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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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NAFDAC Declares Bon Bread Safe for Consumption

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By Modupe Gbadeyanka

The National Agency for Food and Drug Administration and Control (NAFDAC) has declared that Bon Bread, which had created a controversy after a review by a consumer over a month ago, is safe to consume.

In a statement signed on Sunday by the Director General of NAFDAC, Mrs Mojisola Adeyeye, it was stated that investigations conducted on the safety of the product confirmed that it was not harmful.

A woman named Ms Love Dooshima had posted a video on social media last month claiming that one of the breads in her possession remained free from mould for some weeks, questioning this abnormally.

In her video, she did not mention the name of the bread, but Bon Bread claimed she liked comments mentioning its name in the post, triggering a lawsuit.

In the statement on Sunday night, NAFDAC said it conducted an inspection of the company’s bakery facility in Abuja and collected bread samples from both the production site and the open market for laboratory analysis.

It was revealed that the bread contained calcium propionate, an approved preservative commonly used in bread production, within the permissible limits specified by the Codex Alimentarius, the internationally recognised food standards framework.

According to the agency, the manufacturer of Bon Bread, Food & Food Integrated Company Limited, is in compliance with regulatory standards.

It was stated that although the complainant did not identify the brand, the manufacturer of Bon Bread responded publicly, stating that the product in question was theirs and that the allegation was misleading.

“Laboratory analysis further confirmed that the bread samples did not contain objectionable substances, including bromate or non-nutritive sweeteners.

“NAFDAC also confirmed that the company has maintained regulatory compliance since commencing operations in 2006 and has successfully undergone several licence renewals without penalties or product recalls,” parts of the statement read.

NAFDAC assured “the public that Food & Food Integrated Company Limited is not in violation of any NAFDAC regulation,” encouraging consumers “to report concerns relating to regulated products through any NAFDAC office nationwide or call the agency’s call centre to enable prompt and evidence-based investigation of complaints.”

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Tony Elumelu-Backed Redtech Ranks 32nd in FT Africa Fastest Growing Companies List

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Redtech

By Adedapo Adesanya

Redtech, a technology company backed by Heirs Holdings, has been named in the Financial Times (FT) Africa’s Fastest Growing Companies 2026 list.

The Tony Elumelu-backed startup ranked 32nd out of 130 high-growth companies and also secured a position among Africa’s top 15 fastest-growing fintech companies in its debut appearance on the annual FT/Statista ranking.

Produced by the FT in research partnership with Statista, the ranking identifies Africa’s fastest-growing companies based on compound annual growth rate (CAGR) in revenue between 2021 and 2024. Companies also had to meet additional criteria, including minimum revenue thresholds, independence and primarily organic growth. Redtech’s inclusion provides independent validation of its growth as an African payment infrastructure company.

The recognition comes as Redtech’s flagship platform, RedPay, continues to scale across physical and digital payment channels. Through RedPay, the company enables businesses to collect, process, confirm, reconcile, disburse, and manage funds through secure, scalable technology built for African commerce.

Last week, the company announced a rare fintech-bank-telco alliance with MTN’s mobile fintech unit and UBA, to expand cardless payment access for consumers and merchants across Nigeria.

Speaking on the development, Mr Elumelu, the Group Chairman of Heirs Holdings, said, “Africa’s next growth era will be powered by entrepreneurs, enterprises, and the infrastructure that enables them to succeed. Redtech’s recognition among Africa’s fastest-growing companies demonstrates what is possible when we invest in solutions built for Africa’s realities. Through RedPay, Redtech is helping merchants, fintechs, and financial institutions transact with greater speed, security, intelligence, and control. This is Africapitalism in action: building profitable, sustainable businesses that create prosperity across Africa.”

The numbers have also backed up Redtech’s growth. This is visible across four strategic areas, including a boost in transaction as the company processed $27 billion (N37.2 trillion) to date, more than three times the over $8.9 billion (N12 trillion) processed by the end of 2024; it has deployed 55,000 RedPay POS terminals within 16 months across merchant locations in Nigeria, supporting payment acceptance across sectors including hospitality, energy, banking, fintech, retail, utilities, and enterprise services; while its infrastructure supports payments in five UEMOA countries – Benin, Burkina Faso, Côte d’Ivoire, Mali, and Senegal.

Redtech operates with key regulatory approvals, including licences from the Central Bank of Nigeria as a Payment Terminal Service Provider (PTSP), Payment Solution Service Provider (PSSP), and Super Agent, enabling the company to provide POS, payment gateway, and agency banking services. The company also holds relevant Nigerian Communications Commission (NCC) authorisation for communications-enabled value-added services.

As part of its growth roadmap, Redtech is working to expand its payment infrastructure capabilities across African markets, with a long-term ambition to support merchant collections and financial technology services in 29 African countries within the next year.

Adding his input, Mr Emmanuel Ojo, CEO of Redtech, said: “Redtech’s inclusion in the Financial Times Africa’s Fastest-Growing Companies ranking recognises the infrastructure we are building and the African businesses that rely on it every day. At Redtech, growth is not only about transaction value or market reach; it is tied to a belief that when African businesses have payment systems they can trust, they are better placed to trade, serve customers and expand with confidence.

“That is the Heirs Holdings Africapitalism philosophy in practice – private-sector execution building the rails for African prosperity. Our focus is on strengthening the infrastructure that allows businesses across the continent to collect, pay, and grow.”

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FCCPC, NAFDAC to Tackle Unsafe Products, Unfair Market Practices

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nafdac FCCPC

By Adedapo Adesanya

The Federal Competition and Consumer Protection Commission (FCCPC) and the National Agency for Food and Drug Administration and Control (NAFDAC) have signed a Memorandum of Understanding (MoU) aimed at closing regulatory gaps and strengthening enforcement against unsafe products and unfair market practices.

The agreement, signed in Abuja on Wednesday, is expected to deepen collaboration between both agencies in areas such as product safety, consumer protection, and enforcement of standards.

The deal also introduced a structured system for information exchange between both regulators, aimed at eliminating delays that often hinder investigations and enforcement.

Speaking at the event held at the commission’s corporate headquarters, the Executive Vice Chairman of FCCPC, Mr Tunji Bello, said the pact marks a deliberate step towards coordinated regulation in Nigeria’s consumer market.

He said, “This event marks a deliberate step towards strengthening collaboration in the service of Nigerian consumers, particularly in areas where product safety and consumer protection overlap and require coordinated action.

“The mandates of the FCCPC and the National Agency for Food and Drug Administration and Control NAFDAC, are clearly set out in law, although their functions increasingly overlap in practice.”

Mr Bello explained that while both agencies have distinct legal mandates, their responsibilities increasingly intersect in practice, especially in dealing with substandard goods, unsafe pharmaceuticals, and misleading product claims.

According to him, “FCCPC focuses on protecting consumers from unfair, deceptive, or exploitative market behaviour. It also promotes competition, investigates complaints, and enforces remedies where consumer welfare has been undermined. NAFDAC’s responsibilities are more product-specific.

“It regulates the manufacture, importation, distribution, advertisement, and use of food, drugs, cosmetics, medical devices, chemicals, and packaged water. Its central concern is safety and quality, ensuring that regulated products meet required standards both before and after they enter the market.”

Mr Bello acknowledged that their regulatory functions increasingly overlap in practice, particularly in areas affecting both product safety and consumer rights.

He noted that issues such as misleading product claims, substandard goods, unsafe pharmaceuticals, and deceptive advertising often cut across the mandates of both agencies, requiring coordinated intervention.

He further explained that a harmful product in the market is not only a public health concern under NAFDAC’s jurisdiction, but also a consumer protection issue that falls within the enforcement scope of the FCCPC.

Similarly, cases involving false or misleading advertising of regulated products typically demand joint action from both institutions.

Against this backdrop, the agencies said the newly signed MoU provides a structured framework to address these overlaps, enabling more effective collaboration, clearer responsibilities, and improved regulatory outcomes.

The FCCPC boss stated, “In reality, the work of both agencies often converges. Issues such as misleading product claims, substandard goods, unsafe pharmaceuticals, and deceptive advertising raise questions that fall within both product safety and consumer protection. For instance, a harmful product that reaches the market is not only a public health concern under NAFDAC’s remit, but also a consumer protection issue for FCCPC.

“The same applies to false advertising of regulated products, which typically requires input from both bodies. Given this overlap, a formal Memorandum of Understanding provides a practical basis for cooperation. The MoU being executed today, therefore, establishes a clearer and more workable framework for collaboration between the two institutions.”

He added that the new framework would eliminate confusion for consumers and improve response time to complaints.

“Rather than leaving consumers to decide which agency to approach, complaints can now be received and reviewed in one place, and then directed through clearly defined channels. This will make the system more efficient and more responsive,” Mr Bello said.

The FCCPC boss also disclosed that the agreement provides for data sharing, joint investigations, and coordinated enforcement actions, as well as capacity building through training and technical collaboration.

He stressed that the ultimate goal is to build trust in the market.

“Effective regulation is not just about enforcement. It builds confidence. When consumers trust that products are safe and their rights are protected, markets function more efficiently,” he added.

In a stern warning to violators, Mr Bello said the collaboration would strengthen oversight and deter non-compliance.

“This will send shivers down the spine of those who are mischievous in our society, those who try to circumvent the rules. The message is clear: enforcement will be stronger and more coordinated,” he said.

On her part, the Director-General of NAFDAC, Mrs Mojisola Adeyeye, described the agreement as critical to protecting Nigerians from harmful products and ensuring that consumer rights are upheld.

She said the partnership goes beyond documentation and must translate into action.

“This MoU is extremely important for the nation. But beyond the document, what matters is action. We do not need theory when it comes to consumer protection; we need results,” she said.

Mrs Adeyeye recounted instances where FCCPC responded swiftly to complaints she personally raised as a consumer, leading to immediate corrective actions by erring businesses.

“The two times that I complained, he responded almost immediately, and the enterprise made amends. That is the way it is supposed to be. That is the kind of leadership we need,” she said.

She emphasised that while NAFDAC ensures product safety and quality, FCCPC plays a critical role in protecting the rights of consumers who use those products.

“NAFDAC is about the safety and efficacy of products, but it is people who use those products. That is where FCCPC comes in. Consumers have the right to complain, and we must ensure those complaints lead to action,” she added.

The NAFDAC boss further noted that the collaboration would strengthen enforcement tools, including sanctions against violators, while enhancing public awareness through coordinated communication.

She said, “NAFDAC has the mandate to act against violators, FCCPC will fight for the consumer, and together we will ensure that Nigerians are protected. For the people who are watching us. Because this will be televised, just know that you are on our minds.

“In terms of product quality, safety and efficacy. In terms of your rights as a consumer to complain. We are watching your back.”

The MoU is expected to streamline complaint handling, improve regulatory coordination, and ensure faster resolution of consumer issues, while also creating a more predictable compliance environment for businesses.

The move comes at a time when Nigeria is battling the proliferation of substandard products, fake drugs, and deceptive advertising, all of which have continued to undermine consumer confidence and public health.

With both agencies now working under a unified framework, stakeholders say the success of the agreement will depend on sustained implementation and consistent enforcement.

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