The Shira Effect: The Calm Broadcaster Transforming Bauchi State Radio Corporation

From Paul Orude Bauchi

The first thing that strikes anyone who meets the Managing Director of the Bauchi State Radio Corporation (BRC), Muhammad Umar Shira, is his calm demeanor and unmistakable sense of purpose. Soft-spoken yet firm, Shira carries himself with quiet confidence. When he speaks, his intelligence and clarity of thought quickly become evident.

For many observers within Bauchi’s media community, his appointment as Managing Director of the state-owned broadcasting corporation did not come as a surprise. Those who have followed his career over the years saw it as the natural progression of a professional who rose through the ranks with discipline, patience and dedication. Colleagues say one of Shira’s defining traits is patience. During stressful production periods at the Bauchi State Radio Corporation newsroom, he is known to quietly sit with younger reporters, reviewing scripts line by line and explaining how stories can be improved.

Born 57 years ago in the ancient town of Shira in Shira Local Government Area of Bauchi State, Shira’s story reflects the journey of a man shaped by modest beginnings and a relentless pursuit of knowledge. He attended his primary and secondary education in Bauchi and later in Mubi, in present-day Adamawa State.

Driven by a passion for communication and public service, he pursued higher education across several institutions. Today, he holds two master’s degrees: one in Mass Communication and another in Public Policy. He also obtained two bachelor’s degrees in English-related disciplines.

His academic journey took him through respected institutions including the University of Jos, Federal University Dutse, National Open University of Nigeria, Bauchi State Polytechnic, and the International Institute of Journalism Abuja, where he earned a Diploma in Journalism.

But beyond formal education, Shira distinguished himself through practical broadcasting skills and professional training. Over the years, he built expertise in media programme production, investigative radio reporting, script translation, documentary production, and development communication campaigns.

His career at the Bauchi State Radio Corporation began from the grassroots level as a reporter. Through commitment and consistent performance, he steadily climbed the ladder within the organisation. He later headed the Research and Documentation Unit of the corporation between 2013 and 2016 before moving on to become Director of Corporate Affairs in 2019.

Among his notable responsibilities within the station was coordinating the Annual Hajj Programme for thirteen consecutive years—from 2010 to 2023—an assignment that required organisational discipline and public communication skills.

Beyond broadcasting, Shira also became deeply involved in development communication initiatives supported by international organisations such as the UNICEF and the European Union.

He served as Secretary of the Social Mobilization Technical Committee (SOMTEC) in Bauchi State under a UNICEF initiative between 2008 and 2014. He was also Secretary of the Prevention of Mother-to-Child Transmission (PMTCT) State Awareness Committee between 2008 and 2010.

His contributions further extended to serving as a member and secretary of the BRC Taskforce responsible for the inauguration of ten Community FM radio stations across Bauchi State in 2012.

Shira also participated in regional development initiatives, including serving as facilitator at a UNICEF-supported Media Executives Meeting for ten states in Kano in 2012. He later became part of the Nigerian Farm Radio Network initiative focused on digital radio production for rural communities.

In 2014, during the Ebola outbreak in Nigeria, he served as lead facilitator at an advocacy meeting with the Bauchi State Traditional Council aimed at mobilizing community awareness. The following year, he produced a television documentary on Water, Sanitation and Hygiene (WASH) interventions under the UNICEF Bauchi Field Office.

His development communication portfolio also includes serving as lead facilitator for the Community Mapping of Social Structures project in Bauchi State in 2017 and secretary of the Communication Sub-Committee of the Bauchi State Development Agenda.

During the COVID-19 pandemic, Shira served as Media Coordinator of the State Universal Basic Education Board (SUBEB) committee responsible for education contingency planning and risk communication.

My personal encounter with Shira came during one of the European Union-UNICEF media projects in Adamawa State. Working with him during the programme revealed his strong organisational ability and calm leadership style. He demonstrated a rare capacity to coordinate complex activities while maintaining professional composure.

Colleagues within the corporation also attest to his leadership qualities. One of them, Naziru Abdullahi, who worked under him in the Features Unit for about four years, describes him as a patient and supportive leader.

“Mallam Shira is a determined leader who encourages his subordinates to grow professionally,” Abdullahi said. “He always guided us to deliver our work according to the ethics of journalism. One of the most important lessons I learned from him is patience. He always reminds us that there will be light at the end of the tunnel if we work hard and do things properly.”

According to him, Shira is also known for his fairness in handling staff matters.

“He does not rush to judgment or believe in rumours. He listens to everyone and tries to understand issues before making decisions,” he added.

Since assuming leadership of the Bauchi State Radio Corporation, Shira has initiated weekly management meetings aimed at strengthening teamwork and improving operational efficiency within the station.

Observers believe that his deep understanding of the organization (having worked in several departments over the years) places him in a strong position to lead meaningful reforms.

He works closely with the Bauchi State Commissioner for Information, Usman Usman, in advancing the government’s media objectives. Both officials also operate under the leadership of the Bauchi State Governor, Bala Abdulkadir Mohammed, who often describes himself as a journalist at heart.

Outside his professional duties, Shira enjoys travelling, reading and listening to Hausa music. He is also an active member of several professional bodies, including the Nigeria Union of Journalists, the Nigerian Institute of Public Relations, the Nigerian Institute of Management and the Society of Nigerian Broadcasters.

He is equally a Fellow of the Institute of Policy Development Management and the Chartered Institute of Communication and Diplomacy.

Under Shira’s leadership, the corporation is expected to strengthen digital broadcasting, expand community-focused programming and improve training for young broadcasters. Media observers say such reforms could help the station compete more effectively in Nigeria’s rapidly evolving media environment.

With his calm leadership style and deep understanding of broadcasting, many observers believe Muhammad Umar Shira is well positioned to guide the Bauchi State Radio Corporation toward a new era of professionalism, relevance and public service in Nigeria’s rapidly evolving media landscape

As Nigeria’s media landscape continues to evolve in the digital age, leaders like Shira who combine professional experience, intellectual depth and institutional memory are increasingly valuable. In Muhammad Umar Shira, many observers see a broadcaster who understands both the past and the future of public broadcasting. Having risen through the ranks of the Bauchi State Radio Corporation, he carries not only the experience of a newsroom professional but also the vision of a reformer determined to reposition the station for greater relevance, credibility and public service. If patience, discipline and clear direction remain his guiding principles, the calm reformer from Shira may well lead Bauchi’s public broadcaster into one of the most significant chapters in its history.

Watch out for part 2