Brands/Products
Why Measurement and Evaluation is Necessary for Growth of PR Industry: A Nigerian Perspective
By Philip Odiakose
As a PR measurement specialist and thought leader in PR measurement and evaluation in Nigeria, I have had the privilege of witnessing the transformative impact that rigorous measurement and evaluation practices can have on the public relations industry. In Nigeria, where the PR industry faces unique challenges and opportunities, embracing robust measurement and evaluation frameworks is essential for demonstrating value, enhancing the credibility of the profession, and driving sustainable growth. In this article, I will explore why measurement and evaluation are necessary for the growth of the PR industry in Nigeria, supported by relevant case studies from within the country.
Measurement and evaluation are crucial for showcasing the tangible value and return on objectives (ROO) of PR activities. Many clients and stakeholders in Nigeria often view PR as an intangible service with unclear benefits. Effective measurement and evaluation frameworks allow PR professionals to link their efforts directly to organizational goals, such as increased brand awareness, improved reputation, and heightened customer engagement. This substantiation of contributions is vital for securing greater investment and trust from clients and stakeholders.
Take, for instance, the case of a leading Nigerian telecommunications company that launched a nationwide campaign to promote its new data plans. Through meticulous measurement and evaluation done by the team at P+ Measurement Services, the PR team of the brand was able to demonstrate a 25% increase in customer inquiries and a 15% rise in subscriptions within three months. These results, backed by data, convinced the company’s leadership of the campaign’s success and justified further investment in PR initiatives. This example highlights the importance of measurement and evaluation in providing concrete evidence of PR’s impact on business outcomes.
Enhancing credibility and accountability is another significant benefit of measurement and evaluation. In Nigeria’s competitive market, credibility is paramount. Rigorous measurement and evaluation practices provide transparent and verifiable evidence of PR outcomes. This accountability not only builds trust with clients and stakeholders but also positions PR as a strategic function within organizations. When PR professionals can demonstrate the direct impact of their work on business outcomes, they earn a seat at the decision-making table and can influence organizational strategy more effectively.
Consider the example of a Nigerian non-profit organization focused on environmental conservation. The organization ran a campaign to raise awareness about plastic pollution. By employing comprehensive measurement and evaluation, the brand PR team, with the support of the P+ Measurement team, tracked media coverage, social media engagement, and public sentiment. The results showed a significant shift in public awareness and a notable increase in community participation in cleanup activities. These insights were instrumental in securing additional funding and partnerships for future campaigns. This case study underscores the role of measurement and evaluation in enhancing credibility and accountability within the PR industry.
Measurement and evaluation also play a pivotal role in driving strategic decision-making. Data-driven insights enable PR professionals to make informed decisions about their campaigns and initiatives. By analyzing the effectiveness of PR efforts, identifying strengths and weaknesses, and understanding audience behaviour, PR practitioners can optimize their strategies, tailor their messaging, and allocate resources more effectively. This iterative process of continuous improvement is essential for achieving sustained success in the dynamic PR landscape.
For example, a Nigerian fintech startup launched a PR campaign to introduce a new mobile payment app. My team (P+ Measurement Services) was engaged to provide PR monitoring, measurement, and evaluation. The brand’s PR team discovered that, while media coverage was extensive, customer engagement was lower than expected. By analyzing feedback and identifying gaps in their messaging, the team refined their approach, resulting in a significant uptick in app downloads and user engagement in the subsequent phase of the campaign. This example illustrates how measurement and evaluation can drive strategic decision-making and enhance the effectiveness of PR efforts.
The digital revolution has transformed the PR industry, introducing new channels, tools, and metrics for engagement. Measurement and evaluation are essential for navigating this complex digital landscape. Digital analytics, social media monitoring, and sentiment analysis provide near-real-time insights into audience interactions and measure the reach and impact of digital campaigns. By leveraging these tools with the support of human analysts, PR professionals in Nigeria can adapt their strategies to stay ahead of emerging trends and ensure that their efforts resonate with their target audiences.
For the Nigerian PR industry to fully realize the benefits of measurement and evaluation, it is important to adopt robust frameworks and best practices. Clear, measurable objectives and key performance indicators (KPIs) form the foundation of any effective measurement and evaluation framework. Objectives should align with organizational goals and be specific, measurable, achievable, relevant, and time-bound. KPIs should capture both quantitative and qualitative aspects of PR activities, encompassing metrics such as media coverage, sentiment, engagement, and impact on business outcomes.
A comprehensive measurement approach combines both quantitative and qualitative methods. Quantitative methods, such as media monitoring and web analytics, provide numerical data on reach, frequency, and engagement. Qualitative methods, such as surveys, focus groups, and content analysis, offer deeper insights into audience perceptions, message resonance, and brand reputation. By integrating both types of data, PR professionals can obtain a holistic view of PR effectiveness and make more informed strategic decisions.
Ethical considerations are paramount in measurement and evaluation. PR professionals must adhere to ethical standards and best practices, ensuring transparency, accuracy, and integrity in data collection, analysis, and reporting.
This commitment to ethical measurement practices builds trust with clients and stakeholders and upholds the reputation of the PR profession.
One notable example in Nigeria is the case of a major public health campaign aimed at increasing vaccination rates. The campaign faced scepticism from certain segments of the population, driven by misinformation and distrust. Through comprehensive media monitoring, measurement, and evaluation, the PR team was able to track changes in public sentiment, identify key influencers spreading misinformation, and adjust their communication strategies accordingly. By maintaining transparency and ethical standards in their measurement practices, the campaign ultimately succeeded in increasing vaccination rates and building public trust.
For measurement and evaluation to be truly effective, they must be ingrained in the organizational culture. PR agencies and in-house teams should prioritize measurement and evaluation as an integral part of their PR strategies. This involves continuous learning, training, and capacity building to enhance measurement capabilities and keep pace with evolving industry standards.
In conclusion, measurement and evaluation are indispensable for the growth and success of the PR industry in Nigeria. By demonstrating value, enhancing credibility, driving strategic decision-making, and navigating the digital landscape, measurement and evaluation empower PR professionals to elevate their practice and deliver impactful results. As a thought leader in PR measurement and evaluation, I urge the Nigerian PR industry to embrace robust measurement frameworks and ethical standards, fostering a culture of accountability and excellence. By doing so, we can unlock the full potential of PR, drive meaningful change, and contribute to the sustainable growth of our industry.
The examples provided illustrate how measurement and evaluation can be applied in various contexts within the Nigerian PR industry. They highlight the importance of linking PR activities to organizational goals, enhancing credibility, and driving strategic decision-making. Moreover, they demonstrate the necessity of navigating the digital landscape with the help of advanced tools and technologies.
Ultimately, the adoption of robust measurement and evaluation practices will enable PR professionals in Nigeria to prove their value, secure greater investment, and influence organizational strategy more effectively. This, in turn, will drive the growth and success of the PR industry in Nigeria, positioning it as a vital and strategic function within organizations.
Philip Odiakose is a leader and advocate of PR measurement and evaluation in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC
By Aduragbemi Omiyale
Nigeria’s trusted hybrid and integrated electromechanical energy provider, JMG Limited, has completed the installation of solar power systems at three key fuel stations of NIPCO Plc.
The clean energy source was installed at NIPCO’s petrol dispensing outlets in Gwagwalada Abuja, Lekki Lagos, and Mpape Abuja.
This will help the organisation eliminate diesel reliance, and unlock more than N44 million in annual energy cost savings.
The installations feature advanced hybrid systems, combining solar arrays, lithium battery storage, and smart inverters to provide 24/7 energy for fuel pumps, lighting, and office operations. Each site has reported zero use of electricity or generator power since the systems were installed.
The three NIPCO stations now run on an advanced hybrid solar system that combines high‑efficiency PV panels, intelligent lithium‑battery storage and smart inverters.
Since commissioning, the sites have operated with zero grid or generator power, providing silent, clean, uninterrupted electricity for pumps, lighting and administration.
“We are proud to help NIPCO lead the energy transition at the retail level.
“The scalable architecture can be sized to each location and has already delivered significant savings, about 88,535 kWh/year, N44.4 million in annual cost savings and a 43.8‑tonne reduction in CO₂ emissions,” the Head of JMG’s Hybrid Solar Division, Mr Abbass Hussein, stated, adding that, “Collaborating with NIPCO on this initiative demonstrates a practical pathway for other firms to reduce both emissions and energy expenses.”
Also commenting, NIPCO’s Station Manager at Gwagwalada, Mr Idoko Jacob, said, “The stations have not relied on electricity or generator power on bright-weather days since commissioning. The solar systems fully meet our daily energy needs during such periods. On days with poor weather, we supplement the solar system with generator power to ensure uninterrupted operations.”
Business Post gathered that the NIPCO Gwagwalada Station has a solar output of 42,450 kWh/year, annual savings of N15.6 million, and CO₂ reduction of 15,332.76 kg/year, with a system installed consisting of a 20kW Deye LV Hybrid Inverter, 26.8kWp Solar PV, and 51.2kWh Lithium Battery Storage.
The NIPCO Lekki Station has a solar output of 3,635 kWh/year, annual savings of N12 million, and CO₂ reduction of 13,130.1 kg/year, with a system installed consisting of a 25kW Must Hybrid Inverter, 22.95kWp Solar PV, and 76.8kWh Lithium Battery Storage.
As for the NIPCO Mpape Station, it has a solar output of 42,450 kWh/year, annual savings of N16.8 million, and CO₂ reduction of 15,332.76 kg/year, with a system installed consisting of a 20kW Deye LV Hybrid Inverter, 26.8kWp Solar PV, and 61.44kWh Lithium Battery Storage.
MAGGI, the culinary brand from Nestlé Nigeria, has announced the launch of its festive campaign, Taste of Christmas, designed to celebrate the sights, sounds, and flavours that define the Nigerian Christmas experience.
Central to the campaign is a collaboration with Nigeria’s fast-rising pop star Qing Madi and the renowned Loud Urban Choir, resulting in a new Christmas anthem titled Taste of Christmas.
Now available across all major music streaming platforms, the song blends contemporary sound with cultural warmth, evoking the joy of family, togetherness, and shared meals that characterize the season.
Extending beyond music, the Taste of Christmas campaign will roll out a curated series of festive recipes and culinary inspiration over a 12-day period. The collection features creative twists such as Coco Bongus, alongside beloved Nigerian classics, encouraging families to explore new flavours while enjoying MAGGI’s trusted range of seasonings.
Commenting on the campaign, the Category Manager for Culinary at MAGGI, Ms Funmi Osineye, said, “Christmas is a time when family, culture, and shared experiences come alive. With the Taste of Christmas campaign, we set out to create a platform that resonates strongly with today’s young adults while still celebrating the warmth of home. Partnering with Qing Madi and The Loud Urban Choir allows us to connect music and food in a way that feels authentic, modern, and deeply Nigerian.”
The campaign further reflects MAGGI’s commitment to celebrating home-grown talent, nurturing culinary creativity, and strengthening the role of food as a unifying force in Nigerian homes.
Consumers can access festive recipes, campaign content, and the Taste of Christmas anthem on MAGGI’s digital platforms and social media channels. Conversations around the campaign can be followed using #MAGGIChristmas.
MAGGI is a leading culinary brand from Nestlé Nigeria, committed to inspiring better cooking habits and bringing families together through delicious, nutritious meals.
By Modupe Gbadeyanka
The decision of the federal government to suspend the ban on alcohol produced in sachets has been welcomed by the Nigeria Employers’ Consultative Association (NECA).
The Director-General of the group, Mr Adewale-Smatt Oyerinde, described it as a right step in the right direction because it respects existing National Assembly resolutions and restores regulatory clarity.
Recall that recently, the Office of the Secretary to the Government of the Federation (OSGF) ordered the suspension of the policy due to concerns raised by the House of Representatives Committee on Food and Drugs Administration and Control.
In a statement, the NECA chief said the immediate suspension of all enforcement actions relating to the proposed ban on sachet alcohol and 200ml PET bottle products, pending the conclusion of consultations and the issuance of a final policy directive, was good for the industry and the economy.
According to him, the sachet and PET segment of the alcoholic beverage industry accounts for a significant portion of the estimated N800 billion invested in the sector and supports thousands of direct and indirect jobs in manufacturing, packaging, logistics, wholesale and retail.
He stressed that in an economy already struggling with high unemployment and rising business costs, abrupt policy measures that threaten existing jobs and legitimate investments would be counterproductive.
“We fully acknowledge the need to address public health concerns, especially regarding children and young people, but the solutions must be evidence-based and carefully designed so as not to drive activities into the informal and unregulated economy or encourage illicit products.
“We are looking forward to a deepened consultation to enable the protection of jobs, livelihoods and legitimate investments, etc., while also ensuring that public health objectives are effectively and sustainably achieved,” Mr Oyerinde said.
-
Feature/OPED6 years agoDavos was Different this year
-
Travel/Tourism9 years ago
Lagos Seals Western Lodge Hotel In Ikorodu
-
Showbiz3 years agoEstranged Lover Releases Videos of Empress Njamah Bathing
-
Banking8 years agoSort Codes of GTBank Branches in Nigeria
-
Economy3 years agoSubsidy Removal: CNG at N130 Per Litre Cheaper Than Petrol—IPMAN
-
Banking3 years agoFirst Bank Announces Planned Downtime
-
Banking3 years agoSort Codes of UBA Branches in Nigeria
-
Sports3 years agoHighest Paid Nigerian Footballer – How Much Do Nigerian Footballers Earn