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Common Mistakes Organisations Make When Measuring Results—Ayaosi



Austin Ayaosi common mistakes organisations

By Dipo Olowookere

A renowned Public Relations (PR) measurement and evaluation practitioner in Nigeria, Mr Austin Ayaosi, has highlighted some common mistakes organisations made when measuring their results.

In a chat with Marketing Edge, Mr Ayaosi, who is the Lead Analyst at BrandImpact Consulting, a full-scale media and public relations measurement and research consultancy based in Lagos, stated that one of the blunders is attempting to measure PR performance in silos.

He advised that to avoid this gaffe, PR measurement, especially when it plays a supporting role, should be done in alignment with the overall goals which it supports.

“It is difficult to truly measure and evaluate the success and impact of a marketing campaign in which PR provided support without aligning PR objectives with marketing goals for the campaign.

“Similarly, measuring the impact of internal communications on employees should be done in collaboration with the HR unit,” the PR measurement expert said.

Speaking further, he said, “Another mistake is that more often than not, PR and Corporate Communications managers don’t take time to understand their organisations.”

He pointed out that, “It is important to understand an organisation; know the organisation’s priorities, then align your role and measurement/evaluation framework with the priorities.”

“I believe that’s what the smartest practitioners in Nigeria have done to secure a seat at the table. I call them the smartest practitioners because the zenith of a PR career is sitting with the suit-and-tie ladies and gentlemen of the Board. Only a few practitioners in Nigeria have attained such career heights.

“The good thing is that measurement and evaluation is the easiest route to showing the impact of PR on the organisation. My advice to PR professionals has always been: Measure what matters to the Board; if you can’t do that, then make what you measure matter to the Board. Either way, you just have to measure,” he submitted.

Mr Ayaosi also used the occasion to lament the attitude of most companies toward PR measurement and evaluation, noting that they hardly have a budget for PR measurement and evaluation, thus making pitching for a measurement and evaluation job much more difficult than pitching for a regular PR brief.

According to him, what has negatively influenced PR measurement and evaluation is the myth that PR can’t be measured, noting that he has always had a contrary belief.

“I have always believed that PR can be measured. In some cases, the impact of PR can be linked to an organisation’s bottom line. It requires a deeper focus and dedication; a thorough understanding of the entire PR measurement and evaluation cycle; and a lot of work,” he said.

“For instance, we signed on a client in 2020; seven months into the engagement, the PR Manager won the company’s Annual Outstanding Performance Award, in acknowledgement of PR’s contributions to the business. It was the first time a PR manager won the award,” he added.

Dipo Olowookere is a journalist based in Nigeria that has passion for reporting business news stories. At his leisure time, he watches football and supports 3SC of Ibadan. Mr Olowookere can be reached via



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Quickteller Raffle Draw for Music Fest in Dubai Produces More Winners



Quickteller Bestie campaign

By Modupe Gbadeyanka

The raffle draw organised by Quickteller for the Interswitch One Africa Music Fest in Dubai in December has produced more winners.

The event provides a wider global audience for African talents. Also, it gives music enthusiasts from the continent and across the world an opportunity to interact with their favourite music acts.

The music stage is a mix of big acts from Africa, including the top six talents from the recently concluded Quickteller Barz and Notes talent hunt show and other artists from other countries across the globe.

On September 30, Quickteller conducted its second raffle draw to enable its customers to have a feel of the global music festival. The beneficiaries will enjoy an all-expenses-paid trip to Dubai for the event.

The draw, which follows the first round held in August at the head office of Interswitch, is among a series of draws scheduled to hold through to October 2022 to enable more Quickteller users to participate in the music fest.

These draws were conducted under the regulatory eyes of the National Lottery Regulatory Commission (NLRC) and the Federal Competition and Consumer Protection Commission (FCCPC) in Lagos.

Speaking on the promo, the Executive Vice President & Group Chief Marketing and Communications Officer, Interswitch Group, Ms Cherry Eromosele, said that the company remained keen on rewarding customers by addressing their various pain points.

Ms Eromosele remarked, “Through the Interswitch One Africa Music Fest, we continue to engage customers by satisfying their lifestyle needs beyond meeting their need for convenient, seamless and secure payments.

“The promo is ongoing, and we at Quickteller remain keen on addressing our customers’ pain points using various avenues, such as music and entertainment. We encourage Quickteller users to take advantage of this reward promo so that they can explore their passion and be witnesses to African talents and artistry outside the continent.”

To participate, existing and potential Quickteller users are encouraged to perform not less than three transactions throughout the promo period, where 20 Quickteller users will be selected to enjoy performances by top artists from across the African continent.

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Verve Urges Cardholders to Partake in Ongoing Promo



Verve Live the Good Life Campaign

By Adedapo Adesanya

Verve cardholders have been advised to join the ongoing customer loyalty reward promo, which started in August 2022 and will end on October 30, 2022.

The payments company introduced the campaign to reward cardholders with exciting gifts and cash prizes that will enhance customer satisfaction and loyalty.

Customers can enjoy their slice of the N70 million up for grabs in the promo. The more transactions carried out with Verve cards on POS, WEB, ATMs, and Paycodes, the closer they are to being amongst the 20 customers to cruise in the millionaire club.

Verve cardholders will be able to enjoy a 10 per cent weekly cashback on transactions. Also, 200 customers will win N20,000 each month.

The promo is open to Verve cardholders of First Bank, Zenith, Access, Ecobank, FCMB, Union, Fidelity, and UBA. And If customers do not have a Verve card yet or it has expired, they can ask their banks for a Verve card or reactivate the expired cards.

Verve continues to reward customers for their continued patronage, and the Transact and Enjoy Promo is set to benefit millions of cardholders with exciting winnings.

To qualify for the promo, Verve cardholders with active accounts can start transacting with existing Verve cards or renew their expired Verve cards. Also, non-Verve card holders can ask their banks for a Verve card to participate and increase their chances of winning great rewards.

For three consecutive years, the leading card brand, Verve, has continued to reward thousands of cardholders for their patronage in line with its mandate to provide a life of convenience for existing and prospective customers. This promo is one of several reward initiatives of Verve.

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Project Empower Business Accelerator Programme 2022 for Nigerian Entrepreneurs



business accelerator programme

The Micro Small and Medium Enterprises (MSMEs) across Nigeria are on a path to the global Entrepreneurship Stage as the internet has enabled them to make their products and services available to customers within Nigeria and across different continents. Project Empower is an opportunity many indigenous businesses in Nigeria can explore to create quality and become competitive by adding value globally.

Project Empower is an initiative of IHS Towers to support 500 entrepreneurs and businesses to build sustainable brands. The business accelerator programme for Nigerian-owned businesses is a 3-month online intensive training program to support top-notch, emerging and innovative businesses.

Project Empower Acceleration Programme Involves

Training: The accelerator programme is designed to help start-ups and MSMEs brand their products, build products and services that solve real-life problems and gain traction.

Mentorship:  The program allows us to meet with mentors who are resource persons with reasonable years of experience in supporting entrepreneurs to grow their businesses to scale.

Funding Support: At the end of the accelerator programme, participants would have business plans fully developed to access funding from various already existing financial institutions and donors of their choice.

Am I Eligible To Apply for the Startup Nigeria Program?

The 2022 Project Empower Accelerator Programme will target Nigerian startups and MSMEs

The following businesses are eligible to apply for Project Empower Accelerator Programme.

  • Agriculture
  • ICT
  • Fashion
  • Health
  • Food or Beverage Production
  • Media
  • Wholesale or Retail
  • Education
  • Hospitality
  • Interior Design & Real Estate

Program Timeline

  • Application Opens
  • Application deadline
  • Selection process begins
  • Selection process ends
  • Training commences
  • Training ends
  • Pitching competition for 3 top performing businesses

Application Process

All applications are online via


WhatsApp: 081 38965157

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