A Public Relations measurement specialist, Philip Odiakose, has identified robust measurement and evaluation as essential for demonstrating value, enhancing the credibility of PR and driving sustainable growth in a country such as Nigeria where the PR industry faces unique challenges and opportunities.
Odiakose, who is the Chief Media Analyst at P+ Measurement Services, in a paper, argued that measurement and evaluation are crucial for showcasing the tangible value and return on objectives (ROO) of PR activities.
He added that since a number of clients and stakeholders in Nigeria often view PR as an intangible service, with unclear benefits, effective measurement and evaluation frameworks allow PR professionals to link their efforts directly to organisational goals.
Such goals, he stated, include increased brand awareness, improved reputation and heightened customer engagement.
“This substantiation of contributions is vital for securing greater investment and trust from clients and stakeholders.
“Take, for instance, the case of a leading Nigerian telecommunications company that launched a nationwide campaign to promote its new data plans. Through meticulous measurement and evaluation done by the team at P+ Measurement Services, the brand was able to demonstrate a 25 percent increase in customer inquiries and a 15 percent rise in subscriptions within three months.
“These results, backed by data, convinced the company’s leadership of the campaign’s success and justified further investment in PR initiatives. This example highlights the importance of measurement and evaluation in providing concrete evidence of PR’s impact on business outcomes,” he argued.
Odiakose also sees enhancing credibility and accountability as another significant benefit of measurement and evaluation, noting that credibility remains paramount, especially in Nigeria’s competitive market.
and then