Connect with us

Feature/OPED

The Power Trio: How Sales, Finance, and Marketing Rescue PR from the ROI Dilemma

Published

on

The Power Trio PR from ROI Dilemma

By Philip Odiakose

Over the years, the conversation around PR measurement has evolved, yet one persistent challenge remains — how to prove the financial return on investment (ROI) of public relations efforts. I have shared my thoughts on this topic across multiple LinkedIn posts, and I felt compelled to provide a structured education on the subject.

Measurement education is a core pillar of AMEC Measurement and Evaluation , and as a strong advocate for data-driven PR, I believe it is crucial to guide PR professionals through this recurring challenge.

The reality is simple: If sales are not part of your key performance indicators (KPIs), then Return on Objective (ROO) should be your holy grail, not ROI. However, for PR campaigns where sales are indeed a primary goal, PR professionals cannot work in isolation — they need to engage with the “three wise men”: Sales, Finance, and Marketing.

A fundamental mistake many PR practitioners make is attempting to justify PR’s success using ROI without understanding the financial principles behind it. ROI, in its true form, is a financial metric that calculates the profitability of an investment using the formula: ROI (%) = (Net Profit / Cost of Investment) x 100.

For PR professionals aiming to showcase ROI, collaboration with the Finance team is essential to align media metrics with revenue generation. However, in most cases, PR is not a direct sales function, which means using ROI as a blanket metric leads to misinterpretation and misplaced expectations.

This is why AMEC’s Barcelona Principles (which emphasize outcome-based measurement over outdated methods) encourage PR professionals to focus on measurable objectives rather than vanity metrics like Advertising Value Equivalency (AVE). For those unfamiliar with these principles, I strongly recommend exploring them as a foundation for modern PR measurement.

One of the most misleading approaches in PR measurement is relying on AVE to demonstrate ROI. To put this into perspective, AVE in PR is like measuring the quality of a meal based solely on the price of its ingredients. Just because a dish contains expensive components does not mean it tastes good or satisfies the customer.

Similarly, AVE assigns a monetary value to media coverage based on ad rates but fails to measure the true impact, sentiment, or effectiveness of PR efforts. If a PR professional presents AVE as ROI, they are essentially equating visibility with tangible business outcomes, which is a flawed and outdated perspective. The goal should always be to measure what matters — impact, sentiment, engagement, and business outcomes — rather than placing a fictitious monetary value on earned media.

As a PR measurement specialist with over a decade of experience, I have consistently advocated for the prioritization of ROO over ROI for PR campaigns that do not have direct sales objectives. PR’s role is often about shaping perception, building credibility, and enhancing reputation — elements that do not always have an immediate or direct financial impact.

ROO provides a structured framework for evaluating PR performance based on predefined, measurable objectives. By aligning PR efforts with specific business goals — whether it be increasing brand awareness, driving website traffic, improving customer sentiment, or strengthening stakeholder relationships — PR professionals can provide meaningful insights without force-fitting sales metrics where they do not belong.

For PR to demonstrate true ROI when necessary, it must integrate seamlessly with Sales, Finance, and Marketing. Without correlating PR metrics with their data, PR teams cannot accurately tell the story of their contribution to revenue generation.

Marketing provides valuable insights into lead generation, Sales tracks conversions, and Finance ensures financial accountability. When these three functions work together, PR professionals can move beyond justifying their efforts with media impressions and start proving their impact in terms of business growth. This is why aligning client or executive expectations from the onset is critical.

By setting realistic measurement parameters, PR professionals can avoid the trap of being asked to prove ROI on campaigns that were never designed to drive direct sales in the first place.

The path to effectivePR measurement is rooted in education, collaboration, and the right frameworks. We must continue advocating for methodologies that reflect PR’s strategic value — beyond press clippings, beyond AVEs, and certainly beyond misaligned expectations.

Measurement is not about justifying PR’s existence; it is about demonstrating PR’s impact with the right metrics that align with business goals. As PR professionals, our focus should always be on setting SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives that align with organizational priorities. This way, measurement becomes a tool for strategy rather than just a reporting mechanism.

As we move forward, I encourage PRprofessionals to embrace continuous learning, engage in industry conversations, and challenge outdated measurement methods. PR measurement is not static — it evolves with trends, technology, and business needs. Let us elevate our practice by ensuring that measurement is not an afterthought but an integral part of our communication strategy from the start.

Would love to hear others’ thoughtson this!

Philip Odiakose is a leader and advocate of PR measurement, evaluation and media monitoring in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMECNIPR, AMEC Lab Initiative and AMCRON

Feature/OPED

How AI is Revolutionizing Sales and Business Development for Future Growth

Published

on

Olubunmi aina

By Olubunmi Aina

Many experts have highlighted the growing impact of Artificial Intelligence (AI) across the financial industry, and I would like to share my perspective on a key functional area that typically drives business growth and profitability— sales and business development professionals and how AI is impacting their work.

Sales and business development professionals are often regarded as the engine room of an organization, thanks to their eye for business opportunities, ideation and conceptualization, market engagement and penetration expertise.

AI is enabling sales and business development professionals to automate tasks, take meeting notes, analyze data, and personalize customer experiences, all of which are embedded within CRM (Customer Relationship Management) systems. A CRM with an AI tool is what forward-thinking businesses are leveraging to manage leads, customer data, customer interactions, notify and remind professionals to take action when due, drive growth and profitability.

This is why it is crucial for these professionals to invest heavily in AI knowledge to remain globally competitive. This can be achieved through self-study, attending industry events, or consulting with leading technology companies that have embraced AI, such as Interswitch Group, AI In Nigeria, and Revwit.

Most importantly, to maximize the potential of AI, sales and business development professionals must pay close attention to customer interactions. and ensure they collect high-quality data. Feeding the data repository or CRM Systems with valuable insights and data from real customer engagement is key to getting AI to produce near accurate insight for effective results.

AI will continue to be a key driver of business growth and decision-making in the years ahead. If you are yet to embrace it, now is the time. Keep learning!

Olubunmi Aina is the Vice President, Sales and Account Management at  Interswitch Group

Continue Reading

Feature/OPED

Mother’s Day: Bridging Dreams and Burdens With Global Marketplace Success

Published

on

Motherhood in Nigeria is a dynamic force fueled by strength, resilience, and unwavering love. As Mother’s Day approaches, we celebrate the women who carry the weight of their families and communities, often while nurturing their dreams. From bustling market traders to ambitious entrepreneurs, Nigerian mothers are a force to be reckoned with.

However, the reality is that balancing these roles can be incredibly challenging. The daily hustle, coupled with the rising cost of living, often leaves little time or resources for personal aspirations. This is where the digital marketplace and platforms like Temu are beginning to play a significant role, not just in Nigeria but globally.

For Stephanie, a Nigerian hair and beauty influencer navigating the demands of work and motherhood, the ease of online shopping became invaluable. She discovered that purchasing baby necessities, like baby high chairs from Temu, from the comfort of her home significantly simplified her life, granting her more time to dedicate to her family and professional pursuits.

Beyond convenience, digital platforms are also fueling entrepreneurial success for women. Caterina Tarantola, a mother of three, achieved the remarkable feat of opening her translation and interpretation office in just 15 days. Her secret weapon was also Temu. Initially skeptical of online shopping, she found it to be a personal advisor, providing everything from office furniture to decor, delivered swiftly and affordably. This kind of direct access is precisely what can empower many Nigerian mothers who strive to maximise their resources and time.

Similarly, Lourdes Betancourt, who left Venezuela to start a new life in Berlin, turned to Temu when launching her hair salon. By sourcing essential supplies directly from manufacturers, she avoided costly markups and secured the tools she needed to turn her vision into reality.

Since Temu entered the Nigerian market last November, more Nigerian mothers have embraced the platform to access quality, affordable products. By shopping online instead of spending hours at physical markets, they can reclaim valuable time for their businesses, families, and personal growth.

This shift reflects a global trend as consumers worldwide seek convenience and affordability. In response, Temu has rapidly grown into one of the most visited e-commerce sites and was recognized as a top Apple-recommended app of 2024.

                                 

The digital marketplace, while still developing in a place like Nigeria, presents a significant opportunity for empowerment. The progress made thus far highlights the tremendous potential for positive impact.

This Mother’s Day, we celebrate Nigerian mothers’ strength and adaptability. Like Stephanie, Caterina, and Lourdes, they are turning challenges into opportunities—building brighter futures for themselves and their families with the support of innovative online platforms like Temu.

Continue Reading

Feature/OPED

Sacred Journeys, Earthly Burdens: The Cost of Nigeria’s Pilgrimage Economy

Published

on

Nigeria’s Pilgrimage Economy

By Prince Charles Dickson PhD

The desert does not care for your prayers. It swallows them whole, along with your sweat, doubts, and wallet weight. Yet here we were—Nigerians in Jordan, then Israel, tracing paths carved by prophets and kings, stepping on stones smoothed by millennia of footsteps. From the Dead Sea’s buoyant bitterness to Bethlehem’s star-marked grottoes, the land thrums with sacred electricity. But as she walked, she couldn’t shake the question: What does this cost us? Not just in naira, but in soul.

You remember the chaos—Abuja’s airport buzzing with first-time pilgrims clutching rosaries and Qurans, tour guides shouting over the din, warnings about “japa temptations” mingling with sermons. For many, this was a once-in-a-lifetime escape: from potholed streets, blackouts, and the gnawing uncertainty of survival back home. Yet even here, in the shadow of Herod’s stones and Galilee’s shores, Nigeria followed us. The tour operators in Jordan haggled like Lagos market women; Israeli border guards scrutinized our green passports with weary suspicion. And beneath it all, the Gaza war hummed like a discordant hymn, a reminder that holiness and human conflict are ancient bedfellows.

Let’s talk numbers; if a single pilgrimage package costs roughly N3.5 to N5 million per person, multiply that by thousands of pilgrims annually, and Nigeria bleeds billions into foreign economies.

In Jordan, our guides grinned as they narrated Petra’s history, their pockets fattened by dollars. In Israel, the pilgrimage industry is a well-oiled machine: hotels near Nazareth charge premium rates, Dead Sea mud is packaged and sold as divine therapy, and even the Via Dolorosa has a gift shop. Meanwhile, back home, nurses strike over unpaid wages and students scratch equations into dust-choked chalkboards.

The Catholic Bishops’ recent call cuts like a knife: “Stop funding pilgrimages. Let faith pay its way.” Their logic is mercilessly practical: why should a nation drowning in debt—where 63% of citizens survive on less than $2 a day—subsidize spiritual tourism for a privileged few? The National Hajj Commission (NAHCON) and Christian Pilgrims’ Board, riddled with corruption scandals, stand as monuments to mismanagement.

Remember the 2017 scandal where officials embezzled ₦90 million meant for pilgrims’ visas? Or the 2022 Hajj airlift fiasco that stranded thousands? These boards, the bishops argue, “serve neither their adherents nor the nation.”

Yet, the allure persists. For many pilgrims, government sponsorship isn’t just a subsidy—it’s a lifeline. “I saved for ten years,” a retired teacher from Enugu told me, her eyes glistening at the Jordan River. “Without the board’s help, I’d never see Jerusalem.” Herein lies the paradox: pilgrimage is both a spiritual awakening and a symptom of systemic failure. When the state funds faith, it commodifies it—and when it withdraws, it risks severing the vulnerable from their solace.

Ah, the pilgrims themselves! Nigerians are nothing if not theatrical. There were the “Captains”—self-appointed prayer warriors who bossed others around like generals in God’s army. The Comedians, crack jokes at Caiaphas’ dungeon to ease the tension. The Holier-Than-Thous, who tsk-tsked at women’s uncovered hair while surreptitiously snapping selfies at Golgotha and the quiet ones, like the widow from Sokoto who touched the Western Wall and wept without sound.

But spirituality here is tangled with spectacle. At the Dead Sea, I watched a pastor bottle the salty water, declaring it “a weapon against household witches.” In Bethlehem, traders hawked olive-wood crosses next to “I Error! Filename not specified. Jesus” t-shirts. Is this awakening? Or is it the monetization of longing?

The bishops’ critique is not just fiscal—it’s theological. “True faith,” their statement insists, “is not measured in miles travelled but in mercy shown.” They urge a reckoning: if Nigeria redirected pilgrimage funds to healthcare, education, or infrastructure, could that itself be a sacred act? Imagine N30 billion—the approximate annual cost of state-sponsored pilgrimages—channeled into neonatal clinics or rural electrification. Would that not honor the “least of these” whom Christ called us to serve?

But the counterargument simmers: pilgrimages foster unity, they say. On that flight to Tel Aviv, I saw Muslims and Christians swap snacks and stories. A Hausa imam helped a Yoruba grandmother fasten her seatbelt. For a moment, Nigeria felt possible again. Yet this fragile camaraderie exists in a bubble—one paid for by a state that can’t fix its roads.

You asked me, “Can’t we have both—pilgrimages and progress?”* Perhaps. But not under this broken model. Here’s the radical alternative:

Decouple State and Sanctuary: Let religious groups self-organize pilgrimages, as the bishops propose. If a church or mosque can rally its flock to fund journeys, so be it—but without dipping into public coffers.

Audit the Sacred: Demand transparency from pilgrimage boards. Publish budgets, punish graft, and let pilgrims know exactly where their money goes.

Reinvest in the Here and Now: Redirect saved funds to tangible ministries—hospitals, schools, food banks—that embody “love thy neighbour” more vividly than any tour group.

On our last night in Jerusalem, I sat with a group under the stars. Nima from Plateau said quietly, “I came to feel closer to God. But I felt Him more when that waiter in Amman refilled my water…”. I urged her to tell the story—

It was the unlikeliest of sanctuaries—a crowded restaurant, humming with the chaos of clattering plates and overlapping voices. Amid the rush, a young waiter moved with a grace that transcended duty. His smile was not merely professional; it was an offering. In a world where transactions often eclipse connection, he chose to see me. I asked for three small things: hot water to refill my flask, a bowl of midnight-dark yogurt, and sugar to sweeten it—simple requests, yet specific, requiring attention in a sea of demands. He could have sighed, rolled his eyes, or deferred to the crowd. Instead, he leaned in.

His “of course” was a quiet rebellion against indifference.

The steaming flask returned, cradled like something sacred. The yogurt arrived, its darkness cradled in a bowl that gleamed like polished obsidian. The sugar, poured with care, became more than a condiment—it was a covenant.

At that moment, the noise faded. Here was a stranger who had every reason to rush, yet chose to pause. Here was proof that kindness is not a grand gesture reserved for saints, but a series of deliberate, ordinary acts: I will listen. I will try. You matter.

How much lighter the weight of our differences would be if we all carried this truth: that every interaction is a crossroads. We can choose to armour ourselves in a hurry, or we can meet one another as this young man did—with eyes that recognize a shared humanity. The systems we’ve built—borders, hierarchies, ideologies—are illusions compared to the raw, aching need we all harbor: to be treated gently, to be acknowledged.

As I stirred the sugar into the yogurt, dissolving bitterness into sweetness, I thought of all the ways we hunger. For warmth. For dignity. For the courage to ask for what we need, and the grace to honor those who ask. The world will not slow down. But in its frenzy, we can be oases for one another—pouring hot water into empty vessels, handing over sugar like a promise.

This is how we mend the fractures: not with grand declarations, but with the daily sacrament of paying attention. The waiter’s name is lost to me now, but his lesson lingers: in a universe that often feels cold and vast, we hold the power to make it intimate, one act of deliberate kindness at a time.

What if we all moved through life as he did—not merely serving, but seeing?

There it is—the heart of the matter. Spirituality isn’t stamped in a passport; it’s woven into daily acts of attention, kindness, and justice. Nigeria’s pilgrimage industry, for all its grandeur, risks reducing faith to a transactional spectacle. The bishops aren’t arguing against devotion—they’re pleading for a redefinition of what’s holy.

The desert still whispers. But maybe the miracle we need isn’t in Jordan’s rivers or Jerusalem’s tombs. Maybe it’s in the courage to stay home—to build a nation where the sacred isn’t a luxury, but a lived reality. May Nigeria win!

Continue Reading

Trending