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Coker-Odusote: 100 Days at the Helm of NIMC

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Abisoye Coker-Odusote NIMC DG

By Walter Duru, Ph.D

It was Albert Einstein who once said that “setting an example is not the main means of influencing another, it is the only means.” That sentiment expressed by Einstein is the primary essence behind the theory of transformational leadership, which requires passion, charisma, and the ability to motivate others. Transformational leaders are usually very authentic, emotionally intelligent, great listeners, results-focused, visionary, and self-aware.

In just 100 days at the helm of the National Identity Management Commission (NIMC), Engr. Abisoye Coker-Odusote has ushered in a new era of transformational leadership, leaving an indelible mark on the organization. Her eventual confirmation as substantive Director General/Chief Executive Officer of the Commission did not come to many as a surprise.

She did not waste time to hit the ground running and showed commitment to advancing the NIMC’s mission and mandate.

Coker-Odusote has taken steps to streamline National Identity Number (NIN) registration processes while addressing the long-standing challenges associated with identity registration in Nigeria. This, she is handling through strategic restructuring and the integration of advanced technologies to significantly reduce waiting time and enhance the overall efficiency of the system.

Today, date of birth and other kinds of modifications at NIMC happen within 48 hours. The several years backlog of date of birth modifications she inherited are almost cleared, as she had given a one-month deadline for the same to relevant staff of the Commission.

Again, responses to issues and complaints, such as those whose National Identity Numbers did not hit the NIN Verification Portal are now resolved within 24 hours.

Recognizing the paramount importance of data security in the digital age, the NIMC CEO has taken steps to enhance data security by introducing robust measures to fortify the protection of citizens’ sensitive information. This includes, but is not limited to the adoption of cutting-edge encryption technologies and the establishment of a dedicated cybersecurity team.

Her interest in improving service delivery at NIMC cannot be overemphasized. She has concluded plans to ensure regular training and retraining for staff of the Commission, emphasizing customer-centric approaches, to ensure a more positive experience for citizens seeking identity services.

On partnerships, Coker-Odusote, leveraging her extensive network and expertise, has forged strategic partnerships with governmental agencies, private organizations, and international bodies. These collaborations aim to enhance the NIMC’s capacity, foster innovation, and promote information sharing for the betterment of identity management.

Understanding the pivotal role of technology in modernizing identity management, Engr. Coker-Odusote has spearheaded the integration of biometric advancements and artificial intelligence into the registration and verification processes.

This not only improves accuracy, user experience and ease of enrolment, but also positions NIMC at the forefront of technological innovation in identity management. A typical example is the NIMC Contactless Biometric Solution, which delivers a best-in-class fingerprint and facial capture image output quality, powered by Artificial Intelligence. The new solution was unveiled by the commission at the 2023 Identity Day, held in Abuja on September 16, 2023.

In addition, Engr. Coker-Odusote tackled the existing backlog of unprocessed identity requests head-on. Through a combination of strategic staff deployment and redeployment, process optimization, and digitization initiatives, she has made significant strides in clearing the backlog, demonstrating her commitment to prompt and efficient service delivery.

Recognizing the crucial role played by the NIMC staff in achieving organizational goals, the CEO has developed for implementation, a robust welfare programme aimed at boosting morale and fostering a positive work environment. This includes, but is not limited to training opportunities, health benefits, and performance recognition initiatives.

Furthermore, in consultation with in-house experts, elaborate public awareness campaigns are being planned, to ensure that citizens are well-informed about the importance and benefits of identity registration. These campaigns are expected to not only educate the public but also serve to demystify the registration process, encouraging greater participation.

The NIMC DG has concluded plans to take the ecosystem enrolment forward by taking steps to deepen collaboration with ecosystem implementing partners, supporting to ensure the success and optimal performance of the Nigeria Digital Identification for Development (ID4D) Project, a Nigerian Project jointly funded by The World Bank, The European Investment Bank, and the French Development Agency.

Engr. Coker-Odusote’s strategic vision, commitment to efficiency, and emphasis on technological innovation positions NIMC for a future where identity management is not only secure but also seamlessly integrated into the daily lives of citizens.

On anti-corruption, the NIMC DG has left no one in doubt about her determination to sanitize the system and entrench a culture of transparency and zero tolerance for corruption. Apart from putting systems and structures in place to discourage graft, she is directly involved in ensuring that the cankerworm has no place in the commission.

Just recently, in what one may describe as a sting operation, she paid an unscheduled visit to the Federal Capital Territory office of the commission, where she is reported to have arrested some staff for allegedly extorting money from Nigerians, even as she has maintained that enrolment was free.

Her devotion to supporting the policy direction of the present administration by strengthening the issuance of the NIN for access to service is not in doubt.

Speaking on Coker-Odusote’s first 100 days in office as NIMC CEO, and Project Coordinator, Nigeria Digital ID4D Project, Musa Odole Solomon described her as a vibrant, results-focused leader, determined to make a difference in the Commission.

“She has taken steps to build bridges of collaboration between NIMC and partners within the country’s identity ecosystem. These collaborations aim to enhance the NIMC’s capacity, foster innovation, and promote information sharing for the betterment of identity management in Nigeria.”

“The collaboration is also focused on enhancing handshake with institutions involved in the country’s identity ecosystem, to deepen integration with the country’s Identity Management System.”

“In 100 days, she has taken the lead in working with the Nigeria Digital ID4D Project to speed up the project implementation process, especially, processes geared towards the extension of NIN enrolment to hard-to-reach areas, women, persons with disabilities, and marginalized groups, thereby fostering inclusion and access to social services.”

“She has introduced some innovations that I consider very progressive, and things are moving very well. The Nigeria Digital ID4D Project is happy to work with her, as she has shown that she has all it takes to assist us succeed.”

Responding to a question on his impression about the NIMC DG’s leadership style and the future of the relationship between NIMC and his organisation, the Chairman of the National Population Commission (NPC), Hon. Nasir Isa Kwarra stressed that the relationship between NIMC and NPC has become more robust under Coker-Odusote’s leadership as NIMC CEO.

“I want to say that the National Population Commission has a long and robust collaborative partnership with the National Identity Management Commission (NIMC) in our efforts to harmonize and integrate biometric databases for planning and development of our country.”

“However, this partnership has become more dynamic and robust with the assumption into office of Engr. Abisoye Coker-Odusote as the Director General of NIMC. She has shown an unparalleled commitment and passion in working with the Commission, not only in the registration of births and deaths but also in the upcoming population census. She comes across as a thoroughbred professional and innovator who will give Africa’s greatest nation a deserved identity profile for national unity, security, and development. I am more confident in the future of the Identity Management Commission under her.”

Responding to a question on the new grounds covered at the NIMC ICT, Director, IT/Identity Database of the Commission, Chuks Onyepunuka has this to say:

“Our DG is pragmatic, proactive, result-oriented and visionist. Her achievements in ICT in NIMC in the last 100 days include, but are not limited to: “launching of self-modification and enrolments services to ease and simplify the processes for enrolment services; driving the clearing of about 3 million backlog of enrolment records awaiting manual adjudication within 3 weeks; decentralization of operations with objectives of ensuring that we are closer to the enrolees and adequate coverage in the nooks and crannies of the country.”

“Others are improvement in the process of engaging and revalidating our Frontend Enrolment Partners (FEPs); improvement in our ICT policies, processes and procedures; resolution of 95% challenges/issues affecting our window enrolment software (Res-Web) and commenced the integration and harmonization with National Population Commission, Nigeria Immigration Service and Federal Inland Revenue Service (FIRS).”

Adding her voice, NIMC’s Director of Business Development and Commercial Services, Mrs Carolyn Folami described the DG as a thoroughbred professional, committed to resetting the Commission for the good of the nation.

“It has been only 100 days, but it seems she has been here far longer, as, within this period, we have achieved a couple of goals towards resetting the NIMC agenda and resettling the NIMC staff for productivity.”

“Starting with the planning and commencement of training of all staff, to the commitment to all Front-End Partners (FEP) to revalidate the business model for fair play and payment. She is very keen on stakeholder engagement and has secured the buy-in of our harmonisation partners for effectiveness. She is professional, thorough, dedicated, and above all, kind to all.

Adding his voice, Monitoring and Evaluation Specialist, Project Implementation Unit, Nigeria Digital ID4D Project, Dr Emmanuel Akogun argued that Coker-Odusote’s first 100 days in office were characterised by “dynamic, focused and results–oriented leadership,” adding that there is steady progress in NIN enrolment, with “103,500,000 Nigerians and other legal residents captured in the NIMC Database.”

There is therefore no gainsaying the fact that Engr. Abisoye Coker-Odusote’s first 100 days as CEO of the NIMC have been marked by a series of commendable achievements.

At this point, one can confidently say that with Engr. Bisoye Coker-Odusote as Chief Executive Officer, NIMC is in safe hands.

Her recent confirmation as substantive Director General/CEO of the Commission is an act of patriotism by the Nigerian President, Bola Ahmed Tinubu.

However, as she commences a full tenure of office, following her recent confirmation, one expects that the standard is not lowered.

As she marks 100 days in office this week, the most challenging part of Abisoye Coker-Odusote’s journey as Chief Executive Officer of the NIMC is the need to sustain the successes recorded, remain focused, deepen stakeholder engagement and public enlightenment, check corruption, strengthen systems and structures, be fair to all, while supporting the policy direction of the present administration.

Deliberate steps must be taken to ensure the sustenance of the war against extortion at NIMC.

Again, a deliberate plan should be in place to ensure a more robust stakeholder collaboration, particularly with those involved in the country’s identity ecosystem.

Elaborate, sustained communication and public enlightenment activities are required, taking advantage of the conventional and unconventional channels of communication to inform, educate and mobilize the citizens on the need for all to register for the NIN. This requires a deliberate strategy and strategic implementation.

Finally, a deliberate inclusion strategy must be in place and vigorously implemented to ensure that no one is left behind.

As the DG continues to lead with passion and purpose, NIMC is poised for even greater accomplishments under her guidance.

Indeed, NIMC is in safe hands!

Dr Walter Duru (Assistant Professor of Communication and Multimedia Design) is a Communication/Public Relations Strategist, Researcher and Consultant. He could be reached at [email protected]

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Valentine’s Day Made Easy: Perfect Gift Ideas for That Special Person

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Perfect Gift Ideas for Valentine’s Day

It’s that time of the year again! Love is in the air, vendors are rolling out extravagant Valentine’s packages, and let’s be honest, some people are preparing to oppress singles with their grand gestures. Flowers, chocolates, fancy dinner dates… all nice, but a bit predictable, right?

This year, why not switch things up? Whether it’s a partner, best friend, or even a sibling who deserves some extra love, there are so many creative ways to make them feel special beyond the usual. So here are fun and thoughtful gift ideas that will definitely keep a lasting smile on their faces.

  1. Thoughtful, Budget-Friendly Gifts

Not everyone wants to spend a fortune on Valentine’s Day, and guess what? You don’t have to! If you’re thinking budget-friendly but meaningful, consider handwritten love letters, a scrapbook of your favorite memories together, or a personalized playlist of songs that remind you of them. Even a simple breakfast in bed can be a winner! It’s truly the thought that counts.

  1. The Gift of Entertainment

Now, let’s talk about the ultimate Valentine’s Day package. You know how some people aren’t really into flowers, chocolates, or even date nights? Well, have you considered giving them the package of all packages, the GOtv Supa Plus bouquet? Think about it, unlimited access to all their favorite channels, from romantic movies to action-packed series, sports, and entertainment. Whether your special person loves telenovelas, football, or Nollywood dramas, GOtv Supa Plus has something for everyone.

Imagine gifting them a month  of uninterrupted premium entertainment. That means they get to enjoy all their favorite shows while thinking of you every time they press play. And let’s be honest, nothing beats the joy of knowing your gift keeps on giving even after Valentine’s Day has passed!

  1. The Romantic Stay-In Date Night

Who says you have to step out to have a memorable Valentine’s Day? Sometimes, privacy is the real luxury. Picture this,  you tell your special person to pack a bag and come over for a cozy, romantic night in. Light some candles, sprinkle petals on the floor, and set up the perfect ambiance. Then, grab your softest blanket, order (or cook) your favorite meals, and tune into a romantic show or a thrilling movie. Whether you’re watching a classic rom-com, an action flick, or a telenovela that makes you both emotional, it’s about creating a shared experience. Plus, you don’t have to worry about crowded restaurants or long queues, just pure quality time.

  1. A Subscription to Their Favorite Hobby

Valentine’s Day gifts should be personal, and nothing says “I know you” better than a gift that aligns with their interests. For those who love to cook, a GOtv subscription unlocks access to food and lifestyle channels like Food Network, where they can discover new recipes, cooking tips, and even the latest food trends. Get a GOtv Max subscription for as low as ₦7,200 and keep your special person hooked on their favourite cooking shows.  For the sports lover, keep them in the game with GOtv Supa Plus package available for ₦15,700 and for the fashion lover, at ₦9,600, the GOtv Supa offers a lineup of fashion shows and trend-spotting channels, making it easy to stay inspired.

  1.  Go All Out with a Grand Gesture

On the flip side, if you want to make a big splash this Valentine’s Day, then go all out! Plan a surprise getaway, book a spa day, or even throw a private dinner with a chef making your favorite dishes. If your person loves grand romantic gestures, this is your time to shine. Just make sure it’s something they’ll genuinely enjoy, not just what looks good for Instagram.

So, whatever you choose, make sure it’s something that speaks to their heart and their interests. Whether it’s a thoughtful DIY gift, a romantic date night, or a subscription that fits their hobby, it’s the thought that truly counts.

When it comes to the ultimate gift, GOtv is the icing on the cake. With just a few clicks, you can subscribe, upgrade, or reconnect by simply downloading the MyGOtv app, or dial *288# to get started. Plus, with the GOtv Stream App, they can enjoy their favorite shows anytime, anywhere. Trust GOtv to keep the entertainment flowing long after valentines is over!

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Access Bank Lagos City Marathon 2025: A Tribute to Legacy, A Celebration of Resilience

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Herbert Wigwe Access Bank Lagos City Marathon 2025

As Lagos gears up for the highly anticipated Access Bank Lagos City Marathon on Saturday, February 15, 2025, excitement and emotion run high. This year’s edition is much more than a race, it is a moving tribute to legacy and a celebration of resilience. Under the evocative theme “Miles to Memories,” every stride taken by the runners transforms physical distance into lasting recollections, blending athletic endurance with heartfelt remembrance of a visionary leader.

A Race that Transcends the Finish Line

Since its inaugural run in 2016, the Access Bank Lagos City Marathon has evolved from a local initiative into a global phenomenon. Originally established by Access Bank in collaboration with the Lagos State Government to promote healthier lifestyles, the event has grown into a symbol of unity, progress, and economic vitality for both Lagos and Nigeria. Today, the marathon not only places Lagos on the global sporting map but also showcases how major sporting events can drive tourism and stimulate business growth. As a Gold Label Marathon certified by the Association of International Marathons and Distance Races (AIMS), it stands as a testament to the powerful synergy between sport, community, and commerce.

Local businesses, from hotels and restaurants to vendors and transport providers, thrive during the marathon weekend, benefiting from increased patronage as communities come together to support and celebrate the event. This collective participation reinforces the idea that when people unite around a common purpose, the rewards are shared by all. 

Honoring a Visionary: Remembering Herbert Wigwe

This year, the marathon carries added emotional significance.  It marks the first anniversary of the passing of Herbert Wigwe, the late Group Chief Executive Officer of Access Holdings PLC,  who was a transformative force behind the event. On the morning of February 10, 2024, a tragic helicopter crash claimed the lives of Herbert Wigwe, his wife, his son, and Abimbola Ogunbanjo, the former Group Chairman of the Nigerian Exchange Group PLC. The loss sent shockwaves throughout the nation, leaving an indelible void in the hearts of many Nigerians.

Despite the deep sense of loss, Herbert Wigwe’s legacy continues to inspire. In the wake of the tragedy, concerns arose that Access Bank might reconsider its sponsorship of the marathon. Instead, in a poignant gesture of remembrance and commitment, Access Bank, together with the Lagos State Government, has reaffirmed its support for the marathon. This enduring dedication ensures that Wigwe’s dreams and aspirations remain an integral part of every step taken by the runners. 

“Miles to Memories”: A Journey of Emotion and Endurance

The theme “Miles to Memories” perfectly encapsulates the spirit of this year’s marathon. It suggests that every mile covered is imbued with personal and collective memories, reminders of challenges overcome, of unity celebrated, and of hope nurtured for a better future. For many participants, the race is a chance to commemorate Herbert Wigwe, whose visionary leadership not only transformed Access Bank but also reshaped the sporting landscape of Lagos. His enduring commitment to community development, healthy living, and economic empowerment continues to serve as a beacon for all who aspire to make a positive impact.

Each runner’s journey on the race day acts as a bridge between past and future, where the physical act of running becomes a metaphor for overcoming adversity and building a hopeful tomorrow. The event stands as a tribute not only to athletic excellence but also to the unyielding human spirit that continues to rise in the face of loss.

From Humble Beginnings to Global Prominence

When Access Bank and the Lagos State Government first partnered in 2016 to host the marathon, their goal was simple: to encourage a healthier lifestyle among Lagosians. Under Herbert Wigwe’s visionary leadership, the event quickly grew in stature. Today, it has attracted over 600,000 registered athletes from 14 countries, establishing itself as one of Africa’s most prestigious road races. This remarkable evolution is a testament to the power of visionary leadership, community engagement, and a relentless pursuit of excellence.

The marathon’s growth from a local initiative to a globally recognised event highlights how passion and determination can transform a modest idea into an internationally celebrated movement. Lagos has firmly established itself as a marathon city renowned for its energy, hospitality, and unwavering commitment to progress.

Herbert Wigwe’s Vision: A Marathon for Unity & Progress

Herbert Wigwe’s influence on the Access Bank Lagos City Marathon remains as palpable today as ever. During the 2021 edition, he stated:

“As one of the leading banks in Nigeria and indeed Africa, it is imperative for us to support the economic and social development of the communities in which we operate. Hence, we have sponsored the Access Bank Lagos City Marathon to make Lagos more attractive to tourists and investors alike. We have also used this platform to create jobs and opportunities for thousands in the state.”

These words, imbued with hope and ambition, continue to guide the event. More than merely a race, the marathon has become a living legacy of Wigwe’s unwavering commitment to community development and the transformative power of sport. His visionary approach has paved the way for countless initiatives that enrich lives, create employment opportunities, and foster pride and unity among Nigerians.

Herbert Wigwe’s legacy is not confined to history, it lives on in the hearts of those he touched and in the strides of every runner who participates in the marathon. His vision for a healthier, more prosperous Lagos inspires all, ensuring that his contributions will never be forgotten. Every cheer from the crowd, every drop of sweat on the pavement, and every moment of reflection during the race stands as a tribute to a man dedicated to progress, unity, and excellence.

The Access Bank Lagos City Marathon 2025 is more than a sporting event—it is a movement that transforms challenges into triumphs and distances into memories. It celebrates life, resilience, and the indomitable spirit of a community marching forward, one determined step at a time.

Sponsors: The Pillars Behind the Marathon

Central to the success of the Access Bank Lagos City Marathon are its dedicated sponsors. Access Bank, the major sponsor, has remained steadfast in its commitment to community development, ensuring that the marathon continues to be a platform for positive change. In partnership with the Lagos State Government, the event has grown into a major contributor to the local economy and an enduring source of inspiration for athletes and citizens alike.

Their unwavering support has been crucial in maintaining the high standards of the marathon, including its prestigious Gold Label status from AIMS. This commitment not only honours Herbert Wigwe’s legacy but also ensures that the marathon continues to inspire future generations to embrace a healthy, active lifestyle while cherishing the memories forged along the way.

Community, Commerce, and the Spirit of Resilience

The Access Bank Lagos City Marathon is a celebration of more than athletic prowess, it is a testament to the power of community and the resilience of Lagosians. The event has consistently demonstrated that when communities unite, remarkable achievements are possible. By boosting local tourism and generating business opportunities, the marathon has had a transformative impact on the city’s economy.

During marathon weekend, local businesses such as hotels, restaurants, and retail outlets experience a surge in activity as visitors from around the globe flock to Lagos. At the same time, the event showcases the city’s vibrant culture on an international stage, reinforcing the idea that sport and commerce can work hand in hand to drive progress.

The Journey Ahead: Legacy, Resilience, and Unity

As runners prepare to take to the streets of Lagos on February 15, 2025, the atmosphere is charged with a profound sense of purpose. The marathon is not just a competition; it is a journey of remembrance and unity, where every stride honors the memory of Herbert Wigwe and every mile becomes a cherished memory. The theme “Miles to Memories” reminds participants that the race is as much about personal triumph as it is about collective resilience and hope.

In the face of past tragedies and challenges, the marathon stands as a beacon of hope. It is a day when the nation comes together to celebrate life, honor legacy, and build a future founded on unity and progress. Each runner carries with them the spirit of determination and the memory of a leader who believed in the power of community and the strength of collective ambition.

In celebrating “Miles to Memories,” the Access Bank Lagos City Marathon 2025 encapsulates the journey from loss to legacy, from grief to hope, and from memories to future milestones. With the steadfast support of sponsors like Access Bank and the Lagos State Government, this marathon not only delivers an exhilarating athletic challenge but also forges enduring memories that will inspire generations to come.

As the starting gun fires and runners take their first steps on the vibrant streets of Lagos, they are not merely participating in a race, they are becoming part of a legacy. Every mile traversed is a reminder of the resilience, unity, and indomitable spirit that define this great city. And in every memory made, the legacy of Herbert Wigwe lives on, guiding each runner toward a brighter, more hopeful future.

Herbert Wigwe may be gone, but his vision continues to run through the veins of every Lagosian and every athlete crossing the finish line. In Lagos, every mile is a memory, and every memory is a step toward a better tomorrow.

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The Power Trio: How Sales, Finance, and Marketing Rescue PR from the ROI Dilemma

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The Power Trio PR from ROI Dilemma

By Philip Odiakose

Over the years, the conversation around PR measurement has evolved, yet one persistent challenge remains — how to prove the financial return on investment (ROI) of public relations efforts. I have shared my thoughts on this topic across multiple LinkedIn posts, and I felt compelled to provide a structured education on the subject.

Measurement education is a core pillar of AMEC Measurement and Evaluation , and as a strong advocate for data-driven PR, I believe it is crucial to guide PR professionals through this recurring challenge.

The reality is simple: If sales are not part of your key performance indicators (KPIs), then Return on Objective (ROO) should be your holy grail, not ROI. However, for PR campaigns where sales are indeed a primary goal, PR professionals cannot work in isolation — they need to engage with the “three wise men”: Sales, Finance, and Marketing.

A fundamental mistake many PR practitioners make is attempting to justify PR’s success using ROI without understanding the financial principles behind it. ROI, in its true form, is a financial metric that calculates the profitability of an investment using the formula: ROI (%) = (Net Profit / Cost of Investment) x 100.

For PR professionals aiming to showcase ROI, collaboration with the Finance team is essential to align media metrics with revenue generation. However, in most cases, PR is not a direct sales function, which means using ROI as a blanket metric leads to misinterpretation and misplaced expectations.

This is why AMEC’s Barcelona Principles (which emphasize outcome-based measurement over outdated methods) encourage PR professionals to focus on measurable objectives rather than vanity metrics like Advertising Value Equivalency (AVE). For those unfamiliar with these principles, I strongly recommend exploring them as a foundation for modern PR measurement.

One of the most misleading approaches in PR measurement is relying on AVE to demonstrate ROI. To put this into perspective, AVE in PR is like measuring the quality of a meal based solely on the price of its ingredients. Just because a dish contains expensive components does not mean it tastes good or satisfies the customer.

Similarly, AVE assigns a monetary value to media coverage based on ad rates but fails to measure the true impact, sentiment, or effectiveness of PR efforts. If a PR professional presents AVE as ROI, they are essentially equating visibility with tangible business outcomes, which is a flawed and outdated perspective. The goal should always be to measure what matters — impact, sentiment, engagement, and business outcomes — rather than placing a fictitious monetary value on earned media.

As a PR measurement specialist with over a decade of experience, I have consistently advocated for the prioritization of ROO over ROI for PR campaigns that do not have direct sales objectives. PR’s role is often about shaping perception, building credibility, and enhancing reputation — elements that do not always have an immediate or direct financial impact.

ROO provides a structured framework for evaluating PR performance based on predefined, measurable objectives. By aligning PR efforts with specific business goals — whether it be increasing brand awareness, driving website traffic, improving customer sentiment, or strengthening stakeholder relationships — PR professionals can provide meaningful insights without force-fitting sales metrics where they do not belong.

For PR to demonstrate true ROI when necessary, it must integrate seamlessly with Sales, Finance, and Marketing. Without correlating PR metrics with their data, PR teams cannot accurately tell the story of their contribution to revenue generation.

Marketing provides valuable insights into lead generation, Sales tracks conversions, and Finance ensures financial accountability. When these three functions work together, PR professionals can move beyond justifying their efforts with media impressions and start proving their impact in terms of business growth. This is why aligning client or executive expectations from the onset is critical.

By setting realistic measurement parameters, PR professionals can avoid the trap of being asked to prove ROI on campaigns that were never designed to drive direct sales in the first place.

The path to effectivePR measurement is rooted in education, collaboration, and the right frameworks. We must continue advocating for methodologies that reflect PR’s strategic value — beyond press clippings, beyond AVEs, and certainly beyond misaligned expectations.

Measurement is not about justifying PR’s existence; it is about demonstrating PR’s impact with the right metrics that align with business goals. As PR professionals, our focus should always be on setting SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) objectives that align with organizational priorities. This way, measurement becomes a tool for strategy rather than just a reporting mechanism.

As we move forward, I encourage PRprofessionals to embrace continuous learning, engage in industry conversations, and challenge outdated measurement methods. PR measurement is not static — it evolves with trends, technology, and business needs. Let us elevate our practice by ensuring that measurement is not an afterthought but an integral part of our communication strategy from the start.

Would love to hear others’ thoughtson this!

Philip Odiakose is a leader and advocate of PR measurement, evaluation and media monitoring in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMECNIPR, AMEC Lab Initiative and AMCRON

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