Imagine this: You are a PR professional, swamped with idea conceptualization, media engagements, stakeholder engagement, press releases, client approvals, and a never-ending to-do list.

Suddenly, a message pops up from your client:

“Hey, did you see this negative news about us?”

Your heart skips a beat. Your face? A mix of confusion and dread. You check your media monitoring alerts—nothing.

You scramble through Google—there it is. And then it hits you: your client found this before you did. The unspoken words in that message?

“Aren’t you supposed to be on top of this?”

Now, before you hang me for stating the obvious, let me explain.

I have spent over a decade working with multiple media monitoring tools—some great, some just there, and some that make you question life choices.

And let me tell you, no tool is built to single-handedly protect PR professionals from one of their worst nightmares: missing negative news before the boss or client finds it first. Don’t get me wrong—automated media monitoring tools do what they were designed to do.

They churn out reports, track keyword mentions, and alert you when your brand name pops up somewhere.

But they don’t think. They don’t prioritize what truly matters in near real-time. And if you work in PR, you know that one missed crisis can undo months—even years—of hard work.

Here is where human-curated media monitoring comes in. This isn’t about throwing away your monitoring tool—it is about adding brains to the machine.

Human analysts sit behind these tools, filtering through the noise, spotting what really matters, and making sure the most critical updates land on your desk before your client or boss finds them. It is not just about negative news.

Human-curated services catch things automated tools often miss—like a journalist misspelling your CEO’s name, your logo being used incorrectly, or a miscaptioned photo that could cause PR damage.

An algorithm won’t flag these nuances, but a trained analyst will. And that is the difference between knowing about a problem and managing it before it spirals into a full-blown crisis.

One of the worst situations I have seen? A client forwarding negative news to their PR agency before the agency had even caught wind of it. Now, we all know the unspoken words that follow when that happens:

“This doesn’t look good for you.”

It is enough to make you break out in a cold sweat! The real issue here isn’t just the tool you are using; it is about how that tool is supported by human intelligence. No media monitoring tool currently on the market filters out just the negative news and plants it right in front of your face.

They all do the same thing: send you alerts about your brand stories, whether positive, negative, neutral, or balanced.

The tools, after all, were programmed to work this way, and it is not their fault. The pain point arises when PR pros have to sift through all that noise to get to what really matters.

Let me share a personal experience. During my first competitive pitch as the founder of P+ Measurement Services , we were invited to pitch to a well-known tobacco company.

Now, there were three other agencies competing—one local and two international media monitoring agencies. Yes, we won that pitch, and the feedback was humbling. The client said,

“We are looking for an agency that will be humanly responsible to keep an eye on our brand in the media as our media watchdog and provide us with local media intelligence to drive our communications and PR engagement.”

Fast forward seven years, and we are still providing that service to the same client and more. What was the differentiator?

We used tools, yes, but it was the human support behind the tools that provided invaluable media monitoring, intelligence, and analytics.

Beyond just detecting negative news, these human analysts can identify subtle nuances that automated tools often miss—like spelling errors in a brand’s name, the incorrect use of a CEO’s image, a miscaptioned photo, or even the wrong logo used in a major publication. Imagine the embarrassment when your boss flags a wrong spelling of the company name, and you, the PR professional, missed it.

The automated tools are not designed to catch these kinds of errors, and it is unfair to blame them when they don’t.

But human-curated services? They go above and beyond to ensure these mistakes are flagged and addressed before they turn into PR disasters.

So, the next time you are reviewing your PR budget to include media monitoring, ask yourself:

• Who will make my job easier—just a media monitoring tool or a media intelligence partner that ensures I sleep better at night?
• Who will I hold accountable if a negative story slips through the cracks while I am in function or having my lunch or a dinner with my spouse?
• Will a tool catch that tiny but costly brand name error before my boss does?
• When a crisis brews, do I want automated alerts—or real intelligence that helps me act fast?

The choice is clear. While AI and automation are great, human intelligence is what truly saves PR professionals from their worst nightmares.

And trust me, in this industry, peace of mind is priceless.

*Philip Odiakose is a leader and advocate of public relations monitoring, measurement, evaluation and intelligence in Africa. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC, NIPR, AMCRON, ACIOM and Founding Member of AMEC Lab Initiative

It allows businesses to identify how often they are mentioned across various platforms, providing insights that help in shaping future communication strategies.

However, many brands fail to understand that even the most advanced media monitoring tools have their limitations, particularly when it comes to tracking mentions on websites with low Search Engine Optimization (SEO) rankings.

This oversight can often lead to brands missing crucial mentions or even mistakenly blaming their media monitoring partners for perceived gaps in coverage.

Media monitoring relies heavily on the algorithms of search engines and the optimization level of the websites being monitored.

Search engines, like Google, prioritize websites with high SEO scores—meaning these sites frequently update their content, have a high volume of traffic, and feature strong keyword integration.

As a result, articles and mentions from highly-ranked websites appear quickly and are easily picked up by monitoring tools. Conversely, websites with low SEO rankings—often smaller or niche news blogs—may have their content buried or delayed in the visibility spectrum, causing challenges for media monitoring agencies trying to track every mention of a brand.

The dynamics of SEO can significantly affect how media monitoring tools pick up brand mentions. Many low-SEO websites do not adhere to the best practices of search engine optimization; they may lack proper meta descriptions, structured data, or sufficient backlinks—all critical factors in determining a site’s visibility on the web.

Due to these deficiencies, even if a news story is published on such a site, it might not be immediately detected by standard media monitoring tools.

This scenario is increasingly common in countries like Nigeria and other African countries where the media landscape includes a diverse array of digital platforms with varying levels of SEO sophistication.

For public relations managers and communication specialists, it is essential to understand how these algorithmic nuances can impact the detection and reporting of their brand mentions.

A real-world case study illustrates this challenge well. Recently, a leading Nigerian telecommunications company raised a query with its media monitoring agency regarding a missing brand mention on a relatively obscure news blog.

The blog had a low SEO ranking. Upon receiving the complaint, the agency swiftly acted to investigate the discrepancy. They checked their media monitoring tools, which typically sweep a wide range of websites, but still found no mention of the brand.

They proceeded with a manual search and again came up empty-handed. However, when they directly visited the news blog in question, they finally found the missing story.

The issue was not a lack of diligence or capacity on the agency’s part, but rather the low SEO ranking of the website.

Due to its low SEO, the news blog’s content was not indexed effectively by search engines, causing the media monitoring tools to miss it entirely.

This incident underscored the fact that mentions on similar low-SEO websites may not be picked up immediately after publication.

It highlighted the importance of brands understanding the limitations of media monitoring tools and the impact of SEO on content visibility.

For brands, this case study serves as a learning point: understanding the underlying algorithms that drive media monitoring can reduce unwarranted accusations and encourage a more collaborative relationship with their monitoring partners.

It also stresses the importance of maintaining a clear line of communication with agencies, understanding the technological constraints, and recognizing that while media monitoring tools are highly advanced, they are not infallible.

Ultimately, the goal is to bridge the gap between brand expectations and the capabilities of media monitoring technologies.

Brands must realize that while it is possible to optimize monitoring strategies, some challenges—like low-SEO websites—require more manual intervention and patience.

By acknowledging these limitations, brands can foster a more constructive dialogue with their media monitors, ensuring that their stories are captured as comprehensively as possible.

*Philip Odiakose is a leader and advocate of Media Monitoring, PR measurement and evaluation in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC 

The modern media landscape, characterized by the rapid dissemination of information across newspapers, websites, and social media, poses both opportunities and challenges for government officials.

This dynamic environment necessitates a robust strategy to monitor and analyze media content to stay abreast of public perceptions and concerns.

Media monitoring services provide this critical function, offering a comprehensive overview of how government actions are being perceived and discussed in the public domain.

Media monitoring services encompass the systematic tracking of media content, including news articles, online discussions, and social media posts. These services employ sophisticated tools and methodologies to capture and analyze a vast array of data, allowing government officials to gauge the tone and sentiment of public discourse.

By doing so, they provide invaluable insights into the effectiveness of government communication strategies, the reception of policies, and the prevailing public mood.

This information is essential for crafting responsive and transparent government communications, thereby fostering public trust and engagement.

A compelling case study illustrating the impact of media monitoring services involves a state government in Nigeria that sought to enhance its understanding of public sentiment and refine its communication strategies.

The state government engaged a Media Monitoring and Intelligence consultancy to support its media team in tracking and analyzing media coverage, including newspaper articles and web media content.

The consultancy’s task was to provide a detailed report reflecting the media and public sentiment surrounding the government’s initiatives and policies.

The goal was to gain a nuanced understanding of how the government was perceived and to identify areas for improvement in communication.

The consultancy conducted a comprehensive analysis, beginning with a sentiment analysis to categorize media coverage as positive, negative, or neutral.

This step was critical in assessing the overall tone of media reporting and public discussions. Following this, the consultancy performed a SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) on the media content related to the state government.

This analysis provided a deeper insight into the specific aspects of the government’s image that were being highlighted in the media, identifying both commendable actions and areas that attracted criticism.

Based on the findings, the consultancy delivered a report that included recommendations and advisory notes on how the state government’s media team could enhance their communication efforts. The report highlighted the need for targeted communication campaigns to address negative perceptions and reinforce positive narratives. For example, if the media sentiment analysis revealed criticism of the government’s healthcare policies, the consultancy recommended launching a focused campaign to showcase successful healthcare initiatives and directly address public concerns. The report also advised on the importance of proactive media engagement and transparency to mitigate the impact of negative coverage and rumors.

In this case study, the consultancy’s work demonstrated the significant role of independent media monitoring services in providing an unbiased assessment of the government’s public image.

By offering objective data and analysis, the consultancy enabled the state government to make informed decisions about its communication strategies and public engagement.

This independent perspective was particularly valuable in ensuring that the government received a clear and accurate picture of public sentiment, free from internal biases that could otherwise skew perceptions.

In conclusion, media monitoring services are an indispensable asset for governments aiming to stay informed about public sentiment and effectively manage their public image.

They offer a comprehensive and objective analysis of media coverage, providing actionable insights that can guide government communication and policy decisions.

The case study involving the state government and the Media Monitoring and Intelligence consultancy underscores the critical importance of these services in fostering responsive and transparent governance.

As the media landscape continues to evolve, the value of media monitoring services will only grow, making them an essential tool for any government committed to understanding and engaging with its citizens.

This case study highlights the broader implications for all levels of government, emphasizing the need for investment in media monitoring and intelligence services to ensure that public officials remain connected with the populace and responsive to their needs.

The insights gained through these services not only help in shaping better policies but also in building a more informed and engaged citizenry.

As governments worldwide grapple with the challenges of the information age, the strategic use of media monitoring services will become increasingly crucial in navigating the complex landscape of public opinion and media influence.

The Writer:

Philip Odiakose is a leader and advocate of Media Monitoring, PR measurement and evaluation in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC 

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In today’s media landscape, the ability to monitor and analyze media coverage is crucial for brands seeking to stay ahead of the competition and maintain their reputation.

However, the sheer volume and diversity of media sources, coupled with the ever-evolving nature of communication channels, present significant challenges for effective media monitoring.

As the Chief Media Analyst at P+ Measurement Services, a leading Media Monitoring and Intelligence consultancy, I have firsthand experience in navigating these complexities.

In this article, I will share key strategies for successfully gathering brand media intelligence amidst the intricacies of modern media environments.

1. Define Clear Objectives:

Before diving into media monitoring, it is essential to establish clear objectives aligned with your brand’s goals.

Whether it is tracking brand mentions, monitoring competitor activities, or assessing public sentiment, defining specific objectives will guide your monitoring efforts and ensure relevance and effectiveness.

2. Select Relevant Media Sources:

Identifying the most relevant media sources for your brand is paramount. This includes traditional outlets such as newspapers, magazines, out-of-home, and television, as well as digital platforms like social media, blogs, forums, and online news sites.

Understanding where your target audience consumes information will help prioritize monitoring efforts and capture meaningful insights.

3. Harness the Power of Technology:

In today’s digital age, manual media monitoring is no longer sufficient. Leveraging advanced technologies, such as AI-powered media monitoring tools, can significantly enhance efficiency and accuracy.

These tools can automate data collection, filter out irrelevant content, and provide deeper insights into media coverage, enabling you to focus on strategic analysis and decision-making.

4. Monitor Across Channels and Languages:

With the globalization of media, brands must monitor coverage across multiple channels and languages to capture a comprehensive view of their reputation and market presence.

This requires a multi-faceted approach that considers regional nuances, cultural differences, and linguistic variations. Partnering with a media monitoring provider with global reach and language capabilities can facilitate this process and ensure thorough coverage.

5. Stay Agile and Adaptive:

Media landscapes are dynamic and constantly evolving, requiring brands to remain agile and adaptive in their monitoring strategies.

Regularly review and refine your monitoring parameters, adapt to emerging trends and technologies, and be prepared to pivot quickly in response to changing circumstances. This agility will enable you to stay ahead of the curve and proactively manage your brand’s reputation.

6. Integrate Data Analysis and Actionable Insights:

Gathering data is only the first step; the real value lies in the analysis and interpretation of that data. Translate raw media data into actionable insights that inform strategic decision-making and drive positive outcomes for your brand.

Whether it is identifying emerging trends, addressing potential crises, or optimizing communication strategies, effective data analysis is the cornerstone of successful brand media intelligence gathering.

7. Embrace Continuous Learning and Improvement:

Media monitoring is a dynamic field that requires continuous learning and adaptation. Stay abreast of industry trends, best practices, and emerging technologies through ongoing training, networking, and collaboration with industry peers.

By embracing a culture of continuous improvement, you can ensure that your media monitoring efforts remain effective and relevant.

In conclusion, navigating the complexities of media monitoring requires a strategic and holistic approach that encompasses clear objectives, relevant media sources, advanced technologies, cultural sensitivity, agility, actionable insights, and a commitment to continuous learning.

By adopting these strategies and leveraging the expertise of a reputable media monitoring partner like P+ Measurement Services, brands can gather meaningful intelligence, protect their reputation, and drive success in today’s competitive marketplace.

*Philip Odiakose is the Chief Media Analyst and Managing Consultant at P+ Measurement Services and TMKG Consulting, members of the Media Monitoring and Audit Group (MMAG).

However, alongside this growth, concerns have arisen regarding the lack of regulation within the industry. This article explores the urgent need for comprehensive regulations to ensure transparency, accountability, and ethical standards within the Nigerian media monitoring and intelligence sector.

Understanding Media Monitoring and Intelligence:

Media monitoring and intelligence involve the systematic collection, analysis, and interpretation of media content, including print (newspapers and magazines), broadcast (TV and radio), OOH (out-of-home), and digital media (websites and social media). It serves as a valuable tool for individuals, organizations, and governments to track public sentiment, manage reputation, and gain insights into media coverage. Media monitoring and intelligence agencies utilize advanced technologies, including natural language processing and machine learning algorithms, to scan and analyze vast amounts of media data.

The Unregulated Landscape:

In Nigeria, the media monitoring and intelligence industry operates without clear guidelines or oversight. This lack of regulation has led to several concerning issues. Firstly, the absence of standardized practices and methodologies raises questions about the accuracy and reliability of monitoring results.

Without established benchmarks, there is a risk of misleading or incomplete analysis, potentially compromising decision-making processes. 

Secondly, the unregulated industry has allowed for the emergence of unethical practices. The absence of a code of conduct or professional standards leaves room for unethical manipulation of media data, such as cherry-picking information or distorting results to fit certain agendas. This not only undermines the integrity of media monitoring and intelligence but also jeopardizes the credibility of the entire media landscape.

Thirdly, the unregulated nature of the industry has contributed to a lack of transparency and accountability. Currently, there are no mechanisms in place to ensure that media monitoring and intelligence agencies handle data responsibly or protect individual privacy rights. This situation raises concerns about data breaches, unauthorized access, and potential misuse of personal information.

The Case for Regulation:

Regulating the Nigerian media monitoring and intelligence industry is crucial for several reasons. Firstly, it would ensure the accuracy and reliability of media monitoring and intelligence services. Implementing standardized methodologies and quality control measures would enhance the credibility of the industry and increase confidence in the results provided. In recent years, some organizations such as P+ Measurement Services, have joined global associations like AMEC, FIBEP, and others, due to the absence of local regulators and associations.

Secondly, the regulation would promote ethical practices and integrity within the sector. By establishing a code of conduct and professional standards, media monitoring and intelligence agencies would be accountable for their actions, reducing the risk of biased or misleading information being disseminated. This would foster a more transparent and trustworthy media monitoring environment.

Furthermore, the regulation would safeguard individual privacy rights and protect personal data. Data protection laws and guidelines could be put in place to govern the collection, storage, and use of media data. This would prevent unauthorized access and ensure that individuals’ personal information is handled responsibly.

The Way Forward:

To achieve effective regulation, collaboration among relevant stakeholders is crucial. Media monitoring and intelligence agencies, industry associations, government bodies, and civil society organizations should come together to develop a comprehensive regulatory framework. This framework should address issues such as standardization, ethics, data protection, and privacy.

The establishment of an independent regulatory authority could play a pivotal role in overseeing and enforcing compliance within the industry. This authority would be responsible for setting guidelines, issuing licenses, conducting audits, and addressing complaints. It would also provide a platform for stakeholders to voice concerns, seek clarification, and contribute to ongoing discussions on industry practices.

Conclusion:

The Nigerian media monitoring and intelligence industry has immense potential for promoting transparency, accountability, and informed decision-making. However, without adequate regulation, there is a risk of compromising these essential objectives. The urgent need for comprehensive regulations cannot be overstated.

By implementing standardized practices, ethical guidelines, and data protection measures, Nigeria can ensure that media monitoring and intelligence services are reliable and responsible tools for individuals, organizations, and the government. Through collaborative efforts and the establishment of an independent regulatory authority, the industry can thrive while upholding the highest standards of professionalism and integrity.

Philip Odiakose is the Chief Analyst at P+ Measurement Services, a Media Intelligence Consultancy in Lagos state, Nigeria.

During this time, I have learned many lessons that have helped me to become a better professional and person. In this article, I will share some of the most important lessons I have learned over the past 10 years.

Lesson 1: Attention to Detail is Key

One of the most important lessons I have learned is the importance of attention to detail. In media monitoring and intelligence, even the smallest details can make a big difference in the accuracy and quality of the work.

I have learned to pay close attention to every detail, from the spelling of a name to the source of a news article, to ensure that my work is as accurate and reliable as possible.

Lesson 2: Stay Up-to-Date with Industry Changes

The media industry is constantly evolving, and it is important to stay up-to-date with the latest changes and trends. I have made it a priority to stay informed about new technologies, media platforms, and industry regulations.

This has helped me to stay ahead of the curve and provide the most relevant and effective services to my clients.

Lesson 3: Communication is Key

Effective communication is essential in any profession, but it is especially important in media monitoring and intelligence. I have learned that clear and concise communication is essential when working with clients, colleagues, and other stakeholders. This includes not only verbal and written communication but also the ability to listen actively and ask questions when needed.

Lesson 4: Adaptability is Essential

The media landscape is constantly changing, and it is important to be able to adapt to new challenges and situations. Over the past 10 years, I have learned to be flexible and open-minded, to be able to adapt to new technologies, new clients, and new situations. This has helped me to stay relevant and effective in a constantly changing industry.

Lesson 5: Collaboration is Key

Media monitoring and intelligence is a collaborative profession, and working effectively with colleagues and other stakeholders is essential. I have learned the importance of building strong relationships and collaborating effectively with others to achieve common goals. This includes working with clients, vendors, and other industry professionals to provide the best possible service.

Lesson 6: Technology is Essential

In today’s media landscape, technology is essential to success in media monitoring and intelligence. I have learned to embrace new technologies and platforms, and to stay up-to-date with the latest tools and software. This has allowed me to provide more accurate, efficient, and effective services to my clients.

Lesson 7: Embrace Continuous Learning

The media industry is constantly evolving, and it is important to embrace continuous learning to stay ahead of the curve. Over the past decade, I have made it a priority to stay informed about the latest trends, technologies, and best practices in media monitoring and intelligence. This has helped me to provide the most effective services to my clients.

Lesson 8: Integrity is Essential

Integrity is essential in any profession, but it is especially important in media monitoring and intelligence. I have learned to maintain the highest standards of ethical conduct, and to always act with integrity and professionalism. This has helped me to build strong relationships with clients and colleagues, and to maintain a reputation as a trusted and reliable professional.

Lesson 9: Be Patient

Patience is an important quality in media monitoring and intelligence, as results may not always come quickly or easily. I have learned to be patient and persistent, and to keep working towards my goals even when progress is slow. This has helped me to achieve success in the industry and to provide the best possible services to my clients.

Lesson 10: Never Stop Improving

Finally, I have learned that there is always room for improvement in media monitoring and intelligence.

There is value in collaboration. Working with a diverse team of professionals and leveraging the expertise of those with different backgrounds, experiences, and perspectives has enabled me to provide advisory to clients which helps them develop more effective strategies and to create more powerful and compelling content.

Philip Odiakose is the Chief Insights Consultant at P+ Measurement Services, a Media Intelligence Consultancy in Lagos state, Nigeria.

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This 2023 election season is a true test of the much-vaunted objectivity of journalists.

Journalism’s pursuit of Objectivity strives to enable readers to form their OWN opinions about a story. This implies that the media (mainstream and digital) must present the facts solely before allowing the potential voters to offer them their own interpretation.

Again, this means that news organizations should present the facts as they are, whether or not they agree with them.

Lovely on paper Yeah? But has this really been the focus of our media since the polls for 2023 began to be conducted? No!

A well-liked TV station reporter was recently discredited for having ties to a well-liked political party (names withheld for ethical reasons).

Hold on for a moment! Let’s sketch out the perfect situation once more. In journalism, objectivity means refusing to embellish any facts or details in order to strengthen a narrative or better align a topic with a predetermined objective.

Similarly, according to the profession of journalism’s neutrality standards, news should be reported in an objective, fair, and impartial way.

In actuality, according to this idea, journalists should support NONE of the competing political parties and should instead just present the pertinent information to everybody.

How about disengagement? The journalist’s emotional stance is referred to as detachment. Basically, reporters MUST approach topics not only objectively but also with a cold, emotionless mentality.

This tactic calls for the telling of tales in a calm, collected manner, allowing potential voters to make their own decisions apart from the influence of social or traditional media. Again, all of these principles seem sensible on paper.

You might be wondering why this article focuses so much on the Disney-land roles that the media play during elections.

Sorry, but without hammering our media, we cannot properly address the subject of “2023 Election: The Role of Media Monitoring Services.”

The role of media monitoring services should reflect the fact that the media’s actions and inactions are at the center of every aspect of elections and electioneering. That is the reality!

Election seasons do in fact coincide with times of increased media attention and reporting, with each political party seemingly desperate to take the helm of the nation, as we’ve seen in more recent years.

These times of change are frequently marked by extremely competitive rhetoric, escalating tensions, occasional political bullying, and occasionally even violent confrontation and death desires.

Since the media is the main driver of these dynamics, political candidates and campaign offices should use media monitoring services, if only to uncover information that is hidden from plain view and has the potential to prevent voters from receiving enough information to make informed voting decisions.

You may track your candidacy, your opponents, public media conversation, and even detractors in real-time across all media in Nigeria, including print, online, broadcast, and social. P+ Measurement Services is one such media monitoring service.

Largely as a result of Walter Lippmann’s work, the concept of objectivity in journalism as we know it now exists. After the excesses of yellow journalism, Lippmann urged for impartiality in journalism. The yellows of the period, he said, had served their role, but the populace needed to hear the truth, not a “romanticized version of it.”

Not to cry any more over already spilled milk, but this article strongly suggests that you hire expert media monitors to join your campaign organization and conduct your listening on your behalf. Do not employ individuals who are unqualified to watch your media.

You may have noticed that the electorate now lives online in this era of online media—your own potential voters! Where are they getting their political message from? If it’s in your favor, are you certain?

Since internet media has become so crucial, it is not advisable to quickly enter and leave.

Who is keeping watch of the media for you? Are they qualified?

Online media has significantly altered how individuals consume political messages. These advances have also resulted in certain unfavorable occurrences, such as a significant rise in material that is unreliable, context-free, and biased against you and your political party.

For instance, a number of studies have shown to P+ Measurement Services that your critics are using newly forming social and tribal divisions to preach to your adherents. What will you do next, then? If your party is sincerely committed to winning the 2023 elections, we advise you to use media monitoring services to provide you with accurate information.

PPlus’ approach is straightforward. To manage the perceptions that shape your reality across the media, they engage in 24/7 media fact-checking, media monitoring, and traction using international standard listening and intelligence tools/metrics; they then report back to you with the crucial findings/feedback and hand you the precise places you need to influence.

Queen Nwabueze is a Media & Content Strategist, based in Lagos.