Douala: French media agency trains media managers to boost efficiency.

The intensive training, which spanned March 2 to 6, was an initiative of the French media development agency, CFI.

It is part of Afri'Kibaaru 2 programme implemented across Cameroon, Côte d'Ivoire, Guinea, and Senegal, in collaboration with Samsa Africa and Kalan Academy, and funded by the French Development Agency, AFD.

The session was facilitated by media management experts, Sahadou Zato Ali, Augustin Charles Mbia and Eba Cécile Gladys.

Zato Ali underscored the importance of strengthening the capacities of media professionals in the management and development of online media, taking into account the Cameroonian and African contexts.

Zato stated that the media management training course born out of the Afri'Kibaaru 2 project, will offer specialised support to the concerned online media to help them develop a sustainable business model.

The expert stressed that media managers have to move away from reactive management toward long-term planning, professionalize team management in a flexible environment, and optimize visibility and diversify their formats to build strong audience loyalty.

On his part, Augustin Mbia, urged the participants to break away from dependence on subsidies by diversifying revenue streams. He charged the media organs to build a fair work environment with an inclusive editorial line.

During the five-day intense training, the participants were drilled on a number of issues such as strategic vision and structuring; formalisation of procedures; human resources management; staff evaluation and training; digital strategy.

Other topics touched were, Search Engine Optimisation, SEO, and editorial innovation; data-driven management and security, and gender inclusion.

Organisers said individual coaching sessions have been envisaged with the devoted media to implement the changes identified as priorities.

Participants react

One of the participants, Philomène Djussi Fotso, said the workshop has broadened her horizons and perceptions about her outlet, InfoCongo, which is specialized on biodiversity conservation.

“Until I took part in this training, I was convinced that our editorial line was perfect. The seminar made me realize how important it is to write down a media outlet's editorial line so that there is no ambiguity,” Djussi stated.

The InfoCongo journalist said the training was “…a gold mine that will enable us to boost our management practices”. She expressed gratitude to the organisers and trainers for the opportunity.

Kevin Pangni Kouassi, founder of Ivorian outlet, AgroTV, said the training sessions have enabled him to strengthen his skills in digital strategy, content production, and online media management.

“As founder and CEO of AgroTV, I gained essential tools to develop our media outlet and promote the agricultural sector,” he stated.

He also hoped that the knowledge acquired will help him push further his vision for media platform. 

Pagni explained that “AgroTV is preparing to set up an agricultural audiovisual production studio in San Pedro. We want to produce quality content on agriculture and climate change, give more visibility to agricultural producers and entrepreneurs, and create a leading media outlet for innovation and rural development in Côte d'Ivoire”.

Another participant, Eleudi Siewe, praised the training modules which were well designed and dished out to the participants.  

“It's true that before going to the workshop, I had no idea how to increase the revenue of my media outlet, how the media worked, but after the workshop, I know what to do now. I hope it will work,” Siewe explained.  

The article was first published in The Guardian Post Edition No:3728 of Wednesday March 11, 2026