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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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EvaluatePR to Explore ‘PR After the Algorithm: Trust, Truth & Intelligence in 2026’

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EVALUATE PR

P+ Measurement Services, Nigeria’s leading independent media intelligence and PR measurement agency, will host the 31st edition of its flagship thought-leadership platform, EvaluatePR, on Friday, March 27, 2026, at 12:00 p.m. (WAT).

Themed PR After the Algorithm: Trust, Truth & Intelligence in 2026, this virtual session will convene professionals across public relations, communications, and media measurement to explore how algorithms, artificial intelligence, and digital ecosystems are reshaping reputation management, media influence, and audience trust.

With the increasing role of automation in communications, the event will challenge professionals to rethink how credibility is built and sustained in a fast-evolving digital landscape, while emphasising the need for transparency, ethical measurement, and strategic intelligence.

The session will feature a distinguished lineup of speakers representing diverse expertise across global communications, media intelligence, and analytics: Felicia Nugroho – Director, Analytics & Insights, Maverick Indonesia / Chair, Asia Pacific & International Board Director, AMEC; Cyrille Djami – Founder & Publisher, CommsOfAfrica; Strategic Communications, Editorial and Influence Consultant; Amrita Sidhu – Managing Director, Medianet / Director & Board Representative, AsiaNet / Board Member, AMEC; and Satira Osemudiamen Oreweme – Principal Consultant, Satira Media & Public Relations Limited.

Together, they will lead insightful discussions on how communicators can navigate the intersection of technology and trust, maintain authenticity in automated environments, and leverage data-driven intelligence to deliver meaningful communication outcomes.

Participation in the session is free, with access available via the official registration link: https://bit.ly/4stWjUh

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Indigo Wins Another SABRE Africa Award

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Integrated Indigo Limited SABRE Africa Award

Integrated Indigo Limited, one of Nigeria’s leading full-service marketing communications consultancy firms, has once again proved its mettle as an agency to reckon with, not only in Nigeria but also across the continent, by winning another award at the 2026 Superior Achievement in Branding, Reputation & Engagement (SABRE) Awards recently held in South Africa.

Indigo won in the Industrial/Manufacturing category for its impactful ‘Women on Wheels’ campaign executed for Lafarge Africa Plc. The award-winning ‘Women on Wheels’ campaign was designed to challenge gender stereotypes and promote inclusivity within the industrial and manufacturing sector, while amplifying Lafarge Africa’s commitment to empowering women through innovative and purpose-driven initiatives.

Last year, the agency emerged as the winner for its effective communication strategy and execution on the Nigerian Breweries Plc Rights Issue.

Commenting on the win, the Managing Director/CEO, Integrated Indigo Limited, Bolaji Abimbola, explained that the success of the campaign was driven by a shared vision between the agency and Lafarge Africa Plc, noting that the win reflects the agency’s long-standing commitment to delivering impactful and purpose-driven campaigns that go beyond traditional communications.

Abimbola added that such recognitions serve as both validation and motivation for the agency to continue pushing boundaries, challenging norms, and delivering innovative solutions that create real value for clients and society at large.

“We are thrilled to receive this recognition for our ‘Women on Wheels’ campaign. This win is a testament to our consistency and dedication to breaking new ground by relentlessly pushing bold ideas, building impactful collaborations, and fostering strong partnerships. We are proud of the impact this campaign has created and grateful to our clients for trusting us to bring this vision to life,” he said.

Abimbola also commended the Integrated Indigo team for their creativity, passion, and resilience, noting that the award reflects the collective effort of a team committed to excellence and innovation.

“I would like to celebrate our incredible team for their commitment and drive. This achievement belongs to every individual who contributed to making this campaign a success. We remain focused on pushing boundaries, delivering value, and continuing to create meaningful impact for our clients and the communities we serve,” he added.

As it celebrates this milestone, Integrated Indigo reaffirms its commitment to delivering innovative communication solutions, pushing boundaries, and creating campaigns that generate lasting impact.

The 2026 Africa SABRE Awards shortlist includes more than 120 campaigns, selected from over 500 entries in this year’s competition, which recognises Superior Achievement in Branding, Reputation and Engagement. The campaigns were evaluated by a jury of industry leaders. The 2026 Africa SABRE Awards took place on March 17 in South Africa.

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Moniepoint Acquires Orda to Explore Africa’s $50bn Restaurant Economy

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Moniepoint DreamDevs Initiative

By Modupe Gbadeyanka

A leading cloud-based restaurant management platform operating in Nigeria, Orda Africa, has been acquired by the continent\s all-in-one financial ecosystem platform, Moniepoint Incorporated.

The acquisition of Orda comes as Africa’s food service industry experiences unprecedented growth, with the sector valued at $50 billion and Nigeria’s market alone projected to reach $19.31 billion by 2030, growing at 11.73 per cent annually.

With Orda’s restaurant-focused capabilities now part of the Moniepoint ecosystem, the platform is well-positioned to capture this opportunity.

Business Post gathered that Orda will now become part of the Moniebook platform, the all-in-one Point-of-Sale (POS) and business management platform of Moniepoint.

Since launching its business management tools product in 2025, Moniebook has rapidly become the go-to platform for thousands of African businesses seeking integrated financial and operational tools, seamlessly unifying payments and bookkeeping in one platform.

With Orda, restaurant owners can now gain access to this proven ecosystem that creates unprecedented opportunities to scale operations, optimise performance, and access credit, as well as the extensive reach of Moniepoint, which has powered growth for millions of African businesses.

“The food industry isn’t just about feeding people; it’s a major source of jobs and daily survival for many Africans. It highlights how vital the informal sector is, not just for the economy, but for everyday life across the continent,” the chief executive of Moniepoint, Mr Tosin Eniolorunda, said.

Data has shown us that Africa’s restaurant sector is one of the continent’s most dynamic economic engines, yet the majority of food businesses still operate with manual processes and fragmented tools.

“By bringing Orda into Moniepoint, we are giving restaurant owners what they deserve: one simple platform that handles everything from managing their kitchen to growing their business.

“Our goal remains to create financial happiness for Africans, giving them the tools to reach their full potential, and that’s exactly what we’ve built here,” he added.

Also commenting, the chief executive of Orda, Mr Guy Futi, said, “Orda has found the perfect home in Moniepoint. We have spent years building deep expertise in restaurant operations, but we have always known that to truly transform the industry, we needed to connect that expertise with comprehensive financial infrastructure.

“That’s exactly what this integration delivers. For our customers, we are assuring a smooth transition with no disruption to the platform and retained access to the support you are used to. What changes is your access to opportunities. Over the coming weeks, being part of Moniepoint means you’ll have more tools, more reach, and more ways to grow your business than ever before.”

Moniepoint was established in 2015 by Mr Eniolorunda and Mr Felix Ike. The firm has considerably expanded its offerings to include digital payments, business and personal banking, credit, cross-border payments, and business management tools, with a customer base exceeding 20 million active businesses and personal banking customers and processes over $250 billion in digital payment transaction value annually.

On its part, Orda was formed in 2020 to give Africa’s small and independent restaurants the tools they need to run more efficiently, providing a purpose-built software to businesses that had long operated without it.

Combining their respective strengths, Moniepoint and Orda are expected to deliver a purpose-built solution that empowers food businesses at every scale to manage orders, track inventory, pay suppliers, and access working capital, all in one seamless experience.

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