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Why Your PR Report Must Include CEO Metrics — Or Risk Losing Their Interest Entirely

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Why Your PR Report Must Include CEO Metrics — Or Risk Losing Their Interest Entirely

By Philip Odiakose

Let us be honest — if I had a Naira for every time a CEO said or thinks PR is a “cost center,” I would probably have built a second agency by now. And I get it — PR feels intangible to some folks in the C-suite. It is not always as direct as “We spent X and sold Y.” But here is the kicker: PR is the only business function working daily to maintain the public reputation of the brand that the CEO wakes up every day to lead. Without PR, a brand’s reputation could crumble quietly while the finance team celebrates balance sheets. So when next you hear someone say PR doesn’t bring value, kindly show them this article — and maybe offer them a bottle of water too, because they are clearly thirsty for the truth.

Having stated the value of PR, let us start this conversation with a bit of PR truth serum. If you have ever presented a beautifully designed PR report and watched your CEO flip through it with all the enthusiasm of someone reviewing a phone book in 2025, I feel your pain. And I have lived it. With over 15 years in PR measurement, research, and media intelligence — and having worked across different markets in Africa — one recurring silent theme has always echoed from boardrooms: “This is great, but what exactly does it say about me?”

You do be surprised how fast a CEO’s interest sparks when they see their name with a performance score next to their competitors.

Now, before you roll your eyes and scream “vanity metrics,” hold on. This isn’t about stroking egos or creating a separate report that worships leadership. It is about relatability. One of the major reasons why some executives see PR teams as a cost center — and why they struggle to sign off on measurement budgets — is because they simply can’t connect with the report. Yes, the brand got 500+ mentions. Yes, the sentiment was 80% positive. Yes, you landed an exclusive in a top-tier publication. Yes, you have raised brand awareness. But guess what? If nothing in that report speaks directly to the leadership’s role in that performance, you are missing a critical link.

PR isn’t only about brand exposure and reputation — it’s also about brand leadership visibility.

At P+ Measurement Services, I can’t count how many times PR professionals have said to us during cold calls, “Our CEO isn’t buying into the PR measurement thing; he thinks it is fluff.” And honestly, I get why. When a report is full of brand numbers but doesn’t show how the leadership contributed or is being perceived, it loses the executive audience quickly. That is why in the early years of our agency, we developed a proprietary framework (P+MCA) that captures CEO-specific performance metrics — not just the presence of their names in headlines but how they rank in sentiment, thought leadership, share of voice, and positioning versus competitive CEOs.

You want sign-off on your Measurement and Evaluation budget? Show your CEO how they perform against other CEOs. Then step back and watch the magic.

There was a time we worked with a leading insurance brand in South Africa. The PR team had been practically begging their CEO to take up a keynote speaking slot at an industry event, but the man was adamant: “Not now.” Frustrated, the team approached us for help. We produced a CEO-focused performance audit — showcasing not just his media presence but a comparison of his leadership metrics against rival insurance CEOs. When he saw his score at the bottom of the table, his reaction was priceless: “How can I be last on this scoreboard?” The very next week, he was asking the PR team for the event lineup. That moment right there? That’s what we call data doing the heavy lifting.

Let the data speak where words fail. CEOs don’t argue with numbers.

This doesn’t just help you secure leadership buy-in for PR campaigns; it opens up strategic conversations around executive positioning, thought leadership, and industry influence. One of our proudest long-term engagements came from that South African experience — we have supported that team since 2018, helping position their CEO from media-shy to media-smart. Data made that happen.

And this isn’t just relevant for CEOs with PR-phobia. It is vital for CEOs who sit on multiple boards. A chairman might be squeaky clean in one company and still drag your brand into crisis by association. I remember working with a multinational FMCG brand in Nigeria whose chairman also served on the board of a financial services company. When the latter entered crisis mode, the FMCG brand was dragged into headlines it didn’t ask for. Why? Because media doesn’t separate leadership roles — it connects them.

Your CEO’s reputation isn’t siloed. If they sit on multiple boards, so do their risks.

Including CEO-specific metrics and competitive insights helps PR professionals spot reputational risks early. It also helps pre-empt crises. When you know how the media is talking about your leadership, and how that compares with others, you have the leverage to act — not react. And that, dear PR pro, is the difference between being seen as a “cost center” and a strategic partner.

This is your call to upgrade your report. Brand performance is great — but leadership performance? That’s where the real power lies.

So next time you are struggling to justify your PR strategy, your measurement and evaluation budget, or why your CEO should attend that industry event — don’t argue. Just present the data. Let it tell the story, and let P+ help you craft one they can’t ignore.

Philip Odiakose is a leader and advocate of public relations monitoring, measurement, evaluation and intelligence in Africa. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMECNIPR, AMCRON, ACIOM and Founding Member of AMEC Lab Initiative

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JMG Installs Solar Power Systems at Three NIPCO Fuel Stations

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JMG solar power systems NIPCO

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.

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MAGGI Unveils ‘Taste of Christmas’ Campaign

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MAGGI Taste of Christmas

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.

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FG Suspension of Sachet Alcohol Ban Excites NECA

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sachet alcohol

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.

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