The endorsement came during a recent audience with Dr. Agabi in the Minister’s Abuja office.

Minister Momoh emphasized that his endorsement stems from the book’s comprehensive chronicling of Nigeria’s Information and Communications Technology (ICT) industry, tracing its development and evolution from the post-independence era to the present day.

Dr. Agabi, a prominent Nigerian ICT pioneer and broadcast journalist, explained that “The Nigeria Digital Heroes” is the first book in Nigeria to provide such a detailed historical account of the nation’s ICT journey.

He highlighted that the publication features the efforts of Nigeria’s first governor to introduce computers into governance, as well as recognizing notable Nigerians, innovators, and policymakers who have significantly shaped the industry since 1999.

“The Nigeria Digital Heroes” (2025) reflects Dr. Agabi’s deep understanding and involvement in Nigeria’s digital transformation, covering policy, culture, and technological innovation.

His extensive fellowships and memberships, including NCS, FIIM, FIMC, NIPR, and IDPM, further underscore his expertise.

He is also the organizer of significant events like the DigiVation Future Summit, Nigeria Digital Innovation Conference, and Cyber Nigeria Forum, and frequently moderates and speaks at key discussions on building trust in the digital space.

This endorsement by a key government official is expected to bring significant attention to “The Nigeria Digital Heroes” and its valuable insights into Nigeria’s digital landscape.

About the Author: Dr. Bayero Agabi

Dr. Bayero Agabi boasts a distinguished career spanning over 25 years in the ICT sector, marked by numerous achievements and contributions:

• He launched AIT Infotech Network, a leading African TV program dedicated to information technology, earning him recognition as Nigeria’s top ICT broadcaster.
• Dr. Agabi is the only African to have twice received the UNECA/AISI ICT4D Award for excellence in ICT reporting.
• Commonwealth University conferred an honorary doctorate upon him in recognition of his outstanding service to ICT in Africa.
• In 2022, he was honored as the Digital Influencer of the Year by Hi-Tech Centre Abuja for his significant contributions to digital literacy.
• He is widely recognized by Young Innovators of Nigeria for his influence in shaping ICT policy.
• Dr. Agabi serves on critical national bodies including the Presidential Committee on Data Harmonization, the National Broadband Council, and the Senate Cybersecurity Advisory Group. He is also the Vice-President of the Nigeria Internet Group (NIG) and President of the Centre for Cyber Awareness and Development (CECAD), where he is a vocal advocate for cyber sanity and responsible digital use.

The book was unveiled in Abuja on Tuesday as a key highlight of a fundraiser for GOCOP Media Centre, witnessed by an array of distinguished guests.

Those who graced the event cut across diverse socio-economic and political vocations such as governance and politics, government institutions and agencies, energy (oil and gas), security agencies, transport sector, industrial sector, media, private sector, reputation managers, among others.

They commended GOCOP for the feat just as the guests recommended the book to all, saying that GOCOP has set the pace and standard in online publishing.

The occasion was chaired by the Minister of Information, Alhaji Idris while the book reviewer was Dr. Ike Neliaku, President of NIPR.

Other guests include Presidential spokesman, Mr. Bayo Onanuga, former Managing Director of Champion newspapers, Mr. Emma Agu; Mr. Haruna Suleman, NIPR Council member; Senior Special Assistant to the President on media, Temitope Ajayi, Force Public Relations Officer, Assistant Commissioner of Police, Olumuyiwa Adejobi; and representative of Shell, Tony Ogedengbe.

The Yobe state Commissioner for information, Hon. Abdullahi Bego who represented Governor Mai Mala Buni; Senior Special Assistant to the President, Tope Ajayi; NNPC Limited Group Corporate Communications Officer, Olufemi Soneye; Managing Director, News Agency of Nigeria (NAN) Ali M. Ali; and the Managing Director, Voice of Nigeria (VON), Alhaji Jibrin Ndace were among the dignitaries.

Also present were the General Counsel of Nigerian Financial Intelligence Unit (NFIU), Felix Obiamalu who represented the CEO, NFIU, Hafsat Abubakar Bakari; United Nigeria Airline Spokesman, Achileus Uchegbu, Nigerian Communications Commission Head of Public Affairs, Mrs Nnenna Ukoha, accompanied by other management staff of the department; Assistant Comptroller of Customs Aliyu Maiwada representing the Comptroller General of Customs Bashir Adewale Adeniyi, Head of Press unit National  Emergency Management Agency (NEMA), Manzo Ezekiel who represented the NEMA Director General, Mrs Zubaida Umar.

The event was also graced by a strong contingent from the academia including the Provost of Anti-Corruption Academy, Prof. Desmond Okocha; Dean of Faculty of Media and Communication Studies, Bingham University, Karu, Nasarawa State, Prof. Mel Onobe and Dr. Akorege of Bingham University, respectively.

Others are former Special Adviser, Lagos State Ministry of the Environment, Torofeek Folani; Nigeria Air Force (NAF) represented by Air Commodore B.Y. Zakari; NIPR Council member, Dr. Ahmad Sajoh, Angola Embassy represented by Lilas Orlov, NIPR Governing Council member, Mrs Olubunmi Badejo.
Mr. Niran Adedokun, Media consultant,  Mr. Akpandem James, Media consultant, Former Director SMEDAN, Levi Anyikwa, Haruna Sulemain, NIPR Council member; Dr. Afolabi Olajuwon, Mr. Bola Fashina, Chief of Staff to the Chairman/CEO, National Quality Council; Dr. Kole Shettima, Africa Director Macarthur Foundation, Alhaji Hakeem Bello, former Media Adviser to Babatunde Fashola, and members of the Nigerian Guild of Editors, led by Dr. Iyobosa Uwuigiaren, secretary of the Guild.

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).

From keynote stages to classrooms, from digital platforms to policy roundtables,  Mr. Achi has become the defining voice in AI-powered communications education and advocacy across Africa.

And now, on May 21, 2025, he’s taking that leadership global—with the simultaneous launch of a transformational book, a gamified PR learning platform, a diagnostic model, and a proven AI implementation framework.

The Ecosystem He Built

At the center of this rollout is his book:
AI-Powered PR: The Essential Guide for Communications Leaders to Master Artificial Intelligence
A strategic manual and desk companion, the book fuses real-world case studies, practical prompts, and tools that guide readers through AI adoption in content creation, media intelligence, stakeholder engagement, and sentiment analysis.

Alongside, Achi has also developed a game:

AI-Powered PR: The Interactive Experience.This gamified simulator empowers users to step into the shoes of a digital-era PR lead solving complex, high-pressure AI-related scenarios. It’s fun, realistic, and deeply strategic.

There is also a third leg which adds to the avant-garde:  The AI-PR Maturity Model.
This is an institutional roadmap that allows  organizations measure their AI readiness, benchmark against industry standards, and get tailored advancement plans across six critical areas.

Tying them all together is the concept:

TABS-D — Train, Adapt, Build, Ship, Deploy. It’s the methodology Achi has taught in workshops, Masterclasses and executive programs, showing how to go from zero to transformation with clarity and confidence. Turning Learning into Impact: The TABS-D Framework.

The TABS-D Framework charts exactly how to get where you want to be. Achi’s five-phase blueprint ensures no idea remains only theoretical:

• Train: Establish clear AI objectives and conduct foundational training—building the bedrock of AI literacy.
• Adapt: Assess readiness and address barriers, from data gaps to skill shortages.
• Build: Define practical AI solutions and develop use cases that solve real communications challenges.
• Ship: Rigorously test for quality, compliance, and ethical guardrails before any deployment.
• Deploy: Implement at scale, track impact with robust KPIs, and continuously optimize for performance TABS-D Framework..

In workshops across Africa, Achi has guided executives through hands-on exercises: from training bots to draft press releases, to building simple AI dashboards that visualize media sentiment in multiple languages. Each cycle of TABS-D deepens both capability and confidence, ensuring AI serves strategy, not the other way around.

Why It Matters

Achi’s timing is no coincidence. With generative AI, synthetic media, and algorithmic targeting now reshaping every aspect of media, PR professionals need more than awareness—they need capability.

“The future of PR won’t be defined by press releases—it’ll be defined by who owns the data, who understands the narrative signals, and who can automate wisely without losing trust,” Achi explains.

Through the AI-Powered PR platform, his certification programs, and his upcoming podcast series, Achi is on a mission to train 100,000 African communicators in AI literacy and leadership by 2030.

He’s not just writing books—he’s building the future, future of the  African youth to take over the AI global landscape and build wealth for Africa.

Achi’s  new book is more than a publication—it is a mission-driven blueprint designed to upskill the communications industry with practical tools, AI workflows, and strategic templates grounded in African realities.

Alongside the book, he is launching AI-Powered PR: The Game—a first-of-its-kind interactive video game inspired by the book’s content. This immersive learning platform invites players to take on the role of a next-generation PR strategist, facing simulated challenges in crisis management, campaign design, sentiment analysis, and media engagement.

“This launch isn’t just about reading or playing—it’s about reshaping how we train, think, and lead in the age of intelligent media”, Achi explained, noting that “Africa doesn’t need to catch up—we need to lead. This book and game are my contribution to building that leadership from the ground up.” Achi explained.

A Vision of African Leadership in AI

“Africa doesn’t need to catch up—we need to lead,” Achi asserts. His mission is audacious: train 100,000 African communicators in AI literacy and leadership by 2030. Through books, certification programs, podcasts, and collaborative community platforms, he’s already reached thousands—government press officers in West Africa, agency creatives in East Africa, and students across the continent.

Tangible Impact: The National Orientation Agency

The impact is tangible. The National Orientation Agency used Achi’s TABS-D-inspired process to deploy an AI-driven citizen-engagement system, an agency-to-agency AI Collaborator, and a Visualizer dashboard that identifies emerging scenarios—empowering proactive policy responses and streamlined interagency coordination.

TABS-D Framework by Cel…TABS-D Framework by Cel…. A pan-African NGO credits the AI-PR Maturity Model with helping it secure new grant funding by demonstrating clear, data-backed steps toward communications excellence.

Charting the Future of PR

As AI tools proliferate, the PR field stands at a crossroads. Will leaders cling to the tactics of the past, or will they embrace the data-driven, AI-powered future that Achi so vividly outlines? By integrating the AI-PR Maturity Model and TABS-D Framework into everyday practice, communications teams can ensure they’re not only reacting to change but driving it—crafting narratives that resonate, building trust through transparency, and measuring impact with unprecedented precision.

In Achi’s words: “The future of PR won’t be defined by press releases—it will be defined by who owns the data, who understands the narrative signals, and who can automate wisely without losing trust.” With his frameworks as compass and catalyst, a new generation of African communicators is ready not just to participate in the AI revolution—but to lead it.

Foreword to the book is written  by Dr. Ike Neliaku, president of the Nigerian Institute of Public Relations, whose endorsement highlights the publication’s importance for the future of Public Relations.

Both the book and game will be available globally from May 21, 2025 in print and digital formats on the following platforms :

• Official Site: www.aipoweredpr.com
• Print Edition: https://selar.com/aipoweredprprint
• Digital Edition: https://selar.com/aipoweredpr

According to Celestine Achi, this dual release is targeted at communications professionals, educators, agencies, students, and forward-thinking institutions ready to embrace the AI-powered future of digital PR.

And when it comes to sentiment analysis, many of us have been led by tradition, not truth.

In my constant pursuit to help PR and comms professionals access metrics rooted in objectivity and research, I had to take a deeper look into how sentiment is currently being measured.

After spending time digging into the methodology, analysing patterns, and comparing outcomes, it became clear: sentiment analysis by frequency has overstayed its welcome.

“Too often, we focus on counting sentiment rather than weighing it — frequency tells us how much, but deeper analysis tells us how much it matters.”

For too long, we have boxed sentiment into just three labels — positive, negative, and neutral — and then celebrated (or panicked) based on how large each segment appears.

If a brand has 60% positive sentiment, someone somewhere is already serving small chops and cutting cake. But ask the hard question: what does that 60% actually mean?

Does it carry weight? Is it impactful? Is it meaningful? I recall being in a strategy session where an agency CEO saw a 60% positive sentiment report and asked, “So… should I be excited or worried?” And truthfully, the data didn’t answer that.

In another situation, a client saw 35% negative sentiment and wanted to escalate to crisis mode. Again, I had to ask, what kind of negative are we talking about?

“When it comes to sentiment analysis, it’s not enough to know the quantity of sentiment; you need to understand the intensity and quality of that sentiment. Without that, data can lead you astray.”

You see, media frequency analysis doesn’t tell you intensity. It doesn’t ask, how positive is this positivity? Or how damaging is this negativity?

In reality, a comment like “The brand dey try sha” (Nigerian slang for “they are doing okay”) and another saying“ This brand saved my life!” are both tagged as positive but are clearly worlds apart in tone and impact. That is where the problem lies — we have focused too much on counting sentiment without weighing it.

Research provides a more meaningful approach. The empirical formula I recommend is:

Sentiment Score (StSc) = (Number of Positive Mentions – Number of Negative Mentions) / Total Number of Mentions

This gives us a normalized sentiment index between -1 and +1, where 0 is neutral, and the extremes show very strong positivity or negativity.

So if a brand has 3 positive and 2 negative mentions out of 10 total, the score becomes (3 – 2)/10 = 0.1 — slightly positive. But if it is 8 positive and 1 negative, the score is 0.7 — that is significant. Now compare that to simply saying “80% positive,” and you see why frequency alone is not enough. The difference is in the depth of interpretation.

This formula still isn’t widely used across the media intelligence space, but one company that’s already ahead of the curve is Truescope (North America) — where my friend and industry expert, Todd Murphy , serves as President of North America.

“Objective metrics that account for sentiment weight and distribution are what truly empower PR strategies. It’s not about having more positive mentions — it’s about understanding the level of positivity and negativity and its true impact on brand perception.”

To fix this gap in analysis, we have developed the Future-Proof Sentiment Score Framework – A P+ Measurement Services Proprietary Sentiment Score Framework. This includes a more advanced Sentiment Weight Score and Distribution Matrix, which doesn’t stop at “positive/negative/neutral,” but goes further to classify sentiment into strongly, moderately, and slightly — for both positives and negatives.

This matrix brings clarity to brands and communications teams. It helps you know when to celebrate, when to adjust, and when to truly raise the red flag.

Starting from Q2 2025, all clients of P+ Measurement Services will have access to this upgraded sentiment analysis dashboard, alongside a dedicated dashboard that tracks the media performance of competitive CEOs. And I can say with confidence — it changes the game.

“Let’s stop being impressed by pie charts that look shiny but don’t provide actionable insight. Understanding the meaning behind sentiment and the true impact on your brand is what matters.”

I will give you a practical example. A multinational brand we monitored recently saw 35% negative sentiment and was ready to call a crisis meeting.

But our deeper analysis showed 80% of that negativity was slightly negative—things like delayed customer service or pricing feedback.

Meanwhile, their strongly positive mentions were increasing daily, driven by user experience reviews. Instead of reacting emotionally, the brand realigned calmly. No panic, just action. That is the power of context.

So, let us stop being impressed by shiny pie charts. Let us stop reporting frequency without understanding what it means. A sentiment report that doesn’t answer so what? and what next? is simply not useful. This is why I always say: vanity metrics may look nice in a report, but they can’t guide strategy. Objective, research-backed metrics can.

“Vanity metrics can’t guide strategy. Only research-backed, objective metrics help you turn insights into action.”

At the end of the day, this isn’t just about a better dashboard. It is about moving our industry forward. For those interested in the technical side, I am happy to share more about lexicon-based sentiment scoring and resources like the Harvard General Inquirer—empirical research that goes beyond assumptions and digs into real language science.

But even without the jargon, the message is simple: frequency tells you how much, but only deeper analysis tells you how much it matters.

*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

The award celebrates NEMA’s innovative use of digital communication strategies to educate the public and coordinate effective responses during Nigeria’s annual flood seasons.

The presentation ceremony was held in Abuja last Wednesday, with the Chairman of Lagos NIPR, Comfort Obot Nwankwo, and President of Upticomm Marketing Company and Convener of the Lagos Digital PR Summit, Segun McMedal, presenting the award to Zubaida Umar, Director General of NEMA.

The Lagos Digital PR Summit, which began in 2016, is the premier event in sub-Saharan Africa focused on advancing digital public relations practice.

The Summit is a collaboration between Upticomm Marketing Company and the Lagos State Chapter of the Nigerian Institute of Public Relations (NIPR).

The award presentation was part of activities marking the 9th Lagos Digital PR Summit, held at the MUSON Center, Onikan, Lagos, on Thursday, October 17, 2024.

NEMA’s campaign was selected following a rigorous assessment process, with its innovative and impactful efforts recognized for utilizing digital platforms effectively to share vital information and engage the public and proactively engaging with stakeholders, providing timely updates to improve disaster response coordination.

NEMA also implemented communication strategies that significantly reduced the impact of flooding and saved lives across the country.

In her acceptance speech, Zubaida Umar expressed deep appreciation to the organizers for the recognition and dedicated the award to the hardworking staff of NEMA nationwide.

“This award is a testament to the dedication and resilience of our team who work tirelessly to ensure the safety and wellbeing of Nigerians during times of crisis. It motivates us to do even more,” she said.

She reaffirmed NEMA’s unwavering commitment to enhancing public sensitization campaigns on disaster risks and prevention and promote nationwide risk management practices to mitigate disaster impacts.

The Agency will also strengthen partnerships with professional bodies like NIPR and the media to drive public awareness and disaster preparedness initiatives.

Umar also emphasized the need for continuous improvement in disaster management efforts and the importance of fostering collaboration with stakeholders to reduce avoidable disasters in the future.

This award highlights NEMA’s pivotal role in advancing effective communication in government and its dedication to safeguarding lives and property during emergencies.

PR agencies play a critical role in helping brands amplify their stories and enhance public perception. However, an increasingly concerning trend is the practice of PR agencies evaluating their own work.

While on the surface this may appear convenient and cost-effective for clients, it is a practice fraught with potential bias and subjectivity, ultimately undermining the integrity of performance evaluation.

The core function of any PR effort is to establish credibility and trust with audiences, stakeholders, and the public.

These agencies are well-equipped to handle strategic communications and media relations, but when it comes to assessing their own performance, objectivity becomes a major concern.

Agencies are naturally inclined to showcase their successes and minimize their shortcomings. This conflict of interest can result in overly optimistic reports that may not accurately reflect the true impact of a PR campaign, leading to misguided decisions by clients.

One of the fundamental principles of PR measurement, as emphasized by the International Association for the Measurement and Evaluation of Communication (AMEC), is the need for transparency and independence. For any organization to fully understand the effectiveness of its media outreach, third-party evaluation is essential.

This is particularly true in industries where reputation management is critical to long-term success. When PR agencies judge their own work, it is difficult to escape the influence of self-preservation, and reports may end up highlighting metrics that paint a favourable picture while neglecting areas where improvement is needed.

The Importance of Objective PR Measurement

To ensure a fair and accurate evaluation of PR performance, brands must engage independent PR measurement agencies. These firms bring an external, unbiased perspective, using data-driven methodologies to assess media coverage, sentiment, and performance.

Independent firms have no stake in the outcome of the campaigns they evaluate, allowing them to provide clients with an honest, unfiltered analysis. This objectivity is key to identifying blind spots and improving future strategies.

Moreover, objective PR measurement helps brands make better-informed decisions about where to allocate resources.

By relying on impartial data, companies can adjust their messaging, target the right audiences, and invest in campaigns that truly resonate with stakeholders. This ensures that PR strategies are rooted in reality rather than wishful thinking.

Case Study: A Leading Nigerian Commercial Bank

A prime example of the risks associated with PR agencies evaluating their own work can be found in the case of a leading commercial bank in Nigeria.

The bank, one of the top financial institutions in the country, had been working with a reputable PR agency to manage its media relations and corporate communications.

The agency was responsible for promoting the bank’s image, particularly during a period of expansion and the launch of several new digital banking services.

After several months of media outreach and PR campaigns, the agency delivered its performance report to the bank’s senior management.

According to the report, the bank had achieved extensive media coverage in major publications, with overwhelmingly positive sentiment from the public. The agency cited the number of press mentions, the reach of articles, and the favorable tone of coverage as evidence of the campaign’s success.

However, the bank’s executives began to notice a disconnect between the glowing report and the actual feedback they were receiving from customers and stakeholders on the ground.

Feeling that the report might not provide the full picture, the bank decided to engage an independent PR measurement consultancy to conduct a thorough audit of its media performance. The results were eye-opening.

While the agency had indeed secured media coverage, the independent analysis revealed that a significant portion of the coverage was neutral or lacked engagement from the bank’s target audience.

Furthermore, the sentiment analysis showed that, contrary to the agency’s report, there had been a notable increase in negative feedback on online media platforms regarding the bank’s customer service and digital banking experience.

The independent consultancy’s report provided a more nuanced understanding of the bank’s media presence, highlighting areas where the messaging had failed to connect with key stakeholders.

This prompted the bank to reassess its PR strategy, leading to targeted improvements in communication with customers and a more focused approach to media outreach.

Had the bank solely relied on the agency’s self-evaluation, it may have continued with a misguided perception of its public image.

Why Independence Matters

This case underscores the importance of objective, third-party evaluation in PR. By relying on independent PR measurement firms, organizations can access an impartial assessment that is grounded in data and free from the bias that naturally arises when agencies judge their own work. Independence in PR measurement ensures that both successes and shortcomings are identified, allowing brands to improve continuously.

In contrast, when PR agencies are tasked with evaluating their own campaigns, they may be tempted to overstate the impact of their efforts or focus on vanity metrics that look impressive but provide little value in terms of actionable insights. Metrics such as the number of media mentions or the reach of articles can be misleading if not contextualized with deeper analysis of audience engagement, sentiment, and the alignment of coverage with the brand’s objectives.

Moving Towards Transparent PR Measurement

For brands looking to establish long-term credibility and trust with their audiences, independent PR measurement is not just a best practice—it is a necessity.

The complexities of modern media landscapes demand sophisticated services and methodologies to accurately assess the effectiveness of PR campaigns. Independent consultancies are better positioned to provide this level of analysis, as they are not influenced by the need to justify their work to clients.

Conclusion

In an industry where reputation is everything, it is vital for PR agencies and their clients to embrace objectivity and transparency in performance evaluation. While PR agencies excel at crafting narratives and engaging with the media, their role should not extend to measuring the success of their own work. Doing so invites bias and can lead to flawed assessments that undermine the effectiveness of future campaigns.

For brands seeking to maximize the impact of their PR efforts, the solution is clear: engage independent PR measurement firms. These firms provide the objective, data-driven insights that are necessary for understanding media performance and making informed decisions about future strategies. By prioritizing independent evaluation, organizations can ensure that their PR campaigns are not only successful in the short term but also aligned with long-term goals for growth and reputation management.

*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, NIPR and AMCRON

The Minister, in a statement over the weekend, said that establishing a degree-awarding academy for public relations practice in Nigeria, is a welcome development.

Similarly, Minister Idris has congratulated a Nigerian, Dr. Omoniyi Ibietan, as the newly elected secretary-general of the African Public Relations Association (APRA).

The new APRA Executive Council comprises Arik Karani from Kenya as President, Dr. Michele Mekeme from Cameroon as Vice President, and Dr. Omoniyi Ibietan from Nigeria as Secretary-General.

The Minister words:

“I welcome the Memorandum of Understanding (MOU) signed between the Nigerian Institute of Public Relations and the Global Alliance for Public Relations and Communication Management, to establish a degree-awarding academy for public relations practice in Nigeria.

“I equally welcome the recent election of a Nigerian, Dr. Omoniyi Ibietan, as the Secretary-General of the African Public Relations Association (APRA).

“Also worthy of note is the fact that Public Relations (PR) has now been designated as a cadre in the Federal Civil Service, with effect from December 2023.

“The Information Officer Cadre has been re-designated to ‘Information and Public Relations Officer Cadre’, and the Executive Cadre to ‘Executive Officer (Information and Public Relations)’. The NIPR played a critical role in championing this, and deserve commendation.

“Nigeria will continue to play a leading role in strengthening and elevating public relations practice at home and across Africa. Recently, when I received the President of the African Public Relations Association, Mr. Arik Karani, he commended Nigeria in this regard”, Idris said.

He added, “[Nigeria] was, for the longest time, the only country in Africa that had a law that professionalized public relations. It was Nigeria that started it on the continent, and only last year did Zambia come out with its own law. So now we have two countries on the continent, and only now in Kenya, the bill for professionalizing public relations is at the second reading in Parliament.”

“Rest assured that the administration of President Bola Ahmed Tinubu will continue to provide the enabling environment for everybody within Nigeria’s communications industry to thrive”, he said.

Dr. Ibietan has promised to work with other members of the Executive Council to continue the trajectory of reforms in APRA, expand the democratic space by encouraging greater participation of national public relations institutions on the Continent and work more closely with the African Union Commission and Council of Ministers to put public relations at the heart of policy, programmes, and project implementation. Ibietan was elected into a three-man Executive Council.

The other two members are Arik Karani (Kenya), President, and Dr. Michele Mekeme (Cameroon), Vice President.

Omoniyi Ibietan is a journalist, writer, and author. As Head of Media Relations Management at the Nigerian Communications Commission (NCC), he oversees aspects of the public communication strategy of the national regulatory authority for telecommunication in Nigeria. Earlier in Nigeria’s Fourth Republic.

He was Special Media Advisor to the Federal Minister of Information and Communication.

He has over 20 years of experience in media and communication scholarship and practice, spanning journalism, academia, policy discourse, communication strategy, regulation, and stakeholder relations.

Omoniyi Ibietan earned BA and MA in Communication Arts and Communication & Language Arts from the Universities of Uyo and Ibadan in Nigeria, respectively, graduating atop his classes. Earlier, he obtained a diploma in journalism with distinction from the Moscow-Based International Institute of Journalism.

He holds a Ph.D. in Communication from the North-West University in South Africa, with specialisation in political communication. He is a IP3 certified regulation specialist and holds a mini MBA in telecommunications from NEOTELIS in Paris.

He is also a member of the African Council for Communication Education (ACCE), an Associate Registered Practitioner of Advertising (arpa) and member of the International Institute of Communications (IIC), the world’s only policy debating platform for the converged communications industry.

As a scholar, he focuses on patterns of political communication through new media; media and culture studies; and theoretical & normative foundations of communication in relation to democracy and freedom.

He is on the faculty of the Nigerian campus of Italy-based Rome Business School (RBS), where he teaches doctoral students PR & Advertising and Media Management & Communication Strategy. He also facilitates learning to students in the Master of Corporate Communication programme at RBS.

His first book, ‘Social Media, Social Demography, and Voting Behaviour in Nigeria’ was published by Premium Times Books in Washington in May 2023.

He has travelled extensively in Africa, North America, Europe, and Asia.

He is married, has children, plays tennis and scrabble, loves reading and writing, and loves meeting people, especially people from other cultures.

At the ongoing conference, Ibietan presented the first paper at the commencement of business sessions.

The title of his paper is: ‘Digital Inclusion as Arbiter of Accessible Public Relations: A Case Study of Nigerian Communications Commission’.

Using Castells’ Theory of the Network Society and the Knowledge Gap Theory, and based on the actions of the Nigerian government through the activities of the Nigerian Communications Commission (NCC), Ibietan advanced a thesis that digital inclusion is the arbiter of digital public relations.

Through implementation of laws, policies, guidelines, developmental regulation, collaborative partnerships, social investments, operational efficiency and ancillary actions that are consequential and quantifiable, and using copious pictorial evidence, Omoniyi Ibietan discoursed a perspective that NCC’s digital inclusion programmes, projects and activities are foundational to digital economy because investment in and coordination of expansion of digital infrastructure, demonstrating their affordances and enhancing people’s access to such resources, constitute the building blocks and raison d’être of digital economy and inherently digital public relations.

APRA, the successor to the Federation of African Public Relations Association (FAPRA), instituted in Nairobi in 1975, exists to foster unity of Africans and their global allies through interactions and exchange of meaning. Pivoted on standardisation of public relations practice and scholarship on the Continent to enhance its relevance to the African reality, APRA member states and individuals meet annually at a location in any of its regional centres (East, North, South, West, Central, Indian Ocean Islands, and Francophone) to have a conversation with a thematic focus on any of its key intervention areas (Health & Education, Economic Integration, Good Governance, Tourusm & Leisure, and Infrastructure Development).

This year’s theme centered on ‘One Africa, One Voice: Bridging Africa’s Communication Divide’.

APRA Côte d’Ivoire 2024 is endorsed by the Government of Côte d’Ivoire, the Holding Opinion & Public (THOP), and major global PR associations, namely the International Public Relations Association (IPRA), The International Communications

Consultancy Organisation (ICCO), the Global Alliance for Public Relations and Communication Management (GA), the African Union Commission (AUC), and PR national associations across the continent.

Additionally, the conference featured the eighth edition of the Innovation Summit (IN2SUMMIT) and includes the seventh edition of the SABRE Awards Africa, holding tonight.

The APRA secretariat is in Nigeria, and the body maintains an observer status with the African Union.

The trailblazing event themed ‘Leveraging Public Relations as a Critical Asset for Nigeria’s Economic and Reputation Renaissance’ is set to run from Monday, April 22nd to Friday, April 26th, 2024, and will welcome thousands of delegates across Nigeria to the prestigious June 12 Cultural Centre, nestled in the heart of Abeokuta, the Ogun State capital.

Speaking on the strategic collaboration, Director, Corporate Communications and CSR, Airtel Nigeria, Femi Adeniran, expressed enthusiasm about the partnership, stating;

“Airtel is proud to support the Nigeria Institute of Public Relations in its endeavour to advance the field of public relations. The relevance of public relations practice in Nigeria cannot be overstated, as it plays a vital role in shaping perceptions, managing reputations, and influencing public opinion. Hence, our support is a demonstration of our commitment to empowering individuals and organizations with innovative solutions that drive progress and create an enabling society.”

According to NIPR, through Mr Yomi Badejo Okusanya, the PRWeek Organizing \Committee Chairman, the NPRW will gather over 2,000 experts in the fields of economics, PR, and nation-building to discuss strategies for effectively communicating government policies and initiatives to the public.  Other activities at the NPRW will include conferences, the annual general meeting, workshops, induction of new members, breakout sessions with students as well as traditional rulers and a tour of some legacy projects in Ogun state.

With Airtel’s provision of onsite unlimited data connection, attendees and participants can enjoy unparalleled access to online resources, real-time updates, and interactive engagements throughout the duration of the event.

This will significantly support the exchange of ideas, foster networking opportunities, and elevate the overall experience for all stakeholders involved.

Airtel Nigeria also reiterated its commitment to offering unwavering support for initiatives aimed at driving innovation, collaboration, and nation-building.