A Public Relations Evaluation and Measurement expert, Philip Odiakose, has called on African artists and brands to always see major global events as a PR opportunity to optimize and align with their long-term communications objectives.
Odiakose made the call in a paper, tagged: ‘Leveraging the Kendrick Lamar Blueprint: How African Artists & Brands Can Maximise Global PR Impact’.
Citing the huge conversations around Kendrick Lamar’s presence at the Super Bowls across the traditional and digital media, the Chief Media Analyst at P+ Measurement Services, noted that one of the biggest takeaways of such presence was the deliberate storytelling approach adopted.
“He was not just performing; he was communicating a narrative,” he stated.
Odiakose urged African artists and brands to be intentional about their messaging when engaging global platforms.
He believed media intelligence specialists can help track how narratives evolve, what themes resonate with audiences, and how to pivot them when necessary.
The PR Evaluation expert, however, expressed regrets that many African brands still continue to struggle with post-event PR impact analysis, often focusing solely on momentary buzz, without extracting long-term insights from media data.
He explained that the concept of “The Kendrick Lamar Effect” is about leveraging credibility, cultural influence and performance metrics to sustain media momentum beyond a single event.
The P+ Measurement Services boss therefore urged African PR professionals to learn from this by ensuring that every global engagement translates into measurable brand equity.
“This means that artists, influencers, and corporate brands must work with media intelligence teams to quantify their impact, benchmark against industry standards, and ensure PR campaigns are not just reactive but proactive,” he stated.
According to him, the vital lesson from Lamar’s Super Bowl impact is the role of multi-channel amplification.
He believed that besides the performance, the true media influence was built through post-event interviews, media engagement, and collaborative content syndication.
Odiakose, therefore, called on African PR teams to adopt an omnichannel approach to PR execution, to ensure media exposure is not short-lived.
This, he argued, requires a strategic mix of traditional media placements, influencer partnerships, and digital storytelling; adding that in PR measurement, analysing which media channels drive the highest conversion rates and ensure that communication strategies are data-driven rather than intuition-based are very critical.
Odiakose, however, identified lack of structured measurement frameworks that tie media exposure to business or career objectives as one of the challenges many African entities face.
He, therefore, stressed the need for PR measurement to step in to address the knowledge gap and bridge the disconnect.
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