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
The Future of Payments: Key Trends to Watch in 2025
By Luke Kyohere
The global payments landscape is undergoing a rapid transformation. New technologies coupled with the rising demand for seamless, secure, and efficient transactions has spurred on an exciting new era of innovation and growth. With 2025 fast approaching, here are important trends that will shape the future of payments:
1. The rise of real-time payments
Until recently, real-time payments have been used in Africa for cross-border mobile money payments, but less so for traditional payments. We are seeing companies like Mastercard investing in this area, as well as central banks in Africa putting focus on this.
2. Cashless payments will increase
In 2025, we will see the continued acceleration of cashless payments across Africa. B2B payments in particular will also increase. Digital payments began between individuals but are now becoming commonplace for larger corporate transactions.
3. Digital currency will hit mainstream
In the cryptocurrency space, we will see an increase in the use of stablecoins like United States Digital Currency (USDC) and Tether (USDT) which are linked to US dollars. These will come to replace traditional cryptocurrencies as their price point is more stable. This year, many countries will begin preparing for Central Bank Digital Currencies (CBDCs), government-backed digital currencies which use blockchain.
The increased uptake of digital currencies reflects the maturity of distributed ledger technology and improved API availability.
4. Increased government oversight
As adoption of digital currencies will increase, governments will also put more focus into monitoring these flows. In particular, this will centre on companies and banks rather than individuals. The goal of this will be to control and occasionally curb runaway foreign exchange (FX) rates.
5. Business leaders buy into AI technology
In 2025, we will see many business leaders buying into AI through respected providers relying on well-researched platforms and huge data sets. Most companies don’t have the budget to invest in their own research and development in AI, so many are now opting to ‘buy’ into the technology rather than ‘build’ it themselves. Moreover, many businesses are concerned about the risks associated with data ownership and accuracy so buying software is another way to avoid this risk.
6. Continued AI Adoption in Payments
In payments, the proliferation of AI will continue to improve user experience and increase security. To detect fraud, AI is used to track patterns and payment flows in real-time. If unusual activity is detected, the technology can be used to flag or even block payments which may be fraudulent.
When it comes to user experience, we will also see AI being used to improve the interface design of payment platforms. The technology will also increasingly be used for translation for international payment platforms.
7. Rise of Super Apps
To get more from their platforms, mobile network operators are building comprehensive service platforms, integrating multiple payment experiences into a single app. This reflects the shift of many users moving from text-based services to mobile apps. Rather than offering a single service, super apps are packing many other services into a single app. For example, apps which may have previously been used primarily for lending, now have options for saving and paying bills.
8. Business strategy shift
Recent major technological changes will force business leaders to focus on much shorter prediction and reaction cycles. Because the rate of change has been unprecedented in the past year, this will force decision-makers to adapt quickly, be decisive and nimble.
As the payments space evolves, businesses, banks, and governments must continually embrace innovation, collaboration, and prioritise customer needs. These efforts build a more inclusive, secure, and efficient payment system that supports local to global economic growth – enabling true financial inclusion across borders.
Luke Kyohere is the Group Chief Product and Innovation Officer at Onafriq
Feature/OPED
Ghana’s Democratic Triumph: A Call to Action for Nigeria’s 2027 Elections
In a heartfelt statement released today, the Conference of Nigeria Political Parties (CNPP) has extended its warmest congratulations to Ghana’s President-Elect, emphasizing the importance of learning from Ghana’s recent electoral success as Nigeria gears up for its 2027 general elections.
In a statement signed by its Deputy National Publicity Secretary, Comrade James Ezema, the CNPP highlighted the need for Nigeria to reclaim its status as a leader in democratic governance in Africa.
“The recent victory of Ghana’s President-Elect is a testament to the maturity and resilience of Ghana’s democracy,” the CNPP stated. “As we celebrate this achievement, we must reflect on the lessons that Nigeria can learn from our West African neighbour.”
The CNPP’s message underscored the significance of free, fair, and credible elections, a standard that Ghana has set and one that Nigeria has previously achieved under former President Goodluck Jonathan in 2015. “It is high time for Nigeria to reclaim its position as a beacon of democracy in Africa,” the CNPP asserted, calling for a renewed commitment to the electoral process.
Central to CNPP’s message is the insistence that “the will of the people must be supreme in Nigeria’s electoral processes.” The umbrella body of all registered political parties and political associations in Nigeria CNPP emphasized the necessity of an electoral system that genuinely reflects the wishes of the Nigerian populace. “We must strive to create an environment where elections are free from manipulation, violence, and intimidation,” the CNPP urged, calling on the Independent National Electoral Commission (INEC) to take decisive action to ensure the integrity of the electoral process.
The CNPP also expressed concern over premature declarations regarding the 2027 elections, stating, “It is disheartening to note that some individuals are already announcing that there is no vacancy in Aso Rock in 2027. This kind of statement not only undermines the democratic principles that our nation holds dear but also distracts from the pressing need for the current administration to earn the trust of the electorate.”
The CNPP viewed the upcoming elections as a pivotal moment for Nigeria. “The 2027 general elections present a unique opportunity for Nigeria to reclaim its position as a leader in democratic governance in Africa,” it remarked. The body called on all stakeholders — including the executive, legislature, judiciary, the Independent National Electoral Commission (INEC), and civil society organisations — to collaborate in ensuring that elections are transparent, credible, and reflective of the will of the Nigerian people.
As the most populous African country prepares for the 2027 elections, the CNPP urged all Nigerians to remain vigilant and committed to democratic principles. “We must work together to ensure that our elections are free from violence, intimidation, and manipulation,” the statement stated, reaffirming the CNPP’s commitment to promoting a peaceful and credible electoral process.
In conclusion, the CNPP congratulated the President-Elect of Ghana and the Ghanaian people on their remarkable achievements.
“We look forward to learning from their experience and working together to strengthen democracy in our region,” the CNPP concluded.
Feature/OPED
The Need to Promote Equality, Equity and Fairness in Nigeria’s Proposed Tax Reforms
By Kenechukwu Aguolu
The proposed tax reform, involving four tax bills introduced by the Federal Government, has received significant criticism. Notably, it was rejected by the Governors’ Forum but was still forwarded to the National Assembly. Unlike the various bold economic decisions made by this government, concessions will likely need to be made on these tax reforms, which involve legislative amendments and therefore cannot be imposed by the executive. This article highlights the purposes of taxation, the qualities of a good tax system, and some of the implications of the proposed tax reforms.
One of the major purposes of taxation is to generate revenue for the government to finance its activities. A good tax system should raise sufficient revenue for the government to fund its operations, and support economic and infrastructural development. For any country to achieve meaningful progress, its tax-to-GDP ratio should be at least 15%. Currently, Nigeria’s tax-to-GDP ratio is less than 11%. The proposed tax reforms aim to increase this ratio to 18% within the next three years.
A good tax system should also promote income redistribution and equality by implementing progressive tax policies. In line with this, the proposed tax reforms favour low-income earners. For example, individuals earning less than one million naira annually are exempted from personal income tax. Additionally, essential goods and services such as food, accommodation, and transportation, which constitute a significant portion of household consumption for low- and middle-income groups, are to be exempted from VAT.
In addition to equality, a good tax system should ensure equity and fairness, a key area of contention surrounding the proposed reforms. If implemented, the amendments to the Value Added Tax could lead to a significant reduction in the federal allocation for some states; impairing their ability to finance government operations and development projects. The VAT amendments should be holistically revisited to promote fairness and national unity.
The establishment of a single agency to collect government taxes, the Nigeria Revenue Service, could reduce loopholes that have previously resulted in revenue losses, provided proper controls are put in place. It is logically easier to monitor revenue collection by one agency than by multiple agencies. However, this is not a magical solution. With automation, revenue collection can be seamless whether it is managed by one agency or several, as long as monitoring and accountability measures are implemented effectively.
The proposed tax reforms by the Federal Government are well-intentioned. However, all concerns raised by Nigerians should be looked into, and concessions should be made where necessary. Policies are more effective when they are adapted to suit the unique characteristics of a nation, rather than adopted wholesale. A good tax system should aim to raise sufficient revenue, ensure equitable income distribution, and promote equality, equity, and fairness.
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