj and Don Jazzy, storms campuses in style in strategic locations in the country. The effect of this is that the youths, who are active users of social media and who are graduating to adulthood, are already endeared to the brand. Thus, the market leadership tends to be generational as MTN is already ‘buying’ into the hearts of future decision makers.

At another level, the quality of panelists and members of the faculty on Project Fame, and the duo of Don Jazzy and D’banj on ‘Who Rocks da Mo’, translate into critical but subtle endorsement for the brand because these are leaders in their own space and role models to the targets. Therefore, it is a case of leaders endorsing the leader (MTN).

In terms of Media Relations, MTN is a regular feature in the news. Its innovations, corporate social responsibilities and other activities attract media attention. The handlers of the account are also strategic and in tune with time and trends in terms of message, media buying and positioning.

On the whole, effective communication is the crux of MTN’s market position. Its communication has delivered on people, season, and trends. And it has grown over the years with a consistent and unambiguous thematic focus of remaining at the top of the market. Though still bedevilled by snags of call drops, customer services and prices; MTN still deserves some credits as it is said that “no amount of advertisement can sell a bad product twice”.