Brands/Products
Why Automated Dashboard is Falling Short in PR Measurement

By Philip Odiakose
Public relations is an integral part of any organization’s communication strategy. It involves creating and maintaining a positive image of the brand in the minds of the target audience. PR professionals use various tactics, such as media relations, influencer marketing, and content creation, to achieve their goals.
However, measuring and evaluating the effectiveness of these tactics is crucial to understanding the return on objective (ROO) and making data-driven decisions.
In recent years, many PR professionals have turned to automated dashboards to measure and analyze their PR metrics. While these dashboards offer a level of convenience, they are falling short in PR measurement. In this article, I will explore why automated dashboards are not the silver bullet for PR measurement.
- Lack of Customization
One of the major drawbacks of automated dashboards is the lack of customization. These dashboards are designed to be a one-size-fits-all solution, which means that they may not capture all the metrics that are relevant to a particular PR campaign or engagement.
For instance, if a company is running a campaign to increase its media presence, the automated dashboard may not track all the relevant metrics, making it difficult to gauge the campaign’s success accurately. Automated dashboards may also not take into account the specific goals and objectives of the PR campaign, resulting in incomplete data and inaccurate results.
- Inability to Measure the Quality of Coverage
Automated dashboards are designed to measure the quantity of media coverage, such as the number of mentions, shares, or likes. However, they are unable to measure the quality of the coverage. Quality metrics, such as tone, message penetration, and audience reach, are essential for PR professionals to determine the effectiveness of their campaigns.
Automated dashboards may miss crucial quality metrics that could impact the PR campaign’s success. For example, a high number of media mentions may seem positive, but if the tone of the coverage is negative, it could harm the brand’s image and reputation.
- Lack of Human Analysis
Automated dashboards rely on algorithms to analyze data, which may not always produce accurate results. There are certain nuances and context-specific factors that can only be identified by human analysis. For example, a spike in media coverage for a particular brand could be due to negative news coverage, which an automated dashboard may not be able to differentiate from positive coverage.
Human analysis is necessary to understand the context and nuances of PR measurement accurately. Automated dashboards may also miss out on important trends and patterns that require a human touch to identify and analyze.
- Inability to Integrate with Other Data Sources
PR measurement is not just about measuring media coverage. It requires integration with other data sources, such as web analytics, sales data, and customer feedback. Automated dashboards may not be able to integrate with all these sources, making it difficult for PR professionals to get a holistic view of the campaign’s effectiveness.
For instance, if a PR campaign is designed to increase sales, the automated dashboard may not be able to connect the media coverage to the actual sales figures, leading to incomplete data and inaccurate results.
- Lack of Actionable Insights
Automated dashboards provide a lot of data, but they may not provide actionable insights. PR professionals need insights to make data-driven decisions and improve their campaigns. Automated dashboards may not provide insights that are specific to the campaign’s objectives, making it difficult to improve and optimize the campaign.
PR professionals need insights that can help them identify what is working and what is not and make adjustments accordingly. Automated dashboards may not be able to provide such insights, resulting in incomplete data and inaccurate results.
In conclusion, automated dashboards may offer a level of convenience in PR measurement, but they are falling short of providing accurate, comprehensive, and actionable insights.
PR professionals should opt for Media Intelligence Consultants that provide human analysis and measure both the quantity and quality of media coverage. Such solutions can help PR professionals make data-driven decisions and improve their campaigns’ effectiveness.
Philip Odiakose is the Chief Insights Consultant at P+ Measurement Services, a Media Intelligence Consultancy in Lagos state, Nigeria.
Brands/Products
Coca-Cola Sells CHI Limited Makers of Chivita, Hollandia to UAC Nigeria

By Adedapo Adesanya
Coca-Cola Company has reached a deal to sell the makers of the popular brands, Chivita and Hollandia, CHI Limited, to UAC of Nigeria Plc for an undisclosed fee six years after taking control of the company.
The deal at the time was done to expand its offering in Nigeria, eyeing its portfolio across value-added dairy products, juices, nectars, still drinks, and snacks.
Now, UAC Nigeria will be looking to take over the plans to see the brand grow further, banking on its 5,000-person strong workforce with nine manufacturing facilities and several logistics and distribution hubs across Nigeria.
According to a statement on Wednesday, the transaction will be completed after a regulatory approval.
The company said the move further supports Coca-Cola’s plans to operate a flexible and asset-light model and focus on brands that have the greatest potential to scale.
This could indicate low scale potential for the Hollandia brand, which is the market leader in evaporated milk and drinking yoghurt, while the Chivita brand is the market leader in fruit juice.
This comes after the Coca-Cola recently announced it will invest $1 billion in Nigeria over five years and remains committed to these investments, provided a predictable and enabling environment is in place.
This investment underscores the importance of Africa as a long-term growth opportunity for the Coca-Cola system, the statement added.
Speaking on the development, Mr Fola Aiyesimoju, Group Managing Director of UAC, said: “As a company with a strong presence in Africa, we are deeply committed to the continent’s growth. We are pleased to announce the acquisition of Chivita|Hollandia (CHI Limited), a leading dairy and juice business in the region.
“This acquisition presents significant potential to build on Chivita|Hollandia’s (CHI Limited’s) legacy of excellence and innovation. I would like to thank the management and staff of Chivita|Hollandia (CHI Limited) and look forward to working with the team to support the next phase of growth.”
For Mr Eelco Weber, Managing Director of Chivita|Hollandia (CHI Limited), the business has made significant progress over the past few years, with the Chivita and Hollandia brands becoming clear leaders in their categories.
“I would like to thank our over 5,000 employees for their hard work and dedication in bringing our business forward and earning us recognition as a Gold-rated Great Place to Work,” Mr Weber said.
“We see a bright future for Chivita and Hollandia,” he said, adding that, “With the strength of our team, coupled with the dedication of UAC, there will be exciting opportunities for further growth.”
The statement also noted that Citi served as the exclusive financial advisor to the Coca-Cola Company, with McDermott Will & Emery acting as legal advisor. Fasken Martineau LLP and Templars Law served as legal advisors to UAC.
Brands/Products
Temu Joins International Trademark Association for Global IP Protection

Temu, the global online marketplace, has joined the International Trademark Association (INTA) as a corporate member and serves on its Anti-Counterfeiting Committee.
INTA is a global association that brings together more than 6,700 organizations, representing over 37,000 trademark professionals and brand owners across 181 countries. By joining INTA, Temu deepens its commitment to building a trusted online marketplace and advancing global IP protection through broader, cross-industry collaboration.
“INTA welcomes TEMU’s willingness to engage in anticounterfeiting initiatives, including in the Association’s annual Anticounterfeiting Workshop and Online Takedown Certificate Program which serve to share best practices and connect stakeholders,” said Alastair Gray, Director of Anti-Counterfeiting, INTA. “Constructive collaboration with these efforts can contribute to the protection of intellectual property rights for INTA members and support the removal of counterfeit products from the platform which ultimately protects consumers.”
At the 2025 INTA Annual Meeting held in San Diego in May, Temu participated in the Anti-Counterfeiting Committee Roundtable, serving as a moderator to facilitate discussions among brand owners, online platforms, and government officials on emerging technologies, best practices for collaboration, and strategies to strengthen global anti-counterfeiting efforts.
“Joining INTA and serving on its Anti-Counterfeiting Committee reflects Temu’s ongoing commitment to ensuring a trustworthy online shopping experience,” said a Temu spokesperson. “We value collaboration with industry peers and stakeholders and are dedicated to advancing collective efforts in intellectual property protection.”
Temu also participates in INTA-led online workshops, including the Online Platform Notice and Takedown Certification Program, which outlines the latest procedures and best practices used by e-commerce platforms and social media companies. These workshops aim to enhance the quality and accuracy of rights-holder notices, promoting more effective takedown processes and content moderation.
Since launching in 2022, Temu has made significant investments in IP enforcement. Its measures include comprehensive seller vetting and compliance training, 24/7 algorithmic monitoring with manual review, a dedicated IP protection portal and brand registry to streamline takedown submissions, and an internal enforcement team that handles claims with speed and accuracy.
Brands/Products
Olam Agri to Continue to Drive Growth in Local Food Production

By Modupe Gbadeyanka
The Country Head for Olam Agri in Nigeria, Mr Anil Nair, has expressed the commitment of the company in growing its local food production through the implementation of the organisation’s 10-year plan.
Olam Agri developed a 10-year roadmap for drought-resistant seed development to scale local wheat production to ensure food security in the country.
Speaking last Thursday at an event to celebrate the 15th anniversary of the acquisition of Crown Flour Mills, Mr Nair said, “At Olam Agri, we focus on unlocking value for customers, enabling farming communities to prosper sustainably and strive for a food-secure future.
“With an extensive distribution network for staples and packaged foods across Nigeria, we continue to drive growth in local food production. Our strong performance over the last 15 years is a testament to our commitment to manufacturing excellence and national food security.”
In 2010, Olam Agri, a global leader in food, feed, and fibre, took over the control of Crown Flour Mills, established in 1981.
From two manufacturing plants 15 years ago, Olam Agri’s wheat milling and pasta business now operates nine plants across the country, producing flour, semolina and pasta, backed by strong freight capabilities and global sourcing expertise.
The company has established itself as a leader in supporting the development of the food and agricultural sector. It has installed the first state-of-the-art premix facility in Nigeria, established extensive backwards integration that has empowered approximately 500 farmers, and partnered with the Federal Ministry of Agriculture, the International Centre for Agricultural Research in the Dry Areas (ICARDA), the Lake Chad Research Institute (LCRI) and top global crop researchers to promotelocal wheat production.
Also speaking at the ceremony, the Managing Director and Business Head of Olam Agri’s wheat milling and pasta business, Nitin Mehta, said, “Our strong profile of achievements in less than two decades of acquisition underlines our dedication to supporting the government’s New Hope Agenda for food security.
“The business growth under Olam Agri proves what’s possible with the right vision and investment. We’re building more than a milling operation; we’re building a platform for inclusive development that uplifts employees, empowers partners, and delivers value to families across Nigeria. We remain committed to advancing innovation, nutrition, and access to affordable food.”
A member of staff of Crown Flour Mills, Mr Femi Koya, said, “This business gave me an invaluable career start. They provide me with a platform to contribute to raising the national food security level, contributing meaningfully to the economy and feeding my family while growing my career at the same time.”
Also, a retail channel member and distribution merchant, Femi Areo, noted that, “I have had the utmost joy in partnering with Olam Agri to distribute its products for these 15 years. It provides me with the right support by producing the best quality products, providing on-time delivery and retail channel value-added services that ensure I can deliver robust sales in our local marketplace. I am grateful for the business. The partnership has improved my income and livelihood.”
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