By Bilesanmi Abayomi
Community advocate and public affairs commentator, , has called for a fundamental shift in the way public officials, political actors, businesses, and community leaders engage with online community newspapers.
Rasheed made the call while reflecting on the growing influence of digital community media in shaping public discourse and strengthening grassroots communication. According to him, meaningful engagement with community newspapers should not be limited to election periods or moments of political convenience.
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He observed that many stakeholders often approach media organizations only when seeking publicity ahead of party primaries, elections, or major public events, neglecting the importance of sustained engagement throughout the year.
“You don’t build a relationship with the media just a few weeks before a party election or months before a general election,” Rasheed said. “Strong relationships are built over time through consistency, credibility, trust, and mutual respect.”
Drawing from communication and public relations best practices, Rasheed emphasized the need for stakeholders to identify and engage with media platforms that genuinely serve their communities. He noted that regular interaction with community newspapers helps build familiarity and trust, making communication more effective when important issues arise.
According to him, stakeholders should move beyond simply consuming content and actively participate in community conversations by sharing relevant information, responding to public concerns, and supporting initiatives that promote local development.
He further encouraged organizations and public figures to establish professional communication channels with journalists and publishers, stressing that accessibility and openness remain critical components of effective public engagement.
Rasheed explained that successful media relationships are built on the exchange of valuable information rather than self-promotion. He urged stakeholders to provide accurate, timely, and newsworthy information that contributes to public understanding and community development.
He also advocated for greater collaboration between community organizations and media practitioners, encouraging leaders to invite journalists to community projects, events, and developmental initiatives to enable firsthand reporting and broader public awareness.
While emphasizing collaboration, Rasheed stressed the importance of respecting editorial independence. He noted that journalists and publishers must be allowed to perform their duties without undue influence or pressure, adding that credibility is strengthened when media organizations maintain professional autonomy.
According to him, the most successful stakeholder-media relationships extend beyond formal interactions and are rooted in genuine human connections. He urged public officials, community leaders, and organizations to cultivate authentic relationships based on mutual understanding and shared commitment to community progress.
Rasheed also highlighted the importance of expressing appreciation for media coverage and acknowledging the role journalists play in informing the public and promoting accountability.
He argued that strong relationships between stakeholders and community newspapers are not merely tools for publicity but essential mechanisms for enhancing transparency, increasing public awareness, and supporting sustainable development initiatives.
“Strong relationships with online media are not just about publicity,” he said. “They help bridge communication gaps, increase community awareness, and create opportunities for citizens to participate meaningfully in issues that affect their lives.”
As online community newspapers continue to play an increasingly influential role in local governance and civic engagement, Rasheed maintained that long-term partnerships built on trust, openness, and mutual respect will remain critical to strengthening democratic participation and community development.