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2025 PR Monitoring & Measurement Outlook: Local and Global Perspectives

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2025 PR Monitoring Outlook

By Philip Odiakose

Welcome to my first LinkedIn Newsletter in 2025, where I share insights as a public relations measurement professional with more than a decade of experience shaping conversations in Nigeria and globally.

As we step into 2025, the world of PR monitoring and measurement is undergoing a significant transformation. This year, we anticipate trends that will reshape how brands, PR agencies, and independent measurement consultancies collaborate, ensuring transparency, unbiased analyses, and actionable insights.

In this newsletter, I will provide a dual perspective: the Nigerian PR monitoring landscape and the global outlook for 2025.

Local PR Monitoring and Measurement Outlook: Nigeria in 2025

  1. Increased Demand for Transparency: Nigerian brands are recognizing the importance of transparency in PR outcomes. There will be heightened demand for agencies to provide detailed, unbiased performance audits.
  2. Adoption of Independent Measurement Consultancies: The era of self-evaluation by PR agencies is waning. In 2025, more Nigerian brands will partner with independent consultancies like P+ Measurement Services to ensure objective insights that foster accountability.
  3. Integration of Technology with Local Expertise: As AI tools and platforms gain traction, Nigerian PR professionals must strike a balance between technology-driven insights and localized expertise to cater to the unique dynamics of our market.
  4. Shift from ROI to ROO (Return on Objectives): In 2025, Nigerian PR practitioners will move beyond traditional ROI (Return on Investment) metrics that focus solely on financial outcomes. Instead, there will be a focus on ROO (Return on Objectives), emphasizing how PR efforts meet broader organizational goals such as brand awareness, reputation enhancement, stakeholder engagement, and social impact. This shift aligns with the evolving Nigerian economic landscape, where businesses prioritize long-term value creation and sustainability over short-term financial gains.
  5. Education as a Driver for Adoption: The need for education on measurement standards will grow. Initiatives like AMEC’s Measurement Month and local workshops like EvaluatePR event by P+ Measurement Services, Spin Sucks led by Gini Dietrich, and Measurement Base Camp by Paine Publishing led by Katie Delahaye Paine will play a pivotal role in driving adoption and bridging the knowledge gap among PR professionals.

Global PR Monitoring and Measurement Outlook: 2025

  1. Increased Collaboration Between PR Agencies and Measurement Experts: Globally, we will see stronger partnerships between PR professionals and measurement consultants to deliver credible, data-backed reports that influence boardroom decisions.
  2. Standardization Through Education: AMEC Measurement and Evaluation (International Association for the Measurement and Evaluation of Communication) and its members will continue leading the charge in educating PR professionals on best practices, ensuring global alignment on measurement standards like the Barcelona Principles, Measurement Maturity Mapper and Measurement Framework.
  3. Rising Demand for Unbiased Audits: Brands across the globe will increasingly seek independent PR measurement audits, avoiding conflicts of interest and ensuring that insights are impartial and actionable.
  4. Adoption of Technology and Real-Time Analytics: The rise of real-time monitoring and advanced analytics tools will enable PR professionals to adjust strategies dynamically, making campaigns more impactful.
  5. Focus on ESG and Social Impact Metrics: Environmental, Social, and Governance (ESG) metrics will take center stage in global PR measurement. Organizations will prioritize measuring how their communications align with sustainability and societal goals.

The Way Forward

2025 marks a year of audacious transformation in PR monitoring and measurement, both in Nigeria and globally. At P+ Measurement Services, we are committed to driving this change by partnering with brands, agencies, and global stakeholders to deliver transparent, unbiased, and impactful insights.

The success of PR measurement lies in the collaboration between PR professionals and measurement experts, coupled with continuous education and adherence to global standards. As a founding member of AMEC Member Lab Initiative, I am optimistic about the role we will play in shaping the future of this industry.

Let us redefine PR measurement together, one campaign at a time.

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

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d.light Gives 5-Year Warranty on Off-Grid Solar Products

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d.light

By Modupe Gbadeyanka

Global leader in transformational household products, d.light, has extended the warranty on its off-grid solar products to five years from two years.

The company, in a statement on Monday, said this reinforces its long-standing commitment to quality leadership, after it became the first company in the sector to introduce a 2-year warranty 15 years ago, a move that fundamentally shifted customer expectations and pushed the industry toward higher quality standards.

The energy firm disclosed that the new 5-year warranty underscores its confidence in its product quality and reinforces its mission to transform the lives of customers by delivering products they can trust for years to come.

The 5-year warranty is available on all d.light solar home systems and solar inverters, effective February 14, 2026, and will be extended to existing customers who purchased their product after December 31, 2023.

“At d.light, quality is not just a feature — it is a commitment to our customers. Launching the industry’s first 5-year warranty reflects nearly two decades of investment in engineering, manufacturing excellence, and real-world product testing.

“We believe customers who depend on our products every day deserve long-term reliability and peace of mind,” the Chief Product and Strategy Officer of d.light, Mr Karl Skare, said.

“Quality leadership requires long-term thinking. We have always believed that pushing quality standards forward is good for customers, good for partners, and good for the entire industry. This 5-year warranty is another step in our commitment to lead from the front,” he added.

Over the last 20 years, d.light has manufactured over 40 million solar products and continually invested in product design, supply chain quality control, and field performance monitoring.

The company’s products are designed to perform reliably in some of the world’s most demanding environments, supporting families and small businesses with dependable access to energy and digital connectivity.

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Dangote Salt Gives Trucks, Cash Credits to Customers

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Dangote salt customers trucks

By Aduragbemi Omiyale

Gift items worth millions of Naira were dolled out to customers by NASCON Allied Industries Plc, otherwise known as Dangote Salt.

The company splashed trucks and cash credits to 50 outstanding customers at its 2025 Customers Dinner and Awards Night in Abuja on Thursday.

One of the beneficiaries, Mr Ali Balarabe, who got a 20-ton truck and cash credit, expressed appreciation for the recognition, noting that it reflects the company’s commitment to excellence.

Mr Balarabe further pledged to sustain his loyalty and continued support, promising to remain a steadfast and devoted customer in the years ahead.

Other customers who received truckload awards and cash credits included Mr Ibrahim Achida, Muabsa Integrated Services, Fanisau Enterprises, Idris Saleh Nigeria Limited, Sani Adamu Trader, and GIA Global Concept, among others.

The president of Dangote Group, Mr Aliko Dangote, in his remarks, thanked consumers for their loyalty, and also commended the company’s board, management and staff for their unwavering dedication, professionalism, and consistent contributions to the organisation’s growth and sustained market leadership.

“Recognising customers is not just good relationship management – it is good business. It sends a clear message to our people that customer service is truly one of our core values.

“Looking ahead, we will continue to invest in brand equity, supply chain efficiency, sustainability, and digital capabilities. But these investments only create value when they are aligned with customer realities. Your continued engagement and feedback remain critical,” he said.

In his speech, the chairman of NASCON Allied Industries, Mr Olakunle Alake, said, “As a quoted company, we are accountable to shareholders, regulators and the investing public. But the confidence of the market is ultimately rooted in the performance, and market performance depends on customers who believe in our brands.”

The Managing Director of the firm, Aderemi Saka, stated that the central message of the awards night was to celebrate and appreciate the company’s customers, noting that the organisation’s success is closely tied to the growth and prosperity of its customers.

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IVI PR Opens Registration for IviTrybeSage Masterclass

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IviTrybeSage Masterclass

By Modupe Gbadeyanka

Lagos-based strategic communications firm, IVI PR, has called for registration for its exclusive masterclass designed specifically for the modern PR professional known as IviTrybeSage.

A statement from the company said registration would remain open until capacity is reached. Given the exclusive nature of the IviTrybeSage programme, spaces are strictly limited to ensure an intimate, high-impact learning environment.

Interested professionals can secure their spot by completing the form via https://forms.gle/sqvTe1sNM4ure8iJ7.

Business Post gathered that the curriculum will cover brand personality and storytelling, public relations strategy, media relations, crisis management, social media and digital PR, influencer marketing, and more.

Participants will learn how to move beyond traditional press releases into the realm of strategic influence and creative storytelling, transitioning from foundational PR tactics towards the sophisticated demands of today’s global market.

IviTrybeSage is open to fresh graduates seeking the skills necessary for an upward trajectory in strategic communications, as well as entry-to-senior level PR and marketing practitioners, corporate communications executives, and ambitious agency leads.

In an era where the media landscape shifts daily, IviTrybeSage serves as a bridge between academic theory and real-world PR and communication demands. The programme focuses on providing practical, cutting-edge skills to create a pipeline of highly competent talent.

The PR industry is a dynamic field defined by rapid digital transformation and shifting audience behaviour. For PR practitioners to transition from mere messengers to high-value strategic partners, continuous skill acquisition is imperative.

Today’s practitioners must master a diverse toolkit that includes data and trend analysis, crisis management in the age of ‘cancel culture’, and strategic storytelling.

By proactively sharpening these skills, PR professionals ensure they can navigate complex algorithmic changes and evolving social trends, allowing them to protect brand reputations with precision and command a well-earned seat at the executive table.

The chief executive of IVI PR, Mr Nosa Iyamu, while commenting on the initiative, said, “In an era of noise, it is imperative that clarity is prioritised through strategic communication. The industry is evolving at breakneck speed.

“IviTrybeSage isn’t just a training session; it’s a community for those ready to lead the conversation rather than just follow it. It is for those who want to understand how to drive clarity rather than join the bandwagon of those who merely sell noise.”

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