Feature/OPED
Top PR Measurement Moment in Nigeria 2019

The PR Measurement Moment in Nigeria, is an annual report that reflects the activities, engagement, education and growth that occur in the PR Measurement space in the Nigeria Market.
The measurement and evaluation drive in the Nigeria space has been one that is rapidly evolving, and one of which P+ Measurement Services is at the forefront of pushing and educating its key sectors.
To this end, the agency in the year 2019, embarked on a series of educational programs and events to sensitize key players in the various sectors on the acceptance and implementation of Measurement & Evaluation in a PR and Communications program.
Below are the top remarkable measurement moments in Nigeria.
Public Relations Measurement awareness in Nigeria grew from 54 percent in 2018 to 65 percent in 2019, with 45 percent usage of PR Measurement and Evaluation. That is, there was a significant & positive shift in the adoption of Measurement and Evaluation amongst various sectors.
There was series of industry discourse on the essence of tackling Crisis Management with the right metrics and attitude which begins and ends with Measurement and Evaluation. It has already gained grounds on the international stage and gradually gaining ground in Nigeria.
The M & E industry in Nigeria recorded a highly remarkable increase in the engagement of PR measurement consultants by brands and PR agencies, which can be attributed to the continuous education program through MATE+. A Measurement & Evaluation educational program initiated by the industry’s fast-growing and leading agency, P+ Measurement Services.
P+ Measurement Services and the Lagos State Chapter of the Nigerian Institute of Public Relations entered into partnership as the agency became the Official Media Monitoring and Evaluation Agency for the Chapter.
P+ Measurement Services was adjudged “Best Media Monitoring and Measurement Agency in Nigeria” at the 13th edition of the Nigeria Media Nite Out Awards. An award that celebrates excellence.
Out of the burning desire to continually educate PR professionals and practitioners in various sectors in Nigeria, P+ Measurement Services engaged Heads of Communications and Directors at the NIPR Conference in Uyo and also at the Digital PR Summit in Lagos state on the importance of measurement and evaluation in business growth and also to justify the return on investment.
In the relentless quest for excellence and innovation in improving the overall process, P+ Measurement Services launched Nigeria’s first Broadcast Advert Analytics Audit Report. This report helps brands interpret their TV and radio advert compliance reports.
November 22, 2019, Nigeria’s leading Independent PR measurement and evaluation agency hosted the AMEC Measurement Month in Nigeria for the 4th time and which was also a first time live event bringing together renowned experts, and it was also recorded as part of the agency’s PR measurement education program.
P+ Measurement Services continued the campaign on brand adopting Independent measurement and evaluation agencies in Nigeria and the need for PR agencies to stop marking their own homework, the reason being that media analysis conducted by any organization of its own work lacks independence and objectivity.
‘We intend to grow the awareness of good PR measurement in Nigeria and its application to 75% in 2020’ and also debunk the myth that Public relations cannot be measured,’ Philip Odiakose, Lead Consultant, P+ Measurement Services.
Feature/OPED
Na 2027 We Go Chop?

By Tony Ogunlowo
All the talk in the political arena, right now, is about the elections in 2027, two years away: how Tinubu is going to win a second term in office or how a coalition fronting Peter Obi or Atiku is going to unseat him.
The year 2027 is still a good two years away and what the President was [supposedly] elected to do in his first term he hasn’t even scratched the surface of it apart from indulging in the usual blame-game on his predecessor, complaining about lack of funds and presiding over party-in fighting. Just like Nero played the fiddle while Rome burned he still manages to go on long foreign holidays oblivious to what is going on in the country.
Politicians in Nigeria seem to forget, very quickly, why they were voted into office in the first place: they are there to serve the needs of the people, not to enrich themselves, legally or illegally, not to make a name for themselves and certainly not to ignore the needs – and security – of the people who voted them into power.
The average politician is of “…anywhere belle face…”, which is to say for me, me and myself: no morals, no principles and no integrity. They jump ship quite often and ‘if ‘lagbaja’ is paying then I’m joining his party’ which will explain the mass exodus of governors, senators and other politicians decamping to the ruling APC party, risking the nation fast becoming a one-party state.
As we’ve seen from history one-party states don’t work: it only promotes corruption, inefficiency and cronyism. The old USSR collapsed for the simple reason the party fat cats were more concerned about maintaining their bourgeoisie lifestyles than looking after their people: they forgot what they were there for. The same is happening in Nigeria now.
How much does a ‘congo’ of rice or garri cost? Or a tray of eggs? How much does it cost to fill up your car tank, if you can? Or how much is your electricity bill, even though you didn’t get any power? And what about security? What’s to say you won’t be robbed, kidnapped or killed tomorrow when you are out and about? This and a multitude of other problems is what is happening on the streets of Nigeria on a daily basis. Of course, the high and mighty and politicians live in their high walled private estates with fresh food flown in from abroad weekly, armed guards to watch over them and totally oblivious to what’s going on around them.
There has been no improvement on the situation and things are only getting worse. Sadly, the only thing on your average politician’s mind is how he/she is going to get re/elected in 2027 by crook or by hook and they got a slew of PR experts and marketing gurus to come up with new campaign slogans and a basket-full of promises they’ll never fulfil. In a sane climate if a politician is doing the job he was elected to do to the people’s satisfaction, in the first place, he wouldn’t have to worry about re-election: the people would vote him in willingly.
When you’re employed by a company, for instance, you’ll be subject to weekly, monthly or quarterly assessments by your immediate superior. You are expected to hit certain targets and if your performance falls below what is expected of you you’ll be fired! Why can’t the same rule apply to our politicians? If you don’t do what we expect from you, you are out at the next election. Performance is the key word here and this is how it should be. But come the next election and the starving, belittled, abused, unemployed, sick and endangered people will still vote for the incumbent President despite the fact he’s done nothing proactively to turn things around in his first term, as his predecessor did nothing and as his predecessor did nothing…should I continue to go backwards in time? People seem to have a very short memory until the hardship kicks in.
The Chinese say “..a journey of a thousand miles begins with a single step..”, Nigeria’s problems, as gargantuan as they are, can only end when politicians put their selfish interests aside and make a conscious effort to start changing things, a step at a time. Start with tackling the high cost of living. Remember a hungry man is an angry man. Try by making the basic things in life such as food, fuel and electricity affordable: empty promises don’t fill a hungry man’s stomach it only fuels dissent.
And the people have themselves to blame too, why vote in a person who’s going to do nothing for four years and vote him in again?
Itsbeggar’s belief.
So why all the politicians are fretting about themselves, stabbing each other in the back in an attempt to get re-elected, I simply ask ‘na 2027 we go chop?’(-if only it were possible!). Very soon the slogan ‘ebi pa wa o’(we are hungry) will become the new national anthem hopefully forcing politicians to forget their obsession with the 2027 elections and do something….perhaps!
You can follow Tony Ogunlowo on Twitter: @Archangel641 or visit http://www.archangel641.blogspot.co.uk
Feature/OPED
Of Mandate Group, Delta Unity Group and Delta 2027

By Jerome-Mario Utomi
The April 12, 2025, defection of members of the Delta Unity Group (DUG) to the All Progressive Congress (APC) signposts a major political shift in Delta’s politics.
Pundits believe that the Peoples Democratic Party (PDP) which presently controls the state needs a miracle to win Delta’s 2027 governorship election given the massive haemorrhage that has hit it. Essentially, the over 10,000 members of the DUG and their supporters who defected to the APC were made up of seasoned grassroots PDP chieftains.
The defectors were received by the National Chairman of the All-Progressive Congress (APC), Mr Abdullahi Umar Ganduje, Governor Monday Okpebholo of Edo State, and the Chairman of the Governing Board of the Niger Delta Development Commission (NDDC), Mr Chiedu Ebie, alongside other notable political figures in Delta State.
So far, Deltans are enamoured by the significant political shift with many describing the development as a political earthquake which was long overdue. Because of its grassroots orientation, political analysts have likened the DUG to the Mandate Group, an independent political pressure group that midwifed the election of Mr Bola Tinubu, now President, as Lagos State Governor in the late 1990s.
In the run up to the 2023 presidential election, among so many objectives, the group was primed and positioned to defend President Tinubu’s mandate and promote democracy, unity, justice, and liberty in Nigeria, mobilize support for him and Vice President Kashim Shettima’s administration, Promote Unity and Justice: Foster national unity, justice, and liberty for all Nigerians among others.
The Mandate Group which has established structures in all 36 states, with plans to launch state chapters and currently have 580,000 members in Lagos and aim to reach 40 million members nationwide within the next 12 months, targets various segments of society, including: Students, Workers, Artisans, Teachers, Fishermen, Farmers and Women.
In like manner, the DUG has emerged as a third force in Delta State politics. Although it is not a new body, it has, over the years, been quietly bestriding Delta’s political landscape for the good of the state. Call it a third force in the politics of Delta State, and you won’t be wrong because, from all ramifications, that is what DUG represents.
DUG is by no means a political party, but, as the name implies, it is a Delta State based political pressure group convened a few years ago by the selfless, foresighted and influential trio of Mr Olu-Tokunbo (Lulu) Enaboifo, Mr Chiedu Ebie and Sir Itiako (Malik) Ikpokpo.
Their aim and dream were to establish a political pressure group with an agenda to modernize Delta State and also serve as the brain box of the campaign platform of Olorogun David Edevbie, who was vying for the governorship candidate of PDP towards the 2023 gubernatorial election.
Even though the aspiration ended with the Supreme Court ruling in favour of Governor Sheriff Oborevwori of Delta State, the DUG remained a strong force that started building gradually on the dream of a modernized Delta State. DUG has an organizational structure of 17 National Executive Council members, a Board of Trustees, and Local Government Executives in all the 25 local governments in Delta State, with Ward Executives in all the wards across Delta State, DUG is deeply rooted in the grassroots of Delta State with its cell-like structures.
Prior to the 2023 election, a wing of DUG, at the Obinoba Declaration, crossed over to APC, where the APC governorship candidate, Mr Ovie Omo-Agege, described them as the intelligent wing of PDP.
The group significantly made a huge difference in the 2023 general elections in Delta State. The DUG members in the Delta North Senatorial District, at that point in time, remained with PDP and after full deliberation and strategizing, opted to support the candidature of the APC governorship candidate and all other candidates of APC, even though they had not formally left the PDP. Consequently, most of them were either suspended or cast away by PDP after the elections.
It was easy to blend and work harmoniously with the progressives due to the progressive mindset of DUG members. After the 2023 general elections in Delta State, DUG members of Ika Federal Constituency continued to align and work closely with the APC to strengthen the party and ensure that it is properly positioned to convert the Ika Federal Constituency to an APC constituency come 2027.
To the glory of God, President Tinubu found DUG’s co-founder/convener, Mr Ebie, fit to chair the Governing Board of the NDDC in 2023. This further gave the DUG more vigor to project the Renewed Hope Agenda of the progressive governance of Mr President. Following this appointment, Ika Federal Constituency became the heartbeat of DUG in Delta State, which has now radiated positively to Ndokwa/Ukwuani and Aniocha/Oshimili Federal Constituencies in Delta North.
This wave, which has led to the massive decamping of members of PDP and the Labour Party into DUG in preparation for absorption into the APC, has also witnessed the reactivation of some dormant APC ambers and the massive welcoming of previously non-partisan and newly retired civil servants into the APC, having witnessed the positive impact of the Renewed Hope Agenda of Mr. President.
Because the group was fully poised for the reconfiguration of Delta State in the progressive fold of the APC, it is therefore, not surprising to witness the humongous crowd that emptied into APC on 12th day of April, 2025 in Agbor, Ika Federal Constituency, Delta State.
Going by the above development, it is obvious that come 2027, Ika nation in particular and Deltans in general shall witness the dethronement of People’s Democratic Party, PDP, in the state and enthronement of a people focused leadership to be formed by the All Progressive Congress, APC, in line with President Bola Ahmed Tinubu’s Renewed Hope Agenda.
Utomi, a media specialist, writes from Lagos, Nigeria. He can be reached via [email protected]/
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.
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