ADVERTISEMENT
TechEconomy
Friday, May 30, 2025
No Result
View All Result
  • News
  • Tech
    • DisruptiveTECH
    • ConsumerTech
      • Accessories
      • Phones
      • Laptop
      • Gadgets and Appliances
      • Apps
    • How To
    • TechTAINMENT
  • Business
    • Telecoms
      • Broadband
    • Mobility
    • Environment
    • Travel
    • Commerce
    • StartUPs
    • TE Insights
    • Security
  • Partners
  • Economy
    • Finance
    • Fintech
    • Digital Assets
    • Personal Finance
    • Insurance
  • Features
    • IndustryINFLUENCERS
    • Guest Writer
    • Appointment
    • EventDIARY
    • Editorial
  • Apply
  • TecheconomyTV
  • Techeconomy Events
  • BusinesSENSE For SMEs
  • TBS
  • News
  • Tech
    • DisruptiveTECH
    • ConsumerTech
      • Accessories
      • Phones
      • Laptop
      • Gadgets and Appliances
      • Apps
    • How To
    • TechTAINMENT
  • Business
    • Telecoms
      • Broadband
    • Mobility
    • Environment
    • Travel
    • Commerce
    • StartUPs
    • TE Insights
    • Security
  • Partners
  • Economy
    • Finance
    • Fintech
    • Digital Assets
    • Personal Finance
    • Insurance
  • Features
    • IndustryINFLUENCERS
    • Guest Writer
    • Appointment
    • EventDIARY
    • Editorial
  • Apply
  • TecheconomyTV
  • Techeconomy Events
  • BusinesSENSE For SMEs
  • TBS
No Result
View All Result
Tech | Business | Economy
No Result
View All Result
Podcast

Home ยป Bridging Theory and Practice: Integrating Measurement Education in Tertiary Curriculums

Bridging Theory and Practice: Integrating Measurement Education in Tertiary Curriculums

Measurement and evaluation are not just add-ons; they are integral to ensuring accountability, transparency, and effectiveness in PR and communication efforts, writes PHILIP ODIAKOSE:

Techeconomy by Techeconomy
January 21, 2025
in MarkTECH
0
PR measurement and Evaluation
PR measurement and Evaluation

PR measurement and Evaluation

RelatedPosts

Paystack vs Flutterwave: Two Strategies, One Problem | Which Works Best?

Paystack vs Flutterwave: Two Strategies, One Problem | Which Works Best?

May 29, 2025

MTN, PAU Select 20 Media Practitioners for MIP Cohort 4

May 28, 2025

As a public relations measurement and evaluation expert with more than a decade of experience advocating the integration of measurement and evaluation into communications and PR engagements, I have witnessed firsthand the knowledge gaps that exist in the field.

These gaps are particularly evident in how PR professionals and agencies approach measurement and evaluation.

The reality is that the acceptance and best practices of PR measurement and evaluation must start from the classroom.

This is why I strongly believe that measurement and evaluation education must be integrated into the curriculum of Mass Communications, Public Relations, and Media departments in tertiary institutions.

It is only through this structured education that we can begin to produce PR professionals who are future-ready, equipped with the technical know-how to design, measure, and evaluate campaigns effectively.

The absence of measurement and evaluation in the traditional curriculum of many institutions has created a disconnect between the theoretical knowledge taught in schools and the practical realities of the PR profession.

Most PR graduates enter the field with a strong understanding of communication strategies but little to no knowledge of how to measure the success of those strategies or how to leverage data for impactful decision-making.

Measurement and evaluation are not just add-ons; they are integral to ensuring accountability, transparency, and effectiveness in PR and communication efforts.

Without a foundational understanding of how to measure impact, PR practitioners are left to rely on outdated metrics or superficial indicators that do not reflect true campaign performance.

In this regard, I must commend institutions that have made deliberate efforts to bring real-life and practical measurement experiences into the classroom. One standout example isย Covenant Universityย in Ota, Ogun State, Nigeria.

Over the years, I have had the privilege of working with the Communications and Media Studies Department, thanks to Dr.ย Kehinde Oyesomi, who has consistently provided opportunities for her students to learn the basics of measurement and evaluation.

This hands-on approach equips students with the analytical mindset required to thrive in the PR and communications industry.

By exposing students to real-world applications of measurement, institutions like Covenant University are raising a generation of practitioners who will be better prepared to navigate the complexities of the industry.

Another commendable example is the initiative by theย NIGERIAN INSTITUTE OF PUBLIC RELATIONS, LAGOSย (Lagos NIPR), which integrated measurement and evaluation education into its curriculum in 2017. This forward-thinking move was driven by a partnership betweenย P+ Measurement Servicesย and the NIPR Lagos leadership at the time, under the chairmanship ofย Segun Mcmedal. It is encouraging to see that this initiative has been sustained by the current chairperson, Madamย Comfort Obot Nwankwo, reflecting a commitment to continuous learning and professional development. However, this effort must go beyond the Lagos chapter; it is my hope that theย Nigerian Institute of Public Relations, under the leadership ofย Dr. Ike Neliaku, will recognize the importance of adopting measurement and evaluation as an integral part of the instituteโ€™s curriculum nationwide.

Education is the foundation of knowledge and practice. In the same vein, it is the starting point for the usage, integration, and acceptance of PR measurement and evaluation as a core function within the industry.

Without education, we risk perpetuating the cycle of ignorance, where PR professionals fail to understand the value of data-driven insights and fall back on outdated or ineffective practices.

To address this, the measurement community must actively champion education as a means to bridge the gap between theory and practice.

This is why global initiatives likeย AMEC Measurement and Evaluationย Education Hub under the leadership ofย Johna Burkeย are so vital.

As a founding member of #AMECLabInitiative, I am proud to be part of a mission that focuses on skill development, career progression, and knowledge sharing within the global measurement community.

AMEC’s efforts to promote education in measurement and evaluation for public relations and communications are critical to ensuring that best practices are not only adopted but also sustained across the industry.

The value of measurement cannot be overstated. It is both the science and the art of public relations, providing a framework for accountability and a pathway to continuous improvement.

However, to achieve this, we must first address the root of the problem: the lack of formal education in measurement and evaluation.

By integrating it into the curriculum of universities and professional bodies, we are not only equipping students with the skills they need to succeed but also ensuring that the industry as a whole evolves to meet the demands of a data-driven world.

As I often say,ย โ€œEducation is the beginning, the middle, and the end of the acceptance and best practices of measurement.โ€

In conclusion, I call on tertiary institutions across Nigeria to embrace the integration of measurement and evaluation into their Mass Communications, PR, and Media curriculums.

This is not just about equipping students with technical knowledge; it is about shaping the future of the PR profession.

Measurement and evaluation are not static; they are dynamic, evolving with trends, tools, and technologies.

By embedding this education into the classroom, we are creating a pipeline of professionals who are not only skilled but also adaptable, innovative, and ready to lead.

The future of PR measurement and evaluation lies in education, and it is up to us as practitioners, educators, and industry leaders to ensure that this foundation is built strong and sustained for generations to come.

Brands, Pitching media monitoring by Philip Odiakose
Advertisements
MTN ADS
*Philip Odiakoseย is a leader and advocate of PR measurement, evaluation and media monitoring in Nigeria. He is also the Chief Media Analyst atย P+ Measurement Services,ย a member ofย AMEC,ย NIPRย and AMCRON

Loading

0Shares
Tags: #AMECLabInitiativeAMEC Measurement and EvaluationEducation HubEvaluationJohna BurkePhilip OdiakosePR Measurement
Previous Post

Olam Agri and GIZ Sign MoU to Scale Up Sustainable Development in Global Agriculture and Food

Next Post

Tinubu Appoints Zahrah Mustapha Audu DG PEBEC

Techeconomy

Techeconomy

Related Posts

Paystack vs Flutterwave: Two Strategies, One Problem | Which Works Best?
MarkTECH

Paystack vs Flutterwave: Two Strategies, One Problem | Which Works Best?

by Joan Aimuengheuwa
May 29, 2025
0

Both companies are working to fix the same broken pipe, just with different sets of tools and philosophies

Read more
MTN X MIP Cohort 4

MTN, PAU Select 20 Media Practitioners for MIP Cohort 4

May 28, 2025
MTN Most admired Brand

MTN Named #1 Most Admired African Brand

May 27, 2025
Prof. Ojo Ademola Emmanuel photograph

Professor Ojo Emmanuel Ademola – A Trailblazer in Digital Journalism

May 23, 2025
The Science of Public Relations

BOOK Launch: โ€œThe Science of Public Relationsโ€ by Philip Odiakose Now Available

May 23, 2025
Has Bigi Cola Finally Dented Coca-Colaโ€™s Stronghold in Nigeria?

Has Bigi Cola Finally Dented Coca-Colaโ€™s Stronghold in Nigeria?

May 22, 2025
Next Post
Zahrah Audu

Tinubu Appoints Zahrah Mustapha Audu DG PEBEC

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

I agree to the Terms & Conditions and Privacy Policy.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Techeconomy Podcast

Techeconomy Podcast
Techeconomy Podcast

Infowave is brought to you by TechEconomy. Every week we will bring new stories from startups and influencers who are shaping and changing the world we live in. We’ll also bring you reports on topics you should know.

Follow us @techeconomyng for more.

TECH TALK EPISODE 2
byTecheconomy

PRODUCTIVITY AND WORK-Life Balance

TECH TALK EPISODE 2
TECH TALK EPISODE 2
May 22, 2025
Techeconomy
CYBERSECURITY ESSENTIALS
April 24, 2025
Techeconomy
Digital Marketing Trends and strategies for 2025 and beyond
February 27, 2025
Techeconomy
Major Lesson for Techies in 2024 and Projections for 2025
December 6, 2024
Techeconomy
Major Lessons for Techies in an AI-Driven World | Techeconomy Business Series Highlights
November 26, 2024
Techeconomy
Maximizing Profitability Through Seasonal Sales: Strategies For Success
November 8, 2024
Techeconomy
Techeconomy Business Series
October 15, 2024
Techeconomy
PRIVACY IN THE ERA OF AI: GETTING YOUR BUSINESS READY
May 30, 2024
Techeconomy
Unravel the Secrets of Marketing Everywhere All At Once with Isaac Akanni from Infobip | Infowave Podcast Episode 1
February 9, 2024
Techeconomy
The Role of Ed-tech in Life Long Learning and Continuous Education
October 19, 2023
Techeconomy
Search Results placeholder

WHAT IS TRENDING

https://www.youtube.com/watch?v=g_MCUwS2woc&list=PL6bbK-xx1KbIgX-IzYdqISXq1pUsuA4dz

Follow Us

  • About Us
  • Contact Us
  • Careers
  • Privacy Policy

ยฉ 2025 Techeconomy - Designed by Opimedia.

No Result
View All Result
  • News
  • Tech
    • DisruptiveTECH
    • ConsumerTech
      • Accessories
      • Phones
      • Laptop
      • Gadgets and Appliances
      • Apps
    • How To
    • TechTAINMENT
  • Business
    • Telecoms
      • Broadband
    • Mobility
    • Environment
    • Travel
    • Commerce
    • StartUPs
    • TE Insights
    • Security
  • Partners
  • Economy
    • Finance
    • Fintech
    • Digital Assets
    • Personal Finance
    • Insurance
  • Features
    • IndustryINFLUENCERS
    • Guest Writer
    • Appointment
    • EventDIARY
    • Editorial
  • Apply
  • TecheconomyTV
  • Techeconomy Events
  • BusinesSENSE For SMEs
  • TBS

ยฉ 2025 Techeconomy - Designed by Opimedia.

Translate ยป
This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.