This global virtual event, themed “Evaluating What Matters: Purpose, Perception & Performance,” will run from 12 p.m. to 1:30 p.m. (WAT) on Google Meet.

EvaluatePR is a flagship event series created to deepen the knowledge of public relations, communications, and media professionals on the evolving role of measurement and evaluation in driving purpose-driven communication.

The June 2025 edition will focus on aligning brand purpose with stakeholder perception and measurable performance.

This edition will feature a powerful lineup of industry experts who bring deep experience and thought leadership to the communications, PR, and measurement industries. Speakers include Ben Levine, Director & Senior Partner at TRUE Global Intelligence, FleishmanHillard UK (London); Beatrice Izeagbe Okpara, Founder/Principal Consultant at PuzzleCraft PR & Communications; Samuel O. Adeyemi, Founder/CEO of Media DNA; and Adeeba Hussain, Founder and Director of Think Impact First Communications.

The panel will lead a robust discussion on how purpose, perception, and performance are critical pillars for today’s strategic communicators. Attendees can expect to gain actionable insights into aligning communication efforts with brand values, using measurement to navigate audience expectations, and embedding ethics and transparency into stakeholder engagement.

Designed for communications leaders, PR and communications professionals, analysts, and media strategists, the session will explore how data-driven storytelling, ethical practices, and credible performance metrics can elevate communication outcomes in a fast-changing media environment.

Event Access

Attendance is free and open to all professionals across sectors. Interested participants can join the event via the official Google Meet link here.

The post PR Professionals Worldwide to Join EvaluatePR 29th Edition  appeared first on Tech | Business | Economy.

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

The post PR Nightmares: Why Your Client Should Never Find Negative News Before You Do appeared first on Tech | Business | Economy.

This highly anticipated event, held quarterly, will be conducted virtually on June 23rd, 2023, from 12:00 to 1:30 pm (West African Time), providing an inclusive platform for PR professionals to engage in enriching discussions, gain valuable insights, and stay abreast of the latest industry trends.

#EvaluatePR is a platform that brings together PR professionals, industry experts, and academics from around the world to discuss the latest trends, best practices, and strategies in the fields of public relations, communications, and media intelligence.

This edition is set to captivate participants with its distinguished keynote speakers: Satira Osemudiamen, Principal Consultant from Satira Media & Public Relations, Damilola Sobajo, Head, Brand Strategy and Marketing from Black Pelican Limited; and Moremi Elekwachi, Principal Consultant, Euphorique PR.

With their vast expertise and in-depth knowledge of the sector, they will explore the theme “Crisis Communications: Evaluating the Effectiveness of Crisis Communications Strategies,” offering invaluable insights and practical strategies to navigate challenging PR scenarios.

To participate in the discussion, use the Google Meet link below.

See banner for more details:

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