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Why Measurement and Evaluation is Necessary for Growth of PR Industry: A Nigerian Perspective
By Philip Odiakose
As a PR measurement specialist and thought leader in PR measurement and evaluation in Nigeria, I have had the privilege of witnessing the transformative impact that rigorous measurement and evaluation practices can have on the public relations industry. In Nigeria, where the PR industry faces unique challenges and opportunities, embracing robust measurement and evaluation frameworks is essential for demonstrating value, enhancing the credibility of the profession, and driving sustainable growth. In this article, I will explore why measurement and evaluation are necessary for the growth of the PR industry in Nigeria, supported by relevant case studies from within the country.
Measurement and evaluation are crucial for showcasing the tangible value and return on objectives (ROO) of PR activities. Many clients and stakeholders in Nigeria often view PR as an intangible service with unclear benefits. Effective measurement and evaluation frameworks allow PR professionals to link their efforts directly to organizational goals, such as increased brand awareness, improved reputation, and heightened customer engagement. This substantiation of contributions is vital for securing greater investment and trust from clients and stakeholders.
Take, for instance, the case of a leading Nigerian telecommunications company that launched a nationwide campaign to promote its new data plans. Through meticulous measurement and evaluation done by the team at P+ Measurement Services, the PR team of the brand was able to demonstrate a 25% increase in customer inquiries and a 15% rise in subscriptions within three months. These results, backed by data, convinced the company’s leadership of the campaign’s success and justified further investment in PR initiatives. This example highlights the importance of measurement and evaluation in providing concrete evidence of PR’s impact on business outcomes.
Enhancing credibility and accountability is another significant benefit of measurement and evaluation. In Nigeria’s competitive market, credibility is paramount. Rigorous measurement and evaluation practices provide transparent and verifiable evidence of PR outcomes. This accountability not only builds trust with clients and stakeholders but also positions PR as a strategic function within organizations. When PR professionals can demonstrate the direct impact of their work on business outcomes, they earn a seat at the decision-making table and can influence organizational strategy more effectively.
Consider the example of a Nigerian non-profit organization focused on environmental conservation. The organization ran a campaign to raise awareness about plastic pollution. By employing comprehensive measurement and evaluation, the brand PR team, with the support of the P+ Measurement team, tracked media coverage, social media engagement, and public sentiment. The results showed a significant shift in public awareness and a notable increase in community participation in cleanup activities. These insights were instrumental in securing additional funding and partnerships for future campaigns. This case study underscores the role of measurement and evaluation in enhancing credibility and accountability within the PR industry.
Measurement and evaluation also play a pivotal role in driving strategic decision-making. Data-driven insights enable PR professionals to make informed decisions about their campaigns and initiatives. By analyzing the effectiveness of PR efforts, identifying strengths and weaknesses, and understanding audience behaviour, PR practitioners can optimize their strategies, tailor their messaging, and allocate resources more effectively. This iterative process of continuous improvement is essential for achieving sustained success in the dynamic PR landscape.
For example, a Nigerian fintech startup launched a PR campaign to introduce a new mobile payment app. My team (P+ Measurement Services) was engaged to provide PR monitoring, measurement, and evaluation. The brand’s PR team discovered that, while media coverage was extensive, customer engagement was lower than expected. By analyzing feedback and identifying gaps in their messaging, the team refined their approach, resulting in a significant uptick in app downloads and user engagement in the subsequent phase of the campaign. This example illustrates how measurement and evaluation can drive strategic decision-making and enhance the effectiveness of PR efforts.
The digital revolution has transformed the PR industry, introducing new channels, tools, and metrics for engagement. Measurement and evaluation are essential for navigating this complex digital landscape. Digital analytics, social media monitoring, and sentiment analysis provide near-real-time insights into audience interactions and measure the reach and impact of digital campaigns. By leveraging these tools with the support of human analysts, PR professionals in Nigeria can adapt their strategies to stay ahead of emerging trends and ensure that their efforts resonate with their target audiences.
For the Nigerian PR industry to fully realize the benefits of measurement and evaluation, it is important to adopt robust frameworks and best practices. Clear, measurable objectives and key performance indicators (KPIs) form the foundation of any effective measurement and evaluation framework. Objectives should align with organizational goals and be specific, measurable, achievable, relevant, and time-bound. KPIs should capture both quantitative and qualitative aspects of PR activities, encompassing metrics such as media coverage, sentiment, engagement, and impact on business outcomes.
A comprehensive measurement approach combines both quantitative and qualitative methods. Quantitative methods, such as media monitoring and web analytics, provide numerical data on reach, frequency, and engagement. Qualitative methods, such as surveys, focus groups, and content analysis, offer deeper insights into audience perceptions, message resonance, and brand reputation. By integrating both types of data, PR professionals can obtain a holistic view of PR effectiveness and make more informed strategic decisions.
Ethical considerations are paramount in measurement and evaluation. PR professionals must adhere to ethical standards and best practices, ensuring transparency, accuracy, and integrity in data collection, analysis, and reporting.
This commitment to ethical measurement practices builds trust with clients and stakeholders and upholds the reputation of the PR profession.
One notable example in Nigeria is the case of a major public health campaign aimed at increasing vaccination rates. The campaign faced scepticism from certain segments of the population, driven by misinformation and distrust. Through comprehensive media monitoring, measurement, and evaluation, the PR team was able to track changes in public sentiment, identify key influencers spreading misinformation, and adjust their communication strategies accordingly. By maintaining transparency and ethical standards in their measurement practices, the campaign ultimately succeeded in increasing vaccination rates and building public trust.
For measurement and evaluation to be truly effective, they must be ingrained in the organizational culture. PR agencies and in-house teams should prioritize measurement and evaluation as an integral part of their PR strategies. This involves continuous learning, training, and capacity building to enhance measurement capabilities and keep pace with evolving industry standards.
In conclusion, measurement and evaluation are indispensable for the growth and success of the PR industry in Nigeria. By demonstrating value, enhancing credibility, driving strategic decision-making, and navigating the digital landscape, measurement and evaluation empower PR professionals to elevate their practice and deliver impactful results. As a thought leader in PR measurement and evaluation, I urge the Nigerian PR industry to embrace robust measurement frameworks and ethical standards, fostering a culture of accountability and excellence. By doing so, we can unlock the full potential of PR, drive meaningful change, and contribute to the sustainable growth of our industry.
The examples provided illustrate how measurement and evaluation can be applied in various contexts within the Nigerian PR industry. They highlight the importance of linking PR activities to organizational goals, enhancing credibility, and driving strategic decision-making. Moreover, they demonstrate the necessity of navigating the digital landscape with the help of advanced tools and technologies.
Ultimately, the adoption of robust measurement and evaluation practices will enable PR professionals in Nigeria to prove their value, secure greater investment, and influence organizational strategy more effectively. This, in turn, will drive the growth and success of the PR industry in Nigeria, positioning it as a vital and strategic function within organizations.
Philip Odiakose is a leader and advocate of PR measurement and evaluation in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC
By Modupe Gbadeyanka
As part of its strategies to aggressively scale its logistics capabilities across key African markets, especially in Nigeria, the fast-growing global e-commerce powerhouse, Temu, has entered into a delivery partnership with Lagos-based logistics startup, Dellyman.
Through this collaboration, Temu customers in Nigeria will experience faster, more predictable, and more transparent deliveries, a critical factor in sustaining the platform’s customer satisfaction as order volumes continue to rise.
Dellyman’s technology-driven approach, spanning rider management, route optimisation, and customer visibility, played a central role in Temu’s selection process.
In the pilot phase, Dellyman completed more than 1,300 deliveries with a 95 per cent success rate, demonstrating its readiness to support large-scale e-commerce operations nationwide.
Founded in 2020, the firm has grown into one of Nigeria’s most reliable same-day and last-mile delivery platforms.
The company recently achieved a 10,000-order monthly delivery milestone in November 2025, contributing to a cumulative total of more than 300,000 lifetime deliveries.
This track record made Dellyman a strong fit for Temu, which is aggressively scaling logistics capabilities across key African markets.
“Our partnership with Temu is a major endorsement of the vision we set out with, to build Nigeria’s most reliable, scalable, and transparent last-mile delivery infrastructure.
“Achieving a 95 per cent delivery success rate during the pilot underscores our readiness to support high-volume e-commerce platforms.
“This collaboration shows that local startups can meet and exceed global standards when given the opportunity,” the chief executive of Dellyman, Mr Dare Ojo-Bello, said.
He further noted that the partnership represents more than operational growth as it signals a shift in how global e-commerce brands view Nigerian logistics capabilities.
“This is not just about fulfilling orders; it is about reshaping perceptions of what Nigerian delivery companies can achieve. We are committed to building the kind of infrastructure that supports international standards, empowers local businesses, and ultimately strengthens consumer trust in the broader digital economy,” he noted.
Mr Ojo-Bello added that Dellyman will continue investing in capacity, fleet expansion, and merchant-facing tools to ensure superior delivery experiences for Temu buyers and other online shoppers nationwide.
By Aduragbemi Omiyale
Over 100 million cards have been issued to customers by Africa’s leading payments card brand, Verve, across the continent.
This milestone has been described as a powerful symbol of growth, resilience, and the evolving needs of millions of Africans who rely on Verve every day.
The accomplishment has been said to underscore the company’s deep consumer insight, continuous innovation, and unwavering dedication to customer satisfaction.
Verve’s evolution has consistently been inspired by the needs and aspirations of its users. Today, its acceptance footprint stretches across Africa and reaches global markets through strategic partnerships with leading brands, including Google, Netflix, Spotify, AliExpress, Temu, Flywire, YouTube Premium, and others, unlocking broader access to lifestyle, entertainment, commerce, and mobility solutions for millions of cardholders.
“What began as a simple idea, one card designed to empower everyday life, has grown into 100 million stories, 100 million touchpoints, and 100 million reasons to deepen our commitment to delivering secure, seamless, and meaningful payment experiences across Africa,” the Executive Vice President for Group Marketing and Corporate Communications at Interswitch Group, Ms Cherry Eromosele, said at a media briefing in Lagos, where she was represented by the Divisional Head for Growth Marketing (Paytoken and MVNO), Chidi Oluaoha.
Ms Eromosele further noted that the milestone is shared with the broader ecosystem; banks, processors, merchants, regulators, and partners, whose collaboration has fuelled Verve’s remarkable growth.
Most importantly, she celebrated the millions of individuals who carry Verve cards in their wallets and mobile devices, acknowledging that their trust and loyalty continue to inspire the brand’s progress.
With the 100-million-card mark now crossed, Verve is poised to accelerate its expansion efforts, elevate customer experiences, and strengthen its global acceptance network.
By Adedapo Adesanya
The Nigerian Consumer Credit Corporation (CREDICORP) has launched a national digital device credit programme that will make the acquisition of smartphones, laptops, and other essential digital tools easier for working Nigerians.
According to the scheme, which was introduced by the Nigerian government to democratise consumer credit access to Nigeria’s working population, the country’s progress is increasingly driven by access to the tools that help people learn, earn, and participate fully in a modern economy.
Over the past year, CREDICORP has supported thousands of Nigerians to acquire the assets that make daily life easier, from mobility solutions that shorten commutes and increase productivity to renewable energy systems that keep homes and small businesses powered and productive. Each intervention has shown the same outcome: when Nigerians are allowed to access essential tools through fair and responsible credit, their lives improve rapidly.
The new rollout builds on the success of the pilot phase already completed under the partnership. In the first phase, CREDICORP, working through E-Finance Company with technology support from Credlock, enabled over 1,000 Nigerians to access smartphones through affordable credit, many for the first time. The strong repayment performance and the speed of adoption demonstrated both the appetite and the national need for this kind of support.
Via this new phase, CREDICORP is poised to scale the program significantly, targeting over 15,000 Nigerians who will be able to access smartphones or laptops that directly enhance their productivity, income potential, and digital participation.
To deliver this initiative at scale, the organisation is once again working through one of its Participating Financial Institutions, E-Finance Company, with technology support from Credlock, whose intelligent device-collateral system allows for secure, responsible, and efficient access to credit. Together, E-Finance and Credlock will ensure that Nigerians can seamlessly apply for, finance, and collect the digital devices they need, without the heavy burden of upfront payments.
Speaking on the new phase, CREDICORP’s Managing Director, Mr Uzoma Nwagba, noted that this is a natural progression of the institution’s work.
“From mobility to renewable energy, we have witnessed the profound impact that access to credit can have on people’s daily lives. Nigerians are ambitious and hardworking; they simply need fair pathways to acquire the tools that move them forward. Digital devices now sit at the center of learning, earning, and productivity, and expanding access to them is a critical step in building a more digitally ready nation.”
On his part, Credlock’s CEO, Mr Dayo Fabayo, emphasized the power of turning everyday devices into pathways for progress. “Every smartphone represents potential to learn, to work, to access opportunity, and to live with dignity. At Credlock, we believe the device in someone’s hand can be the bridge to their financial future. Working with CREDICORP and E-Finance allows us to scale that vision to millions of Nigerians.”
This initiative is part of CREDICORP’s broader mission to expand consumer credit and improve the quality of life across the country. By widening access to digital tools, CREDICORP is supporting a more connected, productive, and future-ready Nigeria, one where every citizen can thrive.
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