A marketing communications practitioner and Managing Consultant at P+ Measurement Services and TMKG Consulting, Philip Odiakose, has stated that for Public Relations (PR) measurement culture to truly take root in the nation’s integrated marketing communications space, there must be a fervent advocacy for the adoption and integration of measurement practices into the fabric of an organisation.
Odiakose, who made this observation in a paper titled, ‘The Role of Evangelism and Education in Fostering a Healthy PR Measurement Culture,’ noted that while PR measurement has evolved from ‘a mere afterthought’ to an indispensable component of strategic communication, the pivotal role of ‘evangelism’ and education are still needed in nurturing a healthy PR measurement culture.
The pioneer of PR measurement in Nigeria stated that the advent of digitalisation and data abundance have provided access to an array of sophisticated tools and metrics that enable the impact of PR efforts to be measured appropriately unlike in the past when such was only measured by the number of press clippings or the reach of a media mention.
“However, harnessing the full potential of PR measurement requires more than just technological prowess; it demands a cultural shift within organisations,” he stated.
While calling for a fervent advocacy for the adoption and integration of measurement practices into the fabric of an organisation, Odiakose, however, believes such evangelism must begin with instilling a deep-seated belief in the transformative power of data-driven decision-making.
According to him, to enable the culture of PR measurement effectively take root, there is the need to dispel the notion that PR is an intangible art form, immune to quantification.
“Evangelism, therefore, involves educating stakeholders at all levels about the tangible benefits of measurement, from informing strategic planning to demonstrating return on objectives (ROO) and investment (ROI), when applicable. By building awareness and understanding, evangelists lay the foundation for a receptive environment where PR measurement is valued and embraced,” he added.
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