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The Role of Evangelism and Education in Fostering Healthy PR Measurement Culture
By Philip Odiakose
As the pioneer of public relations measurement in Nigeria, with over 15 years of professional experience, I have had the privilege of witnessing the evolution of PR measurement from a mere afterthought to an indispensable component of strategic communication. In this article, I delve deep into the pivotal role of evangelism and education in nurturing a healthy PR measurement culture within organizations.
The Evolution of PR Measurement
Gone are the days when PR success was solely measured by the number of press clippings or the reach of a media mention. Today, in the age of digitalization and data abundance, PR professionals have access to an array of sophisticated tools and metrics that enable them to quantify the impact of their efforts accurately. However, harnessing the full potential of PR measurement requires more than just technological prowess—it demands a cultural shift within organizations.
Evangelism: Championing the Cause of PR Measurement
At the heart of any successful PR measurement culture lies evangelism—the fervent advocacy for the adoption and integration of measurement practices into the fabric of an organization. As a Chief Media Analyst, I have learned that evangelism begins with instilling a deep-seated belief in the transformative power of data-driven decision-making.
Building Awareness and Understanding
One of the primary challenges in fostering a culture of PR measurement is dispelling the notion that PR is an intangible art form immune to quantification. Evangelism involves educating stakeholders at all levels about the tangible benefits of measurement, from informing strategic planning to demonstrating return on objectives (ROO) and investment (ROI), when applicable. By building awareness and understanding, evangelists lay the foundation for a receptive environment where PR measurement is valued and embraced.
Cultivating Advocates Across Departments
Evangelism extends beyond mere rhetoric—it entails cultivating advocates for PR measurement across marketing and communications departments and hierarchies. These advocates serve as catalysts for change, championing measurement initiatives within their respective teams and spearheading collaborative efforts to integrate measurement into everyday PR practices. By fostering a grassroots movement, evangelists ensure that the commitment to measurement is not imposed top-down but cultivated organically from within.
Aligning Objectives with Organizational Goals
A crucial aspect of evangelism is aligning individual and departmental objectives with overarching organizational goals. PR professionals must understand how their efforts contribute to broader business outcomes, whether it is enhancing brand reputation, driving lead generation, or supporting crisis management efforts. By emphasizing the direct correlation between PR activities and organizational success, evangelists inspire alignment and commitment towards measurement objectives.
Education: Empowering PR Professionals for Excellence
While evangelism ignites the spark of change, education fuels the flames of progress. As a Chief Media Analyst, I have recognized that education is paramount in equipping PR professionals with the knowledge and skills necessary to execute effective measurement strategies.
Continuous Learning and Professional Development
In a rapidly evolving landscape, stagnant skills are a recipe for obsolescence. Continuous learning initiatives, including workshops, seminars, and online courses, play a pivotal role in keeping PR professionals abreast of emerging trends, methodologies, and technologies in PR measurement. By investing in professional development, organizations empower their teams to adapt to changing demands and leverage cutting-edge measurement practices effectively. One key learning hub for PR professionals is https://www.mateplus.com.ng/ the platform also delivers reliable PR measurement and evaluation resources, educational content, and learning solutions specially designed for the Nigerian communications and public relations industry to prove value, ROO (return on objective), and make better communication and PR decisions.
Mastery of Measurement Tools and Techniques
Effective PR measurement requires proficiency in a diverse array of tools and techniques, from media monitoring platforms to sentiment analysis algorithms. Education initiatives should prioritize hands-on training and skill development, enabling PR professionals to navigate these tools with confidence and extract meaningful insights from complex media data sets. By mastering measurement tools and techniques, PR professionals enhance the accuracy and reliability of their analyses, ultimately driving informed decision-making and actionable insights.
Cultivating a Data-Driven Mindset
Education transcends technical proficiency—it cultivates a fundamental mindset shift towards data-driven decision-making. PR professionals must learn to embrace data as a strategic asset, leveraging insights to optimize campaigns, mitigate risks, and capitalize on emerging opportunities. By instilling a culture of curiosity, experimentation, and evidence-based decision-making, education empowers PR professionals to unlock the full potential of PR measurement and drive measurable impact across the organization.
The Symbiotic Relationship: Evangelism and Education
In the quest to cultivate a healthy PR measurement culture, evangelism and education are not disparate endeavours but symbiotic forces working in tandem towards a common goal. Evangelism ignites the passion for change, fostering a shared belief in the value of PR measurement, while education equips PR professionals with the knowledge and skills necessary to realize that vision.
Amplifying Impact Through Collaboration
When evangelism and education converge, the impact is amplified exponentially. By fostering a collaborative ecosystem where PR measurement consultants and PR professionals work hand-in-hand, organizations can accelerate the adoption of PR measurement practices and maximize their impact on business outcomes. Whether through cross-functional workshops, knowledge-sharing sessions, or collaborative projects, synergistic efforts enable organizations to harness the full potential of PR measurement and drive sustainable growth.
Nurturing a Culture of Excellence
Ultimately, the goal of evangelism and education is to nurture a culture of excellence—a culture where PR measurement isn’t just a task but a mindset ingrained in the DNA of the organization. By fostering a shared commitment to measurement excellence, organizations empower their teams to transcend mediocrity and achieve greatness, driving continuous innovation, improvement, and value creation.
Conclusion: Embracing the Future of PR Measurement
As the PR landscape continues to evolve, organizations must adapt to the changing realities of the digital age. The era of guesswork and intuition is giving way to a new paradigm of data-driven decision-making, where insights reign supreme and outcomes are quantifiable. In this landscape, the importance of evangelism and education for nurturing a healthy PR measurement culture cannot be overstated. By championing the cause of PR measurement and equipping PR professionals with the knowledge and skills necessary to excel, organizations can navigate the complexities of the modern PR landscape with confidence, agility, and foresight. As a pioneer of PR measurement in Nigeria, I remain steadfast in my commitment to advancing the principles of evangelism and education, driving transformational change, and shaping the future of PR measurement for generations to come.
Philip Odiakose is the Chief Media Analyst and Managing Consultant at P+ Measurement Services and TMKG Consulting, members of the Media Monitoring and Audit Group (MMAG). Both agencies are members of AMEC and PAMRO.
By Modupe Gbadeyanka
A new Public Relations (PR) agency, FreshSight Communications, has promised to offer tailored services to its clients, as it joins the highly competitive industry.
According to the co-founder of the company, Mr Justice Mmadubugwu, FreshSight Communications will provide top-notch PR services tailored to meet the unique needs of businesses, organisations, and individuals seeking to amplify their brand presence and reputation.
He also expressed confidence in working with media partners to share compelling stories, promote innovative ideas, and spark important discussions that affect society.
“We are excited to introduce FreshSight Communications to the Nigerian market.
“Our goal is to become the leading PR agency for businesses seeking to establish strong relationships with their target audiences and stakeholders,” Mr Mmadubugwu stated.
FreshSight Communications said its services include media relations and crisis communications; brand management and reputation enhancement; digital PR and social media management; event management and planning; content creation and copywriting; and artist/influencers management.
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
- 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.
- 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.
- 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.
- 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.
- 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
- 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.
- 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.
- 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.
- 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.
- 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 Initiative, NIPR and AMCRON
By Dipo Olowookere
The world’s largest mobile virtual network operator (MVNO), Lyca Group, has taken a bold move to reorganise its certain business units and operations.
A statement from the firm explained that the action is to position it for sustainable growth in a competitive and challenging global market through digital capabilities.
This will result in faster delivery of innovative products and services, reduce overlaps, automate processes, and achieve substantial cost savings, which will be reinvested in market expansion and customer-focused initiatives.
It was stated that the proposed transformation forms part of Lyca’s long-term strategy to expand its global business services and support operations into its established service centres as well as new service hubs to be located in territories that have strategic importance while transforming country-specific operations into leaner, sales-focused organisations.
The company continues to focus on the growth of its mobile virtual network operations base and investing in new Mobile Network Operator (MNO) opportunities and markets in Africa, where it currently operates the Lyca MNO in Uganda—and elsewhere.
The organisation plans to announce expansion to new countries as soon as Q1 2025, including the launch of new digital brands in Spain and the USA.
Lyca expressed confidence that this transformation would deliver significant operational efficiencies, boost speed to market, improve customer experience, and ensure it continues to provide exceptional value to its customers worldwide.
“Lyca’s strategic reorganisation is a bold step forward, ensuring we remain a leader in delivering affordable, high-quality telecom solutions to our customers globally.
“This paradigm change not only enhances our efficiency but also strengthens our ability to adapt to a rapidly changing industry, ultimately benefiting our customers, partners, and employees globally,” the Deputy Chairman of Lyca Group, Premananthan Sivasamy, stated.
Lyca says it remains committed to supporting its employees during this transformation, noting that a smaller and more specialised team will remain in London to manage certain limited advisory, compliance, and financial functions that require a UK presence.
It disclosed that other roles will be handled either from our existing service centres or at hubs to be established in order to leverage cost efficiencies and expertise, enabling the business to reinvest resources in innovation and strengthen our business.
Already, it is engaging in a thorough consultation process with employees and will work closely with partners to ensure a smooth transition with minimal disruption to the high standards of service and collaboration they have come to expect from Lyca.
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