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Why Measurement and Evaluation is Necessary for Growth of PR Industry: A Nigerian Perspective

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Philip Odiakose media performance audit

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 

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Jamara Home Celebrates Mothers With Extensive Range of Products

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Jamara Home

By Aduragbemi Omiyale

One of the leading destinations for electronics and home appliances in Nigeria, Jamara Home, has joined others across the globe to celebrate mothers on Monday’s Day observed on Sunday, May 11, 2025.

The company is giving customers the opportunity to show appreciation to their mothers with a variety of top-quality essentials and gifts, including gas cookers for dependable everyday cooking, refrigerators and freezers to keep meals and moments fresh, smart TVs for entertainment that brings the family together, kitchen tools and appliances for enhancing convenience and creativity in the home, and air conditioners for cool and comfortable living.

Jamara Home assured Nigerians it has these products in stock at its showrooms in Lagos and Port Harcourt, Rivers State, to suit every type of mum because every mother deserves to be celebrated in a way that’s as special as she is.

“We see mothers as the unsung heroes of our everyday lives. This celebration gives us an opportunity to express our gratitude and to help our customers do the same through products that are thoughtful, meaningful, and heartfelt,” the Managing Director of Jamara Home, Rabi Jammal, stated.

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FCCPC Can’t Fix GOtv, DStv Subscription Prices for MultiChoice—Court

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By Adedapo Adesanya

Justice James Omotosho of a Federal High Court in Abuja has said the Federal Competition and Consumer Protection Commission (FCCPC) cannot determine what MultiChoice Nigeria can charge its customers for subscribing to DStv and GOtv, the pay-TV services of MultiChoice.

However, he dismissed a suit filed by MultiChoice Nigeria, challenging the FCCPC’s intervention in its subscription price hike, saying it is an abuse of court process due to similar pending proceedings elsewhere.

The judge clarified that while the FCCPC has investigative powers under its Act, it lacks authority to fix or suspend prices without presidential delegation via a gazetted instrument.

“The power to fix prices is exclusively that of the President. Any decision taken without such delegation is a nullity,” he stated, stressing that Nigeria runs a free-market system, where providers like MultiChoice can set prices, and consumers can choose to accept or reject them.

Justice Omotosho found FCCPC’s directive to suspend MultiChoice’s price increase breached the company’s right to a fair hearing and appeared discriminatory, rejecting the agency’s claim of MultiChoice’s market dominance as untenable.

“The use of services like those provided by the plaintiff is discretionary and not essential. Nigeria can do without it,” he added, warning that regulatory price controls could deter investors and harm the economy.

MultiChoice raised subscription rates by up to 25 per cent on March 1, 2025, citing inflation and operational costs.

The FCCPC opposed the hike, demanding a review and threatening sanctions, which led to the lawsuit.

Last month, while arguing its case, MultiChoice, through its lead counsel, Mr Moyosore Onigbanjo (SAN), submitted that the bone of contention is “whether the defendant have the right to control the price at which the plaintiff offers its services to the public.”

He argued that the Act establishing the FCCPC did not confer on it the powers to regulate price or prevent anyone including the plaintiff from increasing its prices.

Also, the lawyer stated that the issue of whether the defendant can regulate price has been litigated before between the two parties, adding that the tribunal had held that the commission has no powers to regulate prices of goods and services in the country, except the President of the Federal Republic of Nigeria.

The plaintiff’s lawyer also submitted that even the president who is clothed with the powers to regulate prices has maintained “that his government does not believe in price control” but, that prices are determined by market forces of demands and supplies.

The plaintiff in addition submitted that if the FCCPC has no powers to control price “where does he have the powers to prevent the plaintiff from increasing price.”

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How African Mom Used Temu to Help 800,000 Women Save Big

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Ncumisa Nldelu African mom

In a world where rising living costs are squeezing African households, one South Africa mother based in Durban has transformed her personal frugality into a powerful force for community upliftment. Meet Ncumisa Ndelu, a 48-year-old whose determination to stretch her family budget ignited 1 Family, 1 Stockpile, a thriving Facebook community now connecting over 800,000 members. 

What began as shared savvy shopping tips among friends has blossomed into a nationwide financial empowerment network. This effort is enabling women across South Africa and Nigeria to save significantly, launch their own ventures, and cultivate financially resilient futures.

The start of a community

Driven by a desire to help African women navigate economic pressures, former journalist and communications professional Ncumisa Ndelu launched 1 Family, 1 Stockpile in 2016. Her initial concept was simple: to share effective shopping hacks, budgeting strategies, and the benefits of strategic stockpiling.

The group rapidly became a trusted “sisterhood,” fostering financial literacy and providing robust community support. Today, it stands as a vital platform where women exchange savings techniques, share valuable deals and discounts, celebrate their financial achievements, and encourage each other towards better money management – all grounded in empowerment, education, and shared experiences.

A game-changer in her journey

A significant turning point in Ncumisa’s journey was discovering Temu, a global e-commerce platform that unlocked unprecedented savings for her household. Ironically, her introduction to the app began with a cautionary post about international deliveries. Intrigued, she decided to try it herself, ordering security lights following a home break-in.

“Once I received my first delivery, I was hooked,” she recalls. “I placed my second order less than two weeks later.”

From everyday household essentials to art supplies, school materials, and beauty products, this direct-from-factory marketplace became her key to unlocking savings. One purchase alone yielded savings of over R5,000, propelling her towards a research-driven approach to online shopping.

According to a recent survey, 46% of South African respondents report saving more than half of their shopping budget by using Temu, with nearly 40% making purchases on the platform at least once a month.

Stretching Rands, growing futures

Ncumisa has turned everyday budgeting into a powerful tool for growth, both at home and in her community. By making smarter, more affordable purchases, she’s been able to invest in her children’s education, fuel their creative passions with art supplies, and support her long-standing mission to feed the homeless. Crucially, this approach has fostered financial literacy in her children, evolving from simple piggy banks to daily lessons in budgeting, comparative shopping, and mindful spending.

This spirit of empowerment extends into her online community. Starting with just 50 members, it has surged into a nationwide network of over 800,000 women who share practical savings advice,  celebrate milestones like paying off debt or buying a first home, and offering each other unwavering support. “The group thrives on trust,” Ncumisa explains. “When we share what’s helped us, it empowers someone else to thrive.”

Ncumisa shares her top 5 budgeting tips:

  1. Establish a proactive household budget: Create a standing budget well before payday, viewing it as a dynamic document that evolves with your family’s needs.

  1. Involve children in the budgeting process: Cultivate financial literacy early by having your children participate. “In my household, the kids “pitch” for what they want the budget to be spent on, learning valuable negotiation and prioritisation skills.”

  1. Prioritise essential deductions: Aim to let your salary remain untouched on payday. Allow debit orders for crucial expenses to run first, then manage the remaining funds for utilities and other needs.

  1. Active saving and investing: Your budget should always include dedicated line items for savings, whether for short-term goals, long-term, or significant purchases. Similarly, make a point to allocate funds for investments, ensuring your money works for you.

  1. Seek out sales and rewards yourself: Consciously try to avoid paying full price by actively looking for sales and discounts. “This is where platforms like Temu have really helped me. Budget for those personal rewards, whether it’s a small treat or a bigger experience like travel. Recognising your hard work is a vital part of a sustainable budget!”

From budget tips to national recognition

Ncumisa’s  journey from sharing simple saving tips to being recognised as Daily Maverick’s 2023 Businessperson of the Year is a testament to the power of purpose-driven leadership. Her remarkable ability to connect personal financial choices with broader community upliftment has ignited a powerful wave of economic empowerment, particularly among women. 

This growing community has empowered thousands of women to take control of their finances, helping them become more secure, break free from debt, and feel confident in managing their money day-to-day. This is about more than just saving a few rands; it’s about building a future where women don’t just survive, they thrive.

Ncumisa is leading that charge, using her own experience to show what’s possible with determination and the right tools. Through her example, she’s not only creating lasting wealth for her family but also passing down essential financial skills to the next generation – proving that true empowerment begins at home.

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