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The Role of Evangelism and Education in Fostering Healthy PR Measurement Culture

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Philip Odiakose Pitching Media Monitoring

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.

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Subscribers to Enjoy Free Upgrades on Select DStv, GOtv Packages

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DStv and GOtv

By Modupe Gbadeyanka

MultiChoice Nigeria has commenced a one-month campaign tagged Open Time, offering new and existing subscribers free package upgrades.

A statement from the company disclosed that the promotion runs from June 1 to 30, 2026, and gives eligible DStv and GOtv customers access to higher subscription packages at no additional cost in the month of June.

However, these upgrades are on select DStv or GOtv packages. Subscribers will automatically be upgraded to a higher package at the price of their current subscription for the duration of the offer.

MultiChoice said the upgrade is intended to give subscribers a broader viewing experience for the month, spanning drama, sport, action and children’s programming available on the higher-tier packages.

Customers who pay for DStv Compact Plus or DStv Compact bouquets will be upgraded to DStv Premium, while DStv Confam customers will be upgraded to DStv Compact. DStv Yanga customers will receive access to DStv Confam.

Similarly, GOtv Supa and GOtv Max subscribers will receive access to the GOtv Supa Plus package, while GOtv Jolli subscribers will be upgraded to GOtv Max.

The upgrades will remain active for as long as the customer’s account is fully paid during the campaign period. At the end of the promotion on June 30, subscriptions will revert to their original packages.

Subscribers can renew or activate their accounts via the DStv and GOtv websites, the MyDStv and MyGOtv apps, USSD, banking channels or at payment points nationwide.

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Fringe Wigs Now Available at Twinkles Beauty

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Twinkles Beauty

Twinkles Beauty has added fringe wigs to its catalogue, bringing one of the most directional styles in contemporary hair fashion to its growing international customer base. The launch positions the brand to meet demand for a look that has moved steadily from editorial runways into everyday wardrobes, earning a permanent place among the styles modern women return to consistently.

The fringe wig delivers something that most other wig styles do not: an instant change to the entire aura of the face. A well-constructed fringe alters the visual proportion of the forehead, draws attention to the eyes, and produces a finish that reads as intentional and precise. Unlike the bone straight wig, which leads with length and sleekness, or the body wave unit, which leads with movement and texture, the fringe wig leads with structure at the very front of the style. It is a design decision that changes everything about how a look is perceived, and it is why the fringe has maintained its relevance across decades of changing fashion without ever feeling dated.

Twinkles Beauty was founded with a clear commercial mandate: make premium human hair accessible to women who have historically been underserved by international pricing structures and inconsistent quality standards. The brand has built its operational foundation across Nigeria & Ghana before extending its delivery network to customers in the United States, Canada, the United Kingdom, and multiple additional international markets.

Every product in the Twinkles Beauty catalogue, from its frontal wigs to its precision-cut bob units and glueless options designed for everyday wear, is held to the same sourcing and construction standard regardless of the length or style category it falls under.

The fringe wig collection enters that catalogue with the same expectation. Units are constructed from premium human hair, with lace options that blend against a range of skin tones and cap architecture built for secure, comfortable wear. The collection covers multiple length options, meaning a customer who prefers the clean, above-the-shoulder finish of a shorter fringe unit and one who wants the same style at a longer, more dramatic length are both accommodated within the same launch. The fringe detail is consistent across lengths, delivering the defining characteristic of the style at every size available.

The addition reflects a pattern that has defined how Twinkles Beauty has grown its catalogue over time. New collections are introduced in direct response to what the brand’s customer base is purchasing and requesting, not simply in response to broad market trends. This intentional design means the store covers the full range of what a woman shopping for premium human hair actually wants. The collection spans from the ultra-sleek finishes that bone straight and HD lace units provide, to the textured, high-volume options that deep wave and curly units deliver, and now to the sharp, face-framing precision that the fringe collection brings.

Fringe Wigs

Shopping on Twinkles Beauty

The full fringe wig collection is available now at Twinkles Beauty. Placing an order is a straightforward process:

  1. Visit twinklesbeauty.co and click the Shop tab in the navigation menu.
  2. Browse the Wigs category and select Fringe Wigs from the available options.
  3. Choose your preferred unit and review the product specifications, including length, density, lace type, and colour.
  4. Add your selected unit to the cart and proceed to checkout.
  5. Complete payment using any of the secure payment methods displayed at the checkout stage. Pricing is finalised on the product page and does not change at checkout.
  6. Receive your order confirmation and use the Track Order feature on the website to monitor your delivery.

Customers with questions before or after purchase can reach the Twinkles Beauty support team directly through the Contact Us page. The brand also maintains an active presence on Instagram, TikTok, and Facebook for customers who want to see products styled before making a selection.

International customers in the US, Canada, and the UK move through the same checkout process and receive the same delivery standards as customers ordering from within West Africa. Transparent pricing, reliable logistics, and consistent product quality apply across every market Twinkles Beauty serves.

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MultiChoice Nigeria Strengthens Dealer Partnerships at Engagement Forum

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MultiChoice Dealer Partnerships

MultiChoice Nigeria, a CANAL+ company, has reaffirmed its commitment to strengthening collaboration with its dealer network at the MultiChoice Dealer Enterprise 2.0 forum held on Monday in Lagos.

The forum brought together the company’s mega dealers across Nigeria to discuss evolving market realities, customer expectations and new initiatives designed to support long-term business growth.

In her opening remarks, the Chief Executive Officer of MultiChoice Nigeria, Kemi Omotosho, described dealers as critical partners in the company’s growth journey and customer experience delivery.

“Our dealers remain the bridge between our business and millions of customers across the country. As the market evolves, it is important that our partnership model also evolves to ensure sustainable growth and shared value across the ecosystem,” she said.

The company unveiled enhancements to its dealer engagement across its DStv and GOtv businesses, reinforcing its commitment to supporting dealer profitability, operational growth and long-term sustainability.

Speaking on the initiatives, Chimaobi Eluigwe, Vice President, Sales, MultiChoice Nigeria, said the move reflects MultiChoice Nigeria’s intention to build a stronger and more rewarding partnership while positioning the dealer network for future growth.

“We are intentional about creating opportunities that allow our dealers to grow sustainably with the business. This is about strengthening partnerships, improving value creation and ensuring our dealers remain well-positioned for the future,” he said.

Dealers at the forum welcomed the initiatives, describing them as a positive step toward strengthening collaboration and improving business confidence.

According to Cordelia Ikeanyi, Managing Director at Eastland General Resources, the renewed engagement and enhanced benefits structure demonstrate MultiChoice Nigeria’s commitment to recognising the value dealers bring to the business.

“This is a step in the right direction for dealers. The improved communication and engagement from MultiChoice have made partners feel more valued and included, and the new initiatives will support business expansion and help us explore untapped opportunities,” she said.

Also speaking at the forum, Ifeanyi Onyibo, CEO of Radac Communications Limited, noted that dealers have experienced more engagement and clearer communication in recent months, describing the renewed approach as a positive development for the dealer ecosystem.

“There has been a noticeable improvement in communication and engagement, and initiatives like this give partners greater confidence in the direction of the business,” he said.

The forum also featured a feedback session where dealers shared market insights, customer trends, and recommendations aimed at improving service delivery and strengthening customer experience across the country.

Awards were presented to top-performing dealers in recognition of their sales performance, customer service excellence and commitment to growing the MultiChoice business nationwide.

With the Dealer Enterprise 2.0, MultiChoice Nigeria reaffirmed its commitment to working closely with dealers to strengthen partnerships, improve collaboration and drive shared growth across the country.

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