This appointment marks a significant milestone in Odiakose’s ongoing efforts to advance the global standards of public relations measurement and evaluation, especially across the African continent.

The IPR Measurement Commission is a thought-leadership body composed of global researcher-practitioners and experts committed to developing and promoting best practices in research, measurement, and analytics that uphold ethical, strategic, and effective public relations. It represents key segments of the PR ecosystem—including corporations, agencies, research firms, academia, non-profits, and government entities.

Odiakose joins a global group of forward-thinking professionals who provide guidance, conduct research, and share insights that shape the future of PR measurement.

His appointment affirms his leadership and contribution to PR measurement and evaluation practices through active advocacy, research-based strategies, and capacity-building initiatives across Africa and beyond.

“This appointment is not only an honour but a call to deepen the work I have championed for over a decade—driving PR measurement education and promoting healthy, standard-driven practices across the public relations industry,” said Odiakose.

A longtime advocate for moving the industry away from outdated metrics like AVEs and toward validated and objective measurement models, Odiakose has consistently worked to bridge the knowledge gap in the African PR community through workshops, thought leadership, industry collaboration, and active participation in global forums such as AMEC.

He expressed his sincere gratitude to the IPR Measurement Commission Director, Angela Dwyer, and the Commission team for the opportunity to contribute to such a critical mission.

He also acknowledged the leadership of Dr Tina McCorkindale, the President and CEO of the Institute for Public Relations, for championing innovation and standards in the field.

The post Philip Odiakose Joins IPR Measurement Commission appeared first on Tech | Business | Economy.

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).

The post Why PRISA, NIPR, PRSK, APRA & PRCA Must Make This Book a Global Standard for PR Professionals appeared first on Tech | Business | Economy.

The book, “The Science of Public Relations” is now available in paperback format in Nigeria and as a digital edition for readers globally.

Rooted in over a decade of hands-on experience, this definitive guide helps PR and communications professionals move beyond assumptions and perception-based reporting toward data-driven, objective-led measurement that commands credibility in boardrooms.

As  Chief Media Analyst at P+ Measurement Services, Odiakose has long advocated for evidence-based PR strategies in Africa.

His book provides practical frameworks, real-world case studies, and performance audit techniques that support a shift from vanity metrics to Return on Objective (ROO).

“Public relations has often been underestimated due to the lack of measurable outcomes,” said Odiakose. “This book delivers a real-world toolkit for proving value and positioning PR as a strategic driver of results.”

In a major endorsement, respected PR consultant and industry leader McMedal Olusegun has been appointed as the official advocacy ambassador for the book.

Olusegun will lead efforts to promote its adoption across academic institutions, corporate organizations, and government agencies seeking to reform how communication success is evaluated and reported.

“This book comes at a crucial time for our profession,” said Olusegun. “It demystifies measurement and gives every PR professional—from entry-level to executive—the tools to show impact, not just effort.”

Readers of The Science of Public Relations will gain actionable insights grounded in global frameworks like AMEC, case studies tailored to African and international markets, guidance on building PR dashboards, auditing campaign performance, and a shift in focus from output to outcomes—moving from guesswork to data-led credibility.

• Pre-order the Paperback for Nigeria here.
• Order the Digital copy for global access here.

Philip Odiakose is Chief Media Analyst at P+ Measurement Services and a global voice in media intelligence. He is a member of the AMEC Member Lab, and a driving force behind PR measurement education in Africa.

The post BOOK Launch: “The Science of Public Relations” by Philip Odiakose Now Available appeared first on Tech | Business | Economy.

With over two decades of experience, McMedal brings a wealth of expertise and leadership to this ambassadorial role.

He is the Lead Partner at Upticomm Marketing Company, and the immediate past Chairman of the Lagos State Chapter of the Nigerian Institute of Public Relations (NIPR).

Among his notable contributions to the PR industry are the founding of the prestigious Lagos Public Relations Industry Gala and Awards (LaPRIGA) and the Lagos Digital Public Relations Summit, now the Nigeria Digital Public Relations Summit, which has trained over 730 Digital PR Ambassadors since 2016.

As Strategic Book Ambassador, Segun McMedal will spearhead efforts to integrate the book into academic curricula across Nigerian universities and promote its adoption among PR professionals.

His role encompasses securing endorsements from key PR bodies such as NIPR, PRCAN, and ARCON, facilitating university engagements, and organizing industry events to highlight the book’s relevance.

“This partnership is a strategic step towards enriching PR measurement education and practice in Nigeria and the rest of Africa,” said Philip Odiakose, the author. “Segun McMedal’s vast experience and influence in the industry make him the ideal ambassador to champion this cause.”

McMedal expressed enthusiasm about the collaboration, stating that,

“I am honoured to support this initiative, which aims to elevate the standards of public relations. Measuring the impact of PR remains a major challenge – from the absence of standardized evaluation frameworks to the complexity of assessing intangible outcomes like trust and reputation, and the ongoing need to link PR efforts to organizational objectives. This book is an invaluable resource that addresses these critical gaps and bring clarity to a critical aspect of our practice. I look forward to facilitating its widespread adoption.”

This partnership is poised to significantly expand the reach and influence of the book. With McMedal’s leadership and industry network, The Science of Public Relations is well-positioned to become a vital resource for communications professionals, educators, and students seeking to deepen their understanding of PR measurement and evaluation.

Philip Odiakose is a highly regarded media intelligence and evaluation professional with a track record of delivering insights for top brands across multiple sectors.

He holds certifications in Public Relations Evaluation and Improvement Techniques from the Metropolitan School of Business and Management, UK, and in Marketing and Communication from the International Business Management Institute, Berlin, Germany.

The post Segun McMedal Appointed Strategic Book Ambassador for ‘The Science of Public Relations’ appeared first on Tech | Business | Economy.

While global standards have evolved, many professionals across Africa continue to report results using metrics that are disjointed, outdated, or focused more on activity than actual impact.

That gap is exactly what The Science of Public Relations: A Comprehensive Guide to Measurement and Evaluation is here to fix.

Set for release on May 23rd, the book delivers a long-overdue solution to a fragmented industry, offering professionals a step-by-step guide to measuring what truly matters in PR.

It introduces proven global standards, adaptable models, and actionable steps to help PR and communication teams move beyond vanity metrics and show measurable value that resonates with business leaders.

Written by Philip Odiakose, the founder and Chief Media Analyst of P+ Measurement Services—Nigeria’s leading independent media intelligence consultancy—the book draws from over a decade of frontline experience in helping brands connect PR efforts with business outcomes.

One of the book’s central themes is the need to break down silos in the PR space. Too often, measurement and evaluation are treated as afterthoughts, with teams working in isolation and struggling to demonstrate ROO.

Without shared systems, reporting becomes inconsistent, strategic planning is impaired, and the value of PR remains undervalued.

The Science of Public Relations bridges this gap by introducing a cohesive measurement language—rooted in global best practices but tailored for the African context.

It addresses real-world challenges such as limited access to tools, inconsistent metrics, and a general lack of data culture across the industry.

At its core, the book advocates for a shift in focus—from quantity to quality. It offers guidance on using smart metrics such as sentiment analysis, audience reach, message pull-through, share of voice, and behavioural change.

These metrics, when properly implemented, link PR efforts directly to business outcomes like improved reputation, stakeholder trust, and customer loyalty.

The book makes a compelling point: a campaign that reaches 100,000 people means little if it generates negative sentiment or fails to inspire action.

Volume is not value. What matters is how people feel, respond, and whether your communication drives real-world results.

Another standout section explores how PR professionals can collaborate more effectively with marketing and digital teams.

Readers will learn how to create and use simple dashboards, set performance benchmarks, align PR goals with broader business objectives, and speak the language of data-driven leadership.

While grounded in international measurement standards such as those developed by AMEC (International Association for Measurement and Evaluation of Communication), the book stands out for its local relevance.

It reflects the realities of operating in African markets—where infrastructure, access, and training gaps remain serious challenges.

Through case studies, contextual insights, and simple frameworks, The Science of Public Relations equips Nigerian and African communicators with the knowledge and tools to move from guesswork to strategy, from reporting outputs to proving outcomes.

Whether you’re a PR manager, agency lead, corporate communicator, or government spokesperson, this book delivers the answers the industry has been waiting for. It is not about chasing trends, it’s about setting the standard for what PR measurement should be.

If you have ever felt unsure about what metrics really matter or how to measure success, The Science of Public Relations is the breakthrough you have been waiting for.

PRE-ORDER with the link here to be among the first to read this book and access the toolkit that will transform the way PR tells its success stories.

*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).

The post The Missing Link in the Nigerian PR Industry appeared first on Tech | Business | Economy.

It is a concept that has, unfortunately, become entrenched in the PR industry’s DNA, despite being discredited time and time again.

And honestly, it is hard to fathom how, in this age of more sophisticated, objective measurement, AVE is still clinging to life.

The issue with AVE is not just its inaccuracy, but the way it distorts the true value of PR. Many PR professionals still mistakenly use it to quantify success.

To say that AVE is an accurate reflection of PR value is like saying a mirror shows the full depth of a person’s soul. It is only a shallow reflection.

By equating media coverage directly to advertising costs, AVE ignores the nuanced contributions PR makes, such as reputation management, trust-building, and long-term brand loyalty.

But even more concerning is the industry’s seeming resistance to move past this metric. AVE is like a toxic relationship that PR professionals refuse to break up with. Despite the signs, the love for it persists, and it continues to hinder real progress.

It is a relationship built on vanity, where the client is sold a false sense of security. The truth? Clients don’t ask for AVE most of the time; it is some PR professionals who perpetuate it because they don’t know any better, or they don’t want to put in the work to measure properly.

Here is the painful truth: AVE is misleading, and it doesn’t provide any meaningful insights into the effectiveness of a campaign. Using AVE as a PR measurement is like trying to measure a story’s impact with a stopwatch. It just doesn’t capture the full picture.

It is a metric that relies on simple, superficial comparisons — how much did this coverage cost in advertising? It doesn’t account for how the message was received, whether it built relationships, or if it changed perceptions.

We need to face the fact that AVE’s continued use in the PR world is damaging. It confuses clients, misguides PR professionals, and sets us back in the work we have done to create better, more objective measurement standards.

AVEs don’t measure PR’s true worth; they measure a distorted, one-dimensional view of media coverage, and that’s the problem. We have been sold a narrative for years that doesn’t reflect the reality of PR’s impact, and yet AVE keeps getting trotted out as a valid metric.

Now, let us be clear. This isn’t just about deleting AVE from our language. This is about being transparent, objective, and proving PR value in a way that stands up to real scrutiny.

It is about moving beyond vanity metrics, beyond false claims of ROI where none exist. We need to pledge to measure PR based on its actual objectives and outcomes, not the cost of media coverage.

As much as we want to eradicate AVE from PR measurement, there is still a lot of resistance, and it is deeply rooted. It is not about erasing AVE; it is about replacing it with something that has substance, depth, and real-world application.

We can’t afford to keep using it just because it makes the client feel good or because it is comfortable. Comfort is the enemy of growth, and growth is exactly what PR needs.

The real challenge is how we educate both PR professionals and clients about the true value of measurement. We need to educate on why AVE is flawed and how we can use better metrics that align with PR’s true objectives.

It is about measuring Return on Objective (ROO) rather than forcing the campaign to fit into a financial ROI box when it was never designed to deliver financial outcomes.

In the end, we have to face the uncomfortable truth: AVE is a vanity metric, and if we keep allowing it, we will continue to distort the value of PR. We can no longer afford to justify the use of AVE for the sake of convenience. As an industry, we must move forward with more intelligent, objective metrics that reflect the real work we do in PR.

So let me be clear: This isn’t about adding another voice to the loud call for AVE’s demise. It is about proving PR’s value transparently and ethically, without bias, without misleading anyone.

Let us stop pretending that AVE is the answer. Let us stop using it to justify PR’s value and start embracing metrics that speak to the actual impact of PR — the long-term, relationship-building, reputation-enhancing work that we do every day.

If you have never read “22 Reasons to Say No to AVEs” by Richard Bagnall, Hon FCIPR, FPRCA, FAMEC , I highly recommend it [link].

It’s an essential read for anyone serious about understanding the flaws in AVE and moving beyond these outdated metrics.

Yours Truly, AVE Tormentor

*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 Breaking Up with AVE: The Toxic Relationship PR Refuses to End appeared first on Tech | Business | Economy.

And I get it — PR feels intangible to some folks in the C-suite. It is not always as direct as “We spent X and sold Y.” But here is the kicker: PR is the only business function working daily to maintain the public reputation of the brand that the CEO wakes up every day to lead.

Without PR, a brand’s reputation could crumble quietly while the finance team celebrates balance sheets. So when next you hear someone say PR doesn’t bring value, kindly show them this article — and maybe offer them a bottle of water too, because they are clearly thirsty for the truth.

Having stated the value of PR, let us start this conversation with a bit of PR truth serum. If you have ever presented a beautifully designed PR report and watched your CEO flip through it with all the enthusiasm of someone reviewing a phone book in 2025, I feel your pain. And I have lived it. With over 15 years in PR measurement, research, and media intelligence — and having worked across different markets in Africa — one recurring silent theme has always echoed from boardrooms: “This is great, but what exactly does it say about me?”

You do be surprised how fast a CEO’s interest sparks when they see their name with a performance score next to their competitors.

Now, before you roll your eyes and scream “vanity metrics,” hold on. This isn’t about stroking egos or creating a separate report that worships leadership. It is about relatability.

One of the major reasons why some executives see PR teams as a cost center — and why they struggle to sign off on measurement budgets — is because they simply can’t connect with the report. Yes, the brand got 500+ mentions.

Yes, the sentiment was 80% positive. Yes, you landed an exclusive in a top-tier publication. Yes, you have raised brand awareness.

But guess what? If nothing in that report speaks directly to the leadership’s role in that performance, you are missing a critical link.

PR isn’t only about brand exposure and reputation — it’s also about brand leadership visibility.

At P+ Measurement Services, I can’t count how many times PR professionals have said to us during cold calls, “Our CEO isn’t buying into the PR measurement thing; he thinks it is fluff.”

And honestly, I get why. When a report is full of brand numbers but doesn’t show how the leadership contributed or is being perceived, it loses the executive audience quickly.

That is why in the early years of our agency, we developed a proprietary framework (P+MCA) that captures CEO-specific performance metrics — not just the presence of their names in headlines but how they rank in sentiment, thought leadership, share of voice, and positioning versus competitive CEOs.

You want sign-off on your Measurement and Evaluation budget? Show your CEO how they perform against other CEOs. Then step back and watch the magic.

There was a time we worked with a leading insurance brand in South Africa. The PR team had been practically begging their CEO to take up a keynote speaking slot at an industry event, but the man was adamant: “Not now.” Frustrated, the team approached us for help. We produced a CEO-focused performance audit — showcasing not just his media presence but a comparison of his leadership metrics against rival insurance CEOs. When he saw his score at the bottom of the table, his reaction was priceless: “How can I be last on this scoreboard?” The very next week, he was asking the PR team for the event lineup. That moment right there? That’s what we call data doing the heavy lifting.

Let the data speak where words fail. CEOs don’t argue with numbers.

This doesn’t just help you secure leadership buy-in for PR campaigns; it opens up strategic conversations around executive positioning, thought leadership, and industry influence. One of our proudest long-term engagements came from that South African experience — we have supported that team since 2018, helping position their CEO from media-shy to media-smart. Data made that happen.

And this isn’t just relevant for CEOs with PR-phobia. It is vital for CEOs who sit on multiple boards. A chairman might be squeaky clean in one company and still drag your brand into crisis by association. I remember working with a multinational FMCG brand in Nigeria whose chairman also served on the board of a financial services company. When the latter entered crisis mode, the FMCG brand was dragged into headlines it didn’t ask for. Why? Because media doesn’t separate leadership roles — it connects them.

Your CEO’s reputation isn’t siloed. If they sit on multiple boards, so do their risks.

Including CEO-specific metrics and competitive insights helps PR professionals spot reputational risks early.

It also helps pre-empt crises. When you know how the media is talking about your leadership, and how that compares with others, you have the leverage to act — not react. And that, dear PR pro, is the difference between being seen as a “cost center” and a strategic partner.

This is your call to upgrade your report. Brand performance is great — but leadership performance? That’s where the real power lies.

So next time you are struggling to justify your PR strategy, your measurement and evaluation budget, or why your CEO should attend that industry event — don’t argue. Just present the data. Let it tell the story, and let P+ help you craft one they can’t ignore.

*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 Why Your PR Report Must Include CEO Metrics  – Or Risk Losing Their Interest Entirely appeared first on Tech | Business | Economy.

His ability to spark conversations, drive digital engagement, and shape public discourse proves the power of deliberate strategic media positioning.

Through the lens of media intelligence and PR measurement, we can dissect how African artists and brands can replicate this effect to elevate their global presence.

Beyond the entertainment factor, Lamar’s performance provided key lessons in media reach, sentiment shifts, and strategic PR execution—areas that African PR professionals and communicators must internalize to maximize value from major events.

PR measurement data from the event shows a surge in Lamar-related conversations across digital and traditional media.

His name dominated print, web, and social trends, appearing in over 1.2 million posts within 24 hours, with a sentiment distribution leaning 67% positive, 21% neutral, and 12% negative.

The performance’s impact was amplified by major media outlets covering the event in North America and Europe, as well as select African countries, particularly Nigeria and South Africa.

This media traction is a testament to the significance of strategic placements, showing how a single moment can redefine public perception and commercial value.

For African artists and brands, the ability to secure a presence at major global events must be seen as more than a mere appearance—it is a PR opportunity that must be measured, optimized, and aligned with long-term communication objectives.

One of the biggest takeaways from Lamar’s Super Bowl presence is the deliberate storytelling approach. He was not just performing; he was communicating a narrative.

African artists and brands must be intentional about their messaging when engaging global platforms. Media intelligence specialists can help track how narratives evolve, what themes resonate with audiences, and how to pivot when necessary.

Sentiment analysis also plays a crucial role, revealing how different audience segments react and allowing for swift reputation management. Many African brands struggle with post-event PR impact analysis, often focusing solely on momentary buzz without extracting long-term insights from media data.

The concept of “The Kendrick Lamar Effect” speaks to leveraging credibility, cultural influence, and performance metrics to sustain media momentum beyond a single event.

African PR professionals must learn from this by ensuring that every global engagement translates into measurable brand equity.

This means that artists, influencers, and corporate brands must work with media intelligence teams to quantify their impact, benchmark against industry standards, and ensure PR campaigns are not just reactive but proactive.

The challenge many African entities face is the lack of structured measurement frameworks that tie media exposure to business or career objectives. This knowledge gap is where PR measurement must step in to bridge the disconnect.

A vital lesson from Lamar’s Super Bowl impact is the role of multi-channel amplification. The performance itself was one layer, but the true media influence was built through post-event interviews, media engagement, and collaborative content syndication.

African PR teams must adopt an omnichannel approach to PR execution, ensuring that media exposure is not short-lived.

This requires a strategic mix of traditional media placements, influencer partnerships, and digital storytelling. In PR measurement, it is crucial to analyze which media channels drive the highest engagement and conversion rates, ensuring that communication strategies are data-driven rather than intuition-based.

Looking at case studies from both African and global perspectives, we have seen how the absence of media intelligence has led to missed opportunities.

Burna Boy’s Coachella moment, for instance, was a landmark global exposure, yet the post-event PR lacked the necessary follow-through in structured PR measurement.

In contrast, brands like Nike and Pepsi have perfected the art of extending media relevance beyond an event moment by employing predictive analytics, sentiment tracking, and engagement mapping. This difference in execution is a key area where African PR professionals must evolve—ensuring that global opportunities do not just end with event visibility but translate into long-term influence and business value.

Beyond just media coverage, there is also the crucial aspect of audience behavior analysis. Lamar’s performance was not just about numbers; it was about how his audience engaged, shared, and created conversations. African PR professionals must shift from vanity metrics to behavioral metrics, focusing on how audience perception changes post-event. Did the media narrative drive new brand partnerships? Was there an uptick in music streaming or product purchases? These are the questions that media intelligence must answer, ensuring that PR efforts are aligned with tangible outcomes.

The overarching lesson for Africa’s PR and communications industry is that major events are PR goldmines—but only if approached with precision, backed by intelligence, and measured effectively.

Lamar’s Super Bowl presence serves as a playbook for how media influence can be engineered through strategic PR planning, near real-time sentiment tracking, and multi-platform amplification.

African artists and brands have the talent and potential; what remains is the intentional use of media intelligence to ensure that every opportunity is maximized to its fullest potential. PR measurement is not an afterthought—it is the foundation for sustainable media success.

*Philip Odiakose is a leader and advocate of PR measurement, evaluation, and media monitoring in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC, NIPR, AMEC Lab Initiative, AMCRON and ACIOM

The post Leveraging the Kendrick Lamar Blueprint: How African Artists & Brands Can Maximize Global PR Impact appeared first on Tech | Business | Economy.

From policy implications to economic ties, Trump’s re-entry into the White House holds implications for global geopolitics, especially for Nigeria.

This article explores the Nigerian media’s portrayal of Trump’s return to power, the sentiment reflected in the coverage, and the critical role of continuous media monitoring and intelligence for policymakers, businesses, and global brands operating in Nigeria.

Nigerian media has been abuzz with discussions ranging from Trump’s controversial policies during his first term to speculations about what his leadership could mean for Africa.

During the inauguration, notable themes of economic revival and national pride were underscored, with Trump promising a “golden age“ for America.

(NPR.org) Yet, Nigerian outlets have cautiously emphasized the risks his leadership might pose to U.S.-Africa relations, focusing on issues like trade, immigration, and foreign aid.

Nigerian media monitoring and intelligence consultancy P+ Measurement Services have identified a few critical trends in Trump-related coverage within Nigeria:

1. Media Exposure Share: Analysis shows that 58% of the stories about Trump’s inauguration and its potential impact on Nigeria appeared in major print and online publications such as The Guardian Nigeria, daily.ng, and ThisDay.

Broadcast media accounted for 29% of coverage, while social media discussions made up the remaining 13%. This distribution underscores the importance of print and online platforms in shaping public perception and discourse.

2. Sentiment Analysis: Neutral to negative sentiments dominated the narrative, with 62% of analyzed articles adopting a cautious tone. Coverage focused on concerns over Trump’s history of unpredictable policies, trade wars, and his limited engagement with Africa during his previous term. Positive sentiment accounted for just 21%, largely emphasizing hopes for improved trade relations or potential policy shifts favouring Africa.

3. Earned Media Performance: Media intelligence from P+ Measurement Services highlights that Nigeria generated significant earned media exposure about Trump, with mentions of “Nigeria” in U.S. inauguration coverage up by 19% compared to Biden’s inauguration four years ago. However, much of this media engagement stemmed from concerns rather than optimism.

4. Reputation and Policy Context: Trump’s first presidency saw restrictions on immigration and limited engagement with African development initiatives.

Many Nigerian commentators fear his return could amplify these challenges, particularly around visas, trade agreements like AGOA, and strategic defense collaborations.

The results emphasize the necessity of continuous media monitoring and intelligence for three key stakeholder groups in Nigeria:

• Policymakers: Nigerian government officials must leverage near-real-time media analysis to understand policy shifts in Washington and how they impact Nigeria. With the U.S. being a major trading partner, monitoring Trump’s statements, speeches, and executive orders can provide early warnings about potential changes to tariffs, sanctions, or aid structures. Policymakers can use this data to craft timely responses and maintain Nigeria’s strategic positioning on the global stage.
• Corporate Brands in Nigeria: Companies engaged in sectors such as agriculture, oil and gas, and technology must monitor global economic trends sparked by Trump’s policies. For example, renewed energy dominance strategies by the U.S. may disrupt Nigeria’s crude oil exports. Similarly, stricter immigration laws could limit talent mobility for Nigerian tech firms with global ties.
• Global Brands Operating in Nigeria: Multinationals like Procter & Gamble, MTN Nigeria, and The Coca-Cola Company must consider how Trump’s “America First” policy could impact supply chains, investments, and partnerships. Continuous media sentiment tracking within Nigerian media offers these brands valuable insights into local consumer behaviour and reputation management in response to U.S. policy shifts.

As we look ahead, Trump’s policies and their global implications will continue to shape media narratives in Nigeria.

Nigerian stakeholders—across public and private sectors—must remain agile, leveraging insights derived from structured media intelligence to safeguard their interests and anticipate changes effectively.

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

The post TRUMP 2.0: How Nigerian Media is Tracking Trump’s Presidency and Why Brands Should Care appeared first on Tech | Business | Economy.

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 is Covenant University 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. 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 the NIGERIAN INSTITUTE OF PUBLIC RELATIONS, LAGOS (Lagos NIPR), which integrated measurement and evaluation education into its curriculum in 2017. This forward-thinking move was driven by a partnership between P+ Measurement Services and the NIPR Lagos leadership at the time, under the chairmanship of Segun Mcmedal. It is encouraging to see that this initiative has been sustained by the current chairperson, Madam 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 the Nigerian Institute of Public Relations, under the leadership of Dr. Ike Neliaku, will recognize the importance of adopting measurement and evaluation as an integral part of the institute’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 like AMEC Measurement and Evaluation Education Hub under the leadership of Johna Burke 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, “Education is the beginning, the middle, and the end of the acceptance and best practices of measurement.”

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.

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