There is a quiet revolution happening in public relations, and no, it is not another rebrand of “storytelling.”
It is about moving past the era of PR reports that rely on vibes, assumptions, or a really slick PowerPoint.
The stakes are higher now. Clients, boards, and stakeholders want more than good feelings—they want evidence.
And that is where The Science of Public Relations: A Comprehensive Guide to Measurement and Evaluation comes in.
Penned by Philip Odiakose, a respected global figure in PR measurement and evaluation, this isn’t just a book, it is a strategic intervention.
A hardbound answer to the industry’s long-standing cry for clarity and credibility. It brings structure where there is been subjectivity, and offers frameworks in place of frantic post-campaign justifications. It is the guide many didn’t realize they needed—until now.
This book doesn’t just talk about the importance of measuring outcomes, it shows you how. From setting measurable objectives to evaluating impact and translating PR results into boardroom language, it brings AMEC-aligned framework into real-world practice, without sounding like a lecture from a dusty academic journal.
Let us be honest, PR professionals across Africa and globally have done incredibly well with what they have had. But we have also spent too many hours trying to translate “awareness” into something that sounds like ROI. It is time to upgrade the toolkit.
That is why this book is already making its way into serious boardrooms, classrooms, and certification discussions. It is what public relations licensing bodies like PRISA (South Africa), NIPR (Nigeria), PRSK (Kenya), APRA (Pan-African), and PRCA (UK & MENA) should be eyeing—not as a “nice-to-have,” but as a necessary step to modernize the profession.
Whether you are defending budget lines in Cape Town, evaluating stakeholder sentiment in Nairobi, or teaching future practitioners in Accra, this book equips you with what you need to be taken seriously—not just by clients, but by CFOs, and skeptical board members who ask, “So… what did we really get from this campaign?”
It is also a call to academia. Mass communication and PR departments should make this required reading, because PR isn’t just about creativity anymore.
It is about demonstrating impact, managing perception, and influencing outcomes with evidence, not just instinct.
So if you are part of a professional body or academic institution that wants to stay ahead, this is your moment. Time to champion a new standard that moves the profession forward.
Time to offer your members and students more than models from the 1980s. Time to retire the clippings gymnastics.
There is no glitter, no spin, just a well-researched, globally relevant guide for the next generation of credible, confident communicators.
Because in 2025, success in PR should no longer be a mystery. It should be measured.
*Anthony Elikene, ANIPR, IAAPA, is a thought leader in the public relations industry and a marketing communications professional. A Member of the Nigerian Institute of Public Relations (NIPR).
