The Nigerian Communications Commission (NCC) has appointed Reuben Muoka, a journalist and consummate public relations practitioner, as the new Director of Public Affairs (DPA). Reuben takes over from Ikechukwu Adinde, who has assumed duties as the Director of Special Duties Department of the Commission.
The new NCC’s spokesman was recently promoted to a substantive director, alongside Ismail Adedigba, now Director of Research and Development (R&D); and Gwa-Tobi Mohammed, who has also assumed duties as Director/Secretary to the Board of the Commission.
Muoka was in 2021, appointed to head the Special Duties Department, which superintends the International Relations Unit; Emergency Communication Centres Unit; the Public-Private Partnership Unit; and the Security Services Unit of the Commission. He was promoted as Director of the Department before his current redeployment to lead the Public Affairs Department, the arm of the Commission mandated to manage the image and visibility of Nigeria’s telecom regulator and a leading light of the Nigerian public service.
Muoka is expected to bring his rich and versatile experience in both specialized and traditional journalism, public relations, integrated marketing communications (IMC), corporate communication, and people management, to bear on the Commission’s vision to expand the frontiers of its public goodwill and the impact of its reputational assets.
A former Deputy Communications Editor of the Vanguard Newspapers, and former Deputy General Manager at MTS First Wireless (Nigeria’s first mobile telephone operator), Muoka joined the NCC in 2007 as a Principal Manager and was deployed to the Public Affairs Department where he headed the Media and Public Relations Unit. He later rose from the rank of Principal Manager to the position of an Assistant Director in 2010, and by 2015, as a Deputy Director, appointed to head the re-engineered Public Relations Unit of PAD. In 2017, he was redeployed to the Policy, Competition, and Economic Analysis Department to head the Economic Analysis Unit of the department.
Muoka earned an M.Sc. degree in Mass Communication from the University of Lagos, specializing in Public Relations and Advertising, where he had earlier successfully completed a Postgraduate Diploma (PGD) in the same field of Mass Communication. Much earlier, he had obtained a bachelor’s degree in Performing Arts at the University of Ilorin.
As a mark of his distinctive journalism career, Muoka received a fellowship from the Egyptian Embassy in Nigeria to undertake a Pan-African training and tour of Egypt in 1999, leading to an award of a continental Diploma Certificate in Journalism at the instance of the Egyptian Ministry of Information, and the African Journalists Union (AJU) in Cairo, Egypt.
The focused, innovative and illuminating coverage and analysis of the Information and Communications Technology (ICT) in the pre and immediate post-liberalization period of the telecom industry in Nigeria is credited to the insights of visionary journalists like Muoka, whose pioneering initiative led to the establishment and institutionalization of the Hi-Tech Desk in Vanguard Newspapers in the late 1990s. As the Chairman of the League of Communications Correspondents (LECCO), Muoka led his colleagues to give voice and focus to the advocacy for the liberalization and deregulation of the telecom industry in Nigeria in the 1990s.
During his active days in journalism at Vanguard Newspapers, Muoka served concurrently as Africa’s contributing editor to the London-based CommunicationsWeek for four years beginning in 1998, during which he undertook copious reportage of the African telecom landscape. The London-based magazine shared Muoka’s work to an enthusiastic global audience in a rare showcase of Africa’s promise as a flourishing point for the emergent converging telecommunications industry.
Between 1995 and 2001, Muoka leveraged his expertise to provide part-time public relations consultancy to notable companies and institutions in the telecommunications industry, including the Nigerian Mobile Communications Limited, Abuja; Multi-links Telecommunications Limited, Lagos; Satellite Telecommunications Limited, Lagos; Pulse Marketing Communications Ltd, Lagos; and the Nigerian Communications Commission, Abuja, years before he joined the Commission as a staff.
Reuben Ejike Muoka is a member of the Nigeria Union of Journalists (NUJ); a full member of the Nigerian Institute of Public Relations (mnipr); and an associate member of the Registered Practitioners of Advertising (arpa), regulated by the Advertising Practitioners Council of Nigeria (APCON).
The Board and Management of the Commission congratulates Reuben on his new role and look forward to working closely with him and his team in Public Affairs Department, as key internal stakeholders in the Commission’s re-engineering processes to meet and surpass Federal Government’s expectations for a robust telecommunications sector and a remarkably emergent digital economy.