Feature/OPED
The Conflict of Interest No One Talks About: PR Agencies as Their Own Judges

By Philip Odiakose
Public relations is an essential element of corporate strategy, enabling organizations to build and maintain a positive image, communicate effectively with stakeholders, and navigate crises. PR agencies play a critical role in helping brands amplify their stories and enhance public perception. However, an increasingly concerning trend is the practice of PR agencies evaluating their work. While on the surface this may appear convenient and cost-effective for clients, it is a practice fraught with potential bias and subjectivity, ultimately undermining the integrity of performance evaluation.
The core function of any PR effort is to establish credibility and trust with audiences, stakeholders, and the public. These agencies are well-equipped to handle strategic communications and media relations, but when it comes to assessing their own performance, objectivity becomes a major concern. Agencies are naturally inclined to showcase their successes and minimize their shortcomings. This conflict of interest can result in overly optimistic reports that may not accurately reflect the true impact of a PR campaign, leading to misguided decisions by clients.
One of the fundamental principles of PR measurement, as emphasized by the International Association for the Measurement and Evaluation of Communication (AMEC), is the need for transparency and independence. For any organization to fully understand the effectiveness of its media outreach, third-party evaluation is essential. This is particularly true in industries where reputation management is critical to long-term success. When PR agencies judge their work, it is difficult to escape the influence of self-preservation, and reports may end up highlighting metrics that paint a favourable picture while neglecting areas where improvement is needed.
The Importance of Objective PR Measurement
To ensure a fair and accurate evaluation of PR performance, brands must engage independent PR measurement agencies. These firms bring an external, unbiased perspective, using data-driven methodologies to assess media coverage, sentiment, and performance. Independent firms have no stake in the outcome of the campaigns they evaluate, allowing them to provide clients with an honest, unfiltered analysis. This objectivity is key to identifying blind spots and improving future strategies.
Moreover, objective PR measurement helps brands make better-informed decisions about where to allocate resources. By relying on impartial data, companies can adjust their messaging, target the right audiences, and invest in campaigns that truly resonate with stakeholders. This ensures that PR strategies are rooted in reality rather than wishful thinking.
Case Study: A Leading Nigerian Commercial Bank
A prime example of the risks associated with PR agencies evaluating their work can be found in the case of a leading commercial bank in Nigeria. The bank, one of the top financial institutions in the country, had been working with a reputable PR agency to manage its media relations and corporate communications. The agency was responsible for promoting the bank’s image, particularly during a period of expansion and the launch of several new digital banking services.
After several months of media outreach and PR campaigns, the agency delivered its performance report to the bank’s senior management. According to the report, the bank had achieved extensive media coverage in major publications, with overwhelmingly positive sentiment from the public. The agency cited the number of press mentions, the reach of articles, and the favourable tone of coverage as evidence of the campaign’s success. However, the bank’s executives began to notice a disconnect between the glowing report and the actual feedback they were receiving from customers and stakeholders on the ground.
Feeling that the report might not provide the full picture, the bank decided to engage an independent PR measurement consultancy to conduct a thorough audit of its media performance. The results were eye-opening. While the agency had indeed secured media coverage, the independent analysis revealed that a significant portion of the coverage was neutral or lacked engagement from the bank’s target audience. Furthermore, the sentiment analysis showed that, contrary to the agency’s report, there had been a notable increase in negative feedback on online media platforms regarding the bank’s customer service and digital banking experience.
The independent consultancy’s report provided a more nuanced understanding of the bank’s media presence, highlighting areas where the messaging had failed to connect with key stakeholders. This prompted the bank to reassess its PR strategy, leading to targeted improvements in communication with customers and a more focused approach to media outreach. Had the bank solely relied on the agency’s self-evaluation, it may have continued with a misguided perception of its public image.
Why Independence Matters
This case underscores the importance of objective, third-party evaluation in PR. By relying on independent PR measurement firms, organizations can access an impartial assessment that is grounded in data and free from the bias that naturally arises when agencies judge their work. Independence in PR measurement ensures that both successes and shortcomings are identified, allowing brands to improve continuously.
In contrast, when PR agencies are tasked with evaluating their campaigns, they may be tempted to overstate the impact of their efforts or focus on vanity metrics that look impressive but provide little value in terms of actionable insights. Metrics such as the number of media mentions or the reach of articles can be misleading if not contextualized with a deeper analysis of audience engagement, sentiment, and the alignment of coverage with the brand’s objectives.
Moving Towards Transparent PR Measurement
For brands looking to establish long-term credibility and trust with their audiences, independent PR measurement is not just a best practice—it is a necessity. The complexities of modern media landscapes demand sophisticated services and methodologies to accurately assess the effectiveness of PR campaigns. Independent consultancies are better positioned to provide this level of analysis, as they are not influenced by the need to justify their work to clients.
Conclusion
In an industry where reputation is everything, PR agencies and their clients need to embrace objectivity and transparency in performance evaluation. While PR agencies excel at crafting narratives and engaging with the media, their role should not extend to measuring the success of their work. Doing so invites bias and can lead to flawed assessments that undermine the effectiveness of future campaigns.
For brands seeking to maximize the impact of their PR efforts, the solution is clear: engage independent PR measurement firms. These firms provide the objective, data-driven insights that are necessary for understanding media performance and making informed decisions about future strategies. By prioritizing independent evaluation, organizations can ensure that their PR campaigns are not only successful in the short term but also aligned with long-term goals for growth and reputation management.
Philip Odiakose is a leader and advocate of Media Monitoring, PR measurement and evaluation in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC, NIPR and AMCRON
Feature/OPED
Piracy in Africa’s Creative Sector: How Creators Can Protect Their Content

Africa’s creative industries, from music and film to fashion, writing, and branding, are experiencing remarkable growth. However, as the sector flourishes, so do the threats posed by piracy and copyright infringement. Without proper protection, creators risk losing the value and recognition they deserve for their original work.
Copyright remains the first and most important line of defence. In many African countries, copyright protection begins automatically once a creative work, such as a song, logo, film, or design, is fixed in a tangible form. This protection can last for the creator’s lifetime, and in most cases, up to 70 years after. Yet, while automatic copyright provides a foundation, official registration strengthens legal standing and can be critical in resolving disputes.
When a creator’s work is used without permission, the violation must be addressed swiftly. Experts advise that the first step is to gather evidence—screenshots, URLS, timestamps, user details, and even data showing engagement or financial gain from the misused content. Proof of ownership, such as original files with timestamps, draft versions, or social media records of earlier uploads, is equally vital.
“Creators should always have proof of ownership ready,” says Frikkie Jonker, Director of Anti-Piracy at MultiChoice. “That could be anything from original project files to old emails or posts. It’s one of the most effective tools in enforcing your rights.”
Once evidence is collected, creators can issue takedown requests through social platforms or send formal cease-and-desist letters to website owners or hosts. Although enforcement processes differ by country, most African nations have copyright laws aligned with global standards like the U.S. DMCA. In many cases, showing credible ownership is enough to have infringing content removed.
If infringement continues or is being done at scale, such as by piracy rings or repeat offenders, creators may need to escalate the issue by reporting it to national copyright commissions or law enforcement. Efforts are also being bolstered across the continent through cooperation under agreements like the African Continental Free Trade Area (AfCFTA), with international bodies like Interpol, Afripol, and WIPO supporting cross-border enforcement.
Preventative measures are just as important. Creators are encouraged to use tools like digital watermarking and content fingerprinting to protect their work from unauthorised use online. Furthermore, smart monetisation strategies, such as YouTube’s Content ID syste,m can allow creators to earn revenue even when their content is reused without prior permission.
By understanding their rights, taking proactive steps to protect their creations, and using available technologies, African creatives can safeguard their work while continuing to build sustainable, long-term careers.
Feature/OPED
A Journey Through Policy: My Personal Experience

By Saifullahi Attahir
If there was ever anything that gave me goosebumps and immense pleasure, it was being surrounded by intellectuals and mature minds absorbing facts and figures about governance, economics, public health, policymaking, national security, and international relations. In such situations I easily lose myself, forgetting almost all other things.
Even at medical school, my best lectures were those with frequent digressions, whereby the lecturer would discuss the pathogenesis of diseases for 30 minutes and later sidetrack into discussing politics, governance, or other life issues. I always enjoyed classes led by Prof. Sagir Gumel, Dr. Murtala Abubakar, Dr. Rasheed Wemimo, Dr. Aliyu Mai Goro, and co.
During such lectures, I often observed some of my colleagues disappointment for such deviation. I rather casually show indifference, for I was eternally grateful for such discussions due to the stimulatory effect they had on my mind.
After such classes, I sometimes followed up with the lecturer, not to ask about a medical concept I did not grasp, but to ask for further explanation on policy making, project execution, budgetary expenditures, why African countries are left behind, and similar pressing issues.
In situations where I can’t catch up with the lecturer, I jotted down the questions for further deliberation.
One of the manifest feature I know about my greediness was at reading books. I can open five different books in a day. I lack such discipline to finish up one before another. I can start reading ‘Mein Kampf’ by Adolf Hitler, and halfway through 300 pages, I would pick up ‘My Life’ by Sir Ahmadu Bello, and would have to concurrently read both until the end.
I often scolded myself for such an attitude, but I can’t help myself. The only way to practice such discipline was to at least read two different books in a day. Such was a triumph in my practice of self-discipline. This was apart from my conventional medical textbooks.
To some of my friends, I was called an accidental medical doctor, but actually it was a perfect fate guided by the merciful Lord that I’m studying medicine.
For it was only medicine that makes reading books easier for you. Although time is precious in this profession, but one finds it easier to do anything you are passionate about. The daily interaction we have with people at their most vulnerable state was another psychostimulant. Seeing humans suffering from disease conditions is heartache. Some of the causes are mere ignorance, poverty, superstitions, and limited resources.
The contribution one can give couldn’t be limited to just prescribing drugs or surgical procedures that end up affecting one person. It’s much better to involve one self in to position that may bring possible change to the whole society even in form of orientation.
What also motivated me more was how I wasn’t the first to traverse this similar path. Bibliophiles were common among medical students and medical professionals.
At international level, the former Prime Minister of Malaysia, Dr. Mahathir Muhammad, was a physician.
Most of the current economic development of Malaysia was attributed to him. The South American revolutionary figure Che Guevara was a physician. Atul Gawande was an endocrinologist, health policy analyst, adviser to former President Obama, campaign volunteer to former President Bill Clinton, and adviser to USAID/WHO on health policies.
Frantz Fanon was another physician, psychiatrist, racial discrimination activist, and political writer. Dr. Zakir Naik was a renowned Islamic scholar, comparative religion expert, and physician.
At the national level, Prof. Usman Yusuf is a haematologist, former NHIS DG, and currently a political activist. Dr. Aminu Abdullahi Taura was a psychiatrist and former SSG to the Jigawa state government. Dr. Nuraddeen Muhammad was a psychiatrist and former cabinet minister to President Goodluck Jonathan.
During ward rounds and clinics, my mind often wanders to enquire not just about the diagnosis but the actual cause of the disease condition; why would a 17-year-old multiparous young lady develop peripartum cardiomyopathy (PPCM)? Why would a 5-year-old child develop severe anaemia from a mosquito bite? Why would a 25-year-old friend of mine develop chronic kidney disease, and his family would have to sell all their belongings for his treatment? Why are our Accident and Emergency units filled with road traffic accident cases? Was it bad road conditions or lack of adherence to traffic laws and orders?
Why are African countries still battling with 19th century diseases like Tuberculosis, filariasis, and malarial infections? Why issues of fighting cervical cancer and vaccination campaigns are treated with contempt in our societies? Why access to basic primary healthcare in Nigeria was still a luxury 50 years after Alma Ata declaration?
The questions are never-ending…
Answers to these questions could be found not in the conventional medical textbooks like Robbins/Cotrand, Davidson, or Sabiston. Answers to these questions are there on our faces. Answers to these questions are tied to the very fabric of our social life, our public institutions, our culture, and our life perspectives.
In order to make any significant contribution towards the betterment of this kind of society, it would be quite easier as an insider rather than an outsider. You can’t bring any positive outcome by just talking or commenting. It was rightly stated that a cat in gloves catches no mice.
The real players in a game are always better than the spectators. A player deserves accolades despite his shortcomings, frequent falls, and inability to deliver as planned theoretically. For the player has seen it all, because so many things in public life are not as they appear. It’s only when you are there that the reality becomes visible. This is the reason why many leaders who have goodwill and enjoy public support appear to have lost track or contributed insignificantly when elected or appointed into office.
But despite all these challenges, one can’t decline to do something good just because something bad might happen. The risk is worth it….
Attahir wrote from Federal University Dutse
Feature/OPED
A Healthier Future: President Tinubu’s Drive to Improve Nigerian Healthcare

By Victor Benjamin
Health is wealth,” a common adage echoing through Nigerian communities, encapsulates the fundamental importance of well-being. President Bola Tinubu’s administration appears to have taken this sentiment to heart, demonstrating a bold commitment to revolutionising Nigeria’s health sector.
Through a multi-pronged approach focused on strengthening infrastructure, upskilling manpower, and ensuring efficient healthcare delivery, the administration is signaling a new era for healthcare in Nigeria. This ambitious agenda, backed by tangible initiatives and achievements, holds the promise of a healthier and more prosperous nation.
President Bola Ahmed Tinubu’s administration has launched a comprehensive and ambitious agenda to transform Nigeria’s healthcare sector, signaling a new era of progress and commitment to the well-being of the Nigerian people. This multi-pronged approach focuses on strengthening infrastructure, upskilling the healthcare workforce, enhancing system efficiency, and addressing critical public health challenges. The administration’s actions are demonstrably moving towards a more robust and accessible healthcare system.
A cornerstone of this transformation is the aggressive expansion and upgrade of healthcare infrastructure. The federal government’s decisive action to convert the General Hospital Kumo in Gombe State into a Federal Medical Centre (FMC) is a prime example. This strategic upgrade, the second federal medical institution in Gombe, will significantly improve healthcare delivery in the Northeast region. Moreover, the upgraded Kumo FMC will serve as a teaching hospital for the Federal University of Kashere and Lincoln University, Kumo, contributing to the crucial training of future medical practitioners.
Furthermore, the administration is committed to dramatically increasing the number of functional Primary Healthcare Centres (PHCs) from 8,809 to over 17,600 by 2027. This expansion aims to bring quality healthcare closer to communities, particularly in underserved areas. To support this, the Basic Health Care Provision Fund (BHCPF) is being redesigned to provide more Direct Facility Funding to healthcare facilities, increasing from N300,000 to N600,000-N800,000 per quarter. The federal government has also identified 577 primary healthcare centres for immediate revitalization, indicating a focused and actionable plan.
Recognising that a strong healthcare system relies on a skilled workforce, President Tinubu has prioritised investment in human resources for health. The approval of 774 National Health Fellows, selected from each local council, aims to foster sustained improvements and cultivate future healthcare leaders. The administration has also set out to train 120,000 frontline health workers over 16 months, with 40,240 already trained, addressing critical manpower gaps in PHCs.
Additionally, the enrolment capacity of accredited nursing and midwifery institutions is being increased to meet the growing demand for healthcare professionals. A community health programme is being redesigned to create 126,000 jobs for community health workers, extending essential health services to remote and underserved communities.
Strengthening healthcare systems and efficiency is another critical aspect of the administration’s agenda. The Nigeria Health Sector Renewal Investment Initiative (NHSRII), launched in December 2023, serves as a strategic blueprint to improve population health outcomes through primary healthcare and enhance reproductive, maternal, and child health services.
The National Primary Health Care Development Agency (NPHCDA) is developing a three-year digitalisation agenda, encompassing facility functionality, supply chain management, financial management, and the community health information system.
This initiative promises improved efficiency and data-driven decision-making. Nigeria’s active participation in the Collaborative Active Strategy (CAS) further streamlines health campaigns and strengthens the overall health system.
Addressing critical health challenges is also a priority. First Lady Senator Oluremi Tinubu’s strong advocacy campaign against tuberculosis (TB), declaring it a health emergency and committing an additional N1 billion through the Renewed Hope Initiative, highlights the administration’s focus on tackling significant public health issues. The nationwide rollout of HPV vaccination, with over 12 million girls vaccinated, demonstrates a proactive approach to preventive healthcare.
The international community has recognised the administration’s commitment. The World Bank has approved $1.57 billion to support the health sector in Nigeria, focusing on strengthening human capital through better health for women, children, and adolescents. This significant financial support underscores the global confidence in the administration’s vision and execution.
President Tinubu’s comprehensive health agenda promises substantial benefits for the Nigerian populace. Foremost, it aims to drastically improve access to quality healthcare, particularly at the primary level, ensuring that even remote communities receive essential medical services.
This is complemented by a concerted effort to build a more robust and better-trained healthcare workforce, effectively addressing critical manpower shortages and ensuring adequate staffing across facilities. Simultaneously, the administration is focusing on strengthening healthcare infrastructure and equipment, upgrading existing facilities and constructing new ones to provide healthcare providers with necessary resources.
Furthermore, the agenda prioritises the creation of more efficient and transparent healthcare systems through digitalisation and improved financial management, streamlining processes and optimising resource allocation. Crucially, it demonstrates a strong commitment to tackling critical public health issues, such as tuberculosis and immunisation, through focused attention and targeted interventions. These multifaceted efforts collectively pave the way for a healthier nation, enhancing the overall well-being of the Nigerian people.
This comprehensive approach underscores President Tinubu’s understanding of the critical role of a strong healthcare system in national development. By prioritizing infrastructure, workforce development, system efficiency, and targeted interventions, the administration is laying the foundation for a healthier and more prosperous Nigeria. This narrative presents a compelling story of progress and commitment in the Nigerian health sector, marking a significant step towards a brighter future for the nation’s healthcare.
Victor Benjamin is the West/South South Director for Young Professionals for Tinubu (YP4T)
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