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Without a foundational understanding of how to measure impact, PR practitioners are left to rely on outdated metrics or superficial indicators that do not reflect true campaign performance.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

Welcome to new year! As we step into 2025, the world of PR monitoring and measurement is undergoing a significant transformation.

This year, we anticipate trends that will reshape how brands, PR agencies, and independent measurement consultancies collaborate, ensuring transparency, unbiased analyses, and actionable insights.

In this newsletter, I will provide a dual perspective: the Nigerian PR monitoring landscape and the global outlook for 2025.

Local PR Monitoring and Measurement Outlook: Nigeria in 2025

1. Increased Demand for Transparency: Nigerian brands are recognizing the importance of transparency in PR outcomes. There will be heightened demand for agencies to provide detailed, unbiased performance audits.
2. Adoption of Independent Measurement Consultancies: The era of self-evaluation by PR agencies is waning. In 2025, more Nigerian brands will partner with independent consultancies like P+ Measurement Services to ensure objective insights that foster accountability.
3. Integration of Technology with Local Expertise: As AI tools and platforms gain traction, Nigerian PR professionals must strike a balance between technology-driven insights and localized expertise to cater to the unique dynamics of our market.
4. Shift from ROI to ROO (Return on Objectives): In 2025, Nigerian PR practitioners will move beyond traditional ROI (Return on Investment) metrics that focus solely on financial outcomes. Instead, there will be a focus on ROO (Return on Objectives), emphasizing how PR efforts meet broader organizational goals such as brand awareness, reputation enhancement, stakeholder engagement, and social impact. This shift aligns with the evolving Nigerian economic landscape, where businesses prioritize long-term value creation and sustainability over short-term financial gains.
5. Education as a Driver for Adoption: The need for education on measurement standards will grow. Initiatives like AMEC’s Measurement Month and local workshops like EvaluatePR event by P+ Measurement Services , Spin Sucks led by Gini Dietrich, and Measurement Base Camp by Paine Publishing led by Katie Delahaye Paine will play a pivotal role in driving adoption and bridging the knowledge gap among PR professionals.

Global PR Monitoring and Measurement Outlook: 2025

1. Increased Collaboration Between PR Agencies and Measurement Experts: Globally, we will see stronger partnerships between PR professionals and measurement consultants to deliver credible, data-backed reports that influence boardroom decisions.
2. Standardization Through Education: AMEC Measurement and Evaluation (International Association for the Measurement and Evaluation of Communication) and its members will continue leading the charge in educating PR professionals on best practices, ensuring global alignment on measurement standards like the Barcelona Principles, Measurement Maturity Mapper and Measurement Framework.
3. Rising Demand for Unbiased Audits: Brands across the globe will increasingly seek independent PR measurement audits, avoiding conflicts of interest and ensuring that insights are impartial and actionable.
4. Adoption of Technology and Real-Time Analytics: The rise of real-time monitoring and advanced analytics tools will enable PR professionals to adjust strategies dynamically, making campaigns more impactful.
5. Focus on ESG and Social Impact Metrics: Environmental, Social, and Governance (ESG) metrics will take center stage in global PR measurement. Organizations will prioritize measuring how their communications align with sustainability and societal goals.

The Way Forward

2025 marks a year of audacious transformation in PR monitoring and measurement, both in Nigeria and globally. At P+ Measurement Services, we are committed to driving this change by partnering with brands, agencies, and global stakeholders to deliver transparent, unbiased, and impactful insights.

The success of PR measurement lies in the collaboration between PR professionals and measurement experts, coupled with continuous education and adherence to global standards. As a founding member of AMEC Member Lab Initiative, I am optimistic about the role we will play in shaping the future of this industry.

Let us redefine PR measurement together, one campaign at a time.

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

The ability to accurately monitor and measure media coverage is essential for PR and communication professionals who need to gauge public sentiment, assess brand reputation, and drive impactful communication strategies.

However, as automated PR measurement tools become increasingly popular, it is critical to consider the limitations of these tools and their potential shortcomings. When metrics are purely derived from automated tools, the insights provided can often be misleading or, in some cases, dangerously inaccurate.

Studies indicate that automated PR measurement tools can achieve accuracy levels of, at best, around 55%, which poses a significant question for decision-makers: can we afford to be wrong nearly half the time? – Quote by Todd Murphy President of Truescope – North America

At P+ Measurement Services, we have observed firsthand that while automation has revolutionized PR data gathering and increased the speed and efficiency of media monitoring, there is a substantial difference between raw PR data collection and insightful analysis.

Automated tools are excellent for aggregating large volumes of information quickly, especially across web and digital media.

However, PR measurement is not just about volume; it is about context, sentiment, relevance, and, most importantly, actionable insights.

This is where human expertise becomes indispensable. A trained media analyst brings depth and understanding that automated tools simply cannot replicate.

Contextual nuances, industry trends, sentiment analysis, and the ability to distinguish between relevant and irrelevant mentions are all areas where human expertise significantly outshines automated systems.

In a notable case at P+ Measurement Services, we were engaged by a client in the fast-moving consumer goods (FMCG) industry who was dealing with a public perception issue. Initially, automated media monitoring had flagged a large number of mentions across various news outlets and digital platforms. The automated tool reported a neutral to positive sentiment based on keyword analysis. However, upon deeper inspection by our team of analysts, it became apparent that a significant portion of the mentions were, in fact, laced with subtle criticisms, sarcasm, and negative undertones that the automated tool failed to detect. Through manual review and contextual sentiment analysis, our analysts identified a negative trend that would have otherwise gone unnoticed, allowing us to provide the client with an accurate assessment and actionable recommendations. Without human intervention, the client might have interpreted the automated results as positive, potentially leading to complacency and an inadequate response to the underlying issues.

Furthermore, automated tools often lack the ability to perform SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis with the level of detail and depth that a human analyst can offer.

PR measurement isn’t just about capturing mentions; it is about understanding how these mentions align with a brand’s strategic objectives, identifying potential threats to reputation, recognizing strengths in communication strategies, and highlighting opportunities for brand engagement.

For instance, in another engagement, our analysts at P+ Measurement Services went beyond the numbers by conducting a comprehensive SWOT analysis for the client, providing them with a roadmap for strengthening their messaging.

Through this analysis, we uncovered underlying threats and weaknesses in their communication approach that were not evident in automated reports, helping the client make informed adjustments to their strategy.

The importance of human input does not imply that automation should be discarded entirely. On the contrary, automation is invaluable for tasks that require the rapid aggregation of data across vast networks, particularly on web media.

At P+ Measurement Services, we leverage automated tools to streamline data gathering, reducing the time it takes to collect mentions across platforms.

Automation serves as a powerful support system, allowing analysts to access a wide range of data points with ease.

However, we recognize that the role of these tools is to assist rather than replace human analysis. The ideal approach, and one that we consistently employ, is a hybrid model where automation handles data collection while human expertise brings context, analysis, and strategic insight to the table.

The danger of relying solely on automated measurement tools is the risk of oversimplifying complex media narratives. For instance, an automated system may be programmed to count the number of mentions, track keyword appearances, and assign sentiment scores based on preset algorithms.

However, without the human capacity to understand cultural nuances, recognize irony, and analyze sentiment in context, the resulting data can be skewed, leading to misguided conclusions.

PR and communication professionals depend on accurate insights to make strategic decisions, especially in times of crisis, and relying on metrics that may only be 55% accurate can be a costly error.

The reality is that numbers alone do not tell the full story; they require interpretation, depth, and a human touch to truly reflect a brand’s position in the media landscape.

Ultimately, the combination of automated tools and human analysts offers the most powerful approach to media measurement.

At P+ Measurement Services, we advocate for a balanced integration where machines support humans, not replace them. Automation excels at data gathering, but human analysis brings the insights needed to transform raw data into meaningful narratives.

The power of PR measurement lies not just in counting media mentions but in understanding their impact and aligning them with strategic objectives.

By embedding human expertise into the measurement process, brands can gain an accurate, nuanced, and actionable view of their media presence.

In the world of media monitoring and analysis, getting it right half the time is not good enough.

Brands need—and deserve—the precision and insight that only skilled analysts can provide, complemented by the efficiency of automated tools.

*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.

For over a decade, AVE has been used by PR professionals and organizations as a means to assign a monetary value to earned media coverage by equating it with the cost of equivalent advertising space.

However, as a Chief Media Analyst with more than a decade of experience in PR measurement and evaluation, I have come to understand the inherent flaws and limitations of AVE, and it is crucial to shed light on why relying on this metric can be detrimental to accurately assessing the impact of public relations efforts.

The Flaws of AVE

Misalignment of Objectives: PR and advertising serve fundamentally different purposes within the marketing mix.

While advertising is a paid form of communication aimed at promoting products or services, PR is centered around building relationships, managing reputations, and influencing perceptions through earned media coverage.

Attempting to equate the two overlooks the unique value proposition of PR and can lead to misguided interpretations of its effectiveness.

Inaccurate Valuation: AVE relies on simplistic calculations that assign a monetary value to PR coverage based on equivalent advertising rates.

However, this approach fails to consider crucial factors such as negotiated rates, audience engagement, message credibility, and the qualitative aspects of media coverage.

As a result, AVE often provides inflated or misleading estimations of PR impact, undermining the credibility of measurement efforts.

Lack of Contextual Understanding: AVE disregards the contextual nuances of media coverage, including tone, sentiment, and relevance. Without considering these factors, it is impossible to gain a comprehensive understanding of the impact of PR efforts on audience perceptions and behaviour.

By reducing PR outcomes to mere monetary values, AVE fails to capture the qualitative dimensions of PR effectiveness and provides limited insights for strategic decision-making.

Practical Challenges of AVE Implementation

Difficulty in Calculation: Calculating AVE requires access to advertising rates for equivalent media placements, which may not always be readily available or accurately reflective of the value of PR coverage. This can lead to inconsistencies and inaccuracies in measurement practices.

Inconsistent Methodologies: Different organizations and practitioners may use varying methodologies for calculating AVE, leading to discrepancies and lack of standardization in measurement approaches.

This inconsistency undermines the reliability and comparability of AVE data across different contexts. 

Focus on Quantity over Quality: AVE tends to prioritize the quantity of coverage over its quality, incentivizing PR practitioners to prioritize securing high-volume media placements rather than focusing on strategic messaging and engagement with target audiences.

This emphasis on quantity over quality can distort measurement efforts and detract from the strategic objectives of PR campaigns.

Embracing Alternative Approaches to PR Measurement

To overcome the limitations of AVE and accurately assess the impact of PR efforts, organizations must embrace alternative approaches to measurement and evaluation. Some alternative metrics and methodologies to consider include:

Outcome-Based Measurement: Shift the focus from outputs such as media mentions to outcomes such as changes in brand perception, customer behavior, and business results. By measuring the tangible outcomes of PR activities, organizations can gain a clearer understanding of their impact on achieving strategic objectives.

Quality Metrics: Utilize metrics such as sentiment analysis, message resonance, and share of voice to assess the quality and effectiveness of PR coverage.

These qualitative metrics provide valuable insights into audience perceptions and engagement, enabling organizations to gauge the resonance of their messaging and positioning strategies.

Integrated Measurement Approaches: Integrate qualitative and quantitative methods, such as media monitoring, media analysis, and surveys, to gain a comprehensive understanding of PR impact and audience engagement.

By combining multiple data sources and measurement techniques, organizations can triangulate insights and validate findings, leading to more robust and reliable measurement outcomes.

Moving Beyond AVE for More Effective PR Measurement

In conclusion, AVE represents a relic of outdated measurement practices that fails to capture the true value and impact of PR efforts.

By relying on simplistic calculations and overlooking contextual nuances, AVE undermines the credibility and effectiveness of PR measurement and evaluation.

To advance the field of PR measurement and ensure more accurate and meaningful assessments of PR impact, organizations must move beyond AVE and embrace alternative approaches that prioritize outcomes, quality metrics, and integrated measurement methodologies.

By doing so, organizations can gain deeper insights into the effectiveness of their PR initiatives and make more informed strategic decisions, ultimately driving greater success and impact in their PR endeavors.

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In this article, I delve deep into the pivotal role of evangelism and education in nurturing a healthy PR measurement culture within organizations.

The Evolution of PR Measurement

Gone are the days when PR success was solely measured by the number of press clippings or the reach of a media mention.

Today, in the age of digitalization and data abundance, PR professionals have access to an array of sophisticated tools and metrics that enable them to quantify the impact of their efforts accurately.

However, harnessing the full potential of PR measurement requires more than just technological prowess—it demands a cultural shift within organizations.

Evangelism: Championing the Cause of PR Measurement

At the heart of any successful PR measurement culture lies evangelism—the fervent advocacy for the adoption and integration of measurement practices into the fabric of an organization. As a Chief Media Analyst, I have learned that evangelism begins with instilling a deep-seated belief in the transformative power of data-driven decision-making.

Building Awareness and Understanding

One of the primary challenges in fostering a culture of PR measurement is dispelling the notion that PR is an intangible art form immune to quantification.

Evangelism involves educating stakeholders at all levels about the tangible benefits of measurement, from informing strategic planning to demonstrating return on objectives (ROO) and investment (ROI), when applicable.

By building awareness and understanding, evangelists lay the foundation for a receptive environment where PR measurement is valued and embraced.

Cultivating Advocates Across Departments

Evangelism extends beyond mere rhetoric—it entails cultivating advocates for PR measurement across marketing and communications departments and hierarchies.

These advocates serve as catalysts for change, championing measurement initiatives within their respective teams and spearheading collaborative efforts to integrate measurement into everyday PR practices.

By fostering a grassroots movement, evangelists ensure that the commitment to measurement is not imposed top-down but cultivated organically from within.

Aligning Objectives with Organizational Goals

A crucial aspect of evangelism is aligning individual and departmental objectives with overarching organizational goals.

PR professionals must understand how their efforts contribute to broader business outcomes, whether it is enhancing brand reputation, driving lead generation, or supporting crisis management efforts.

By emphasizing the direct correlation between PR activities and organizational success, evangelists inspire alignment and commitment towards measurement objectives.

Education: Empowering PR Professionals for Excellence

While evangelism ignites the spark of change, education fuels the flames of progress. As a Chief Media Analyst, I have recognized that education is paramount in equipping PR professionals with the knowledge and skills necessary to execute effective measurement strategies.

Continuous Learning and Professional Development

In a rapidly evolving landscape, stagnant skills are a recipe for obsolescence. Continuous learning initiatives, including workshops, seminars, and online courses, play a pivotal role in keeping PR professionals abreast of emerging trends, methodologies, and technologies in PR measurement.

By investing in professional development, organizations empower their teams to adapt to changing demands and leverage cutting-edge measurement practices effectively.

One key learning hub for PR professionals is https://www.mateplus.com.ng/ the platform also delivers reliable PR measurement and evaluation resources, educational content, and learning solutions specially designed for the Nigerian communications and public relations industry to prove value, ROO (return on objective), and make better communication and PR decisions.

Mastery of Measurement Tools and Techniques

Effective PR measurement requires proficiency in a diverse array of tools and techniques, from media monitoring platforms to sentiment analysis algorithms.

Education initiatives should prioritize hands-on training and skill development, enabling PR professionals to navigate these tools with confidence and extract meaningful insights from complex media data sets.

By mastering measurement tools and techniques, PR professionals enhance the accuracy and reliability of their analyses, ultimately driving informed decision-making and actionable insights.

Cultivating a Data-Driven Mindset

Education transcends technical proficiency—it cultivates a fundamental mindset shift towards data-driven decision-making.

PR professionals must learn to embrace data as a strategic asset, leveraging insights to optimize campaigns, mitigate risks, and capitalize on emerging opportunities.

By instilling a culture of curiosity, experimentation, and evidence-based decision-making, education empowers PR professionals to unlock the full potential of PR measurement and drive measurable impact across the organization.

The Symbiotic Relationship: Evangelism and Education

In the quest to cultivate a healthy PR measurement culture, evangelism and education are not disparate endeavors but symbiotic forces working in tandem towards a common goal. Evangelism ignites the passion for change, fostering a shared belief in the value of PR measurement, while education equips PR professionals with the knowledge and skills necessary to realize that vision.

Amplifying Impact Through Collaboration

When evangelism and education converge, the impact is amplified exponentially. By fostering a collaborative ecosystem where PR measurement consultants and PR professionals work hand-in-hand, organizations can accelerate the adoption of PR measurement practices and maximize their impact on business outcomes.

Whether through cross-functional workshops, knowledge-sharing sessions, or collaborative projects, synergistic efforts enable organizations to harness the full potential of PR measurement and drive sustainable growth.

Nurturing a Culture of Excellence

Ultimately, the goal of evangelism and education is to nurture a culture of excellence—a culture where PR measurement isn’t just a task but a mindset ingrained in the DNA of the organization.

By fostering a shared commitment to measurement excellence, organizations empower their teams to transcend mediocrity and achieve greatness, driving continuous innovation, improvement, and value creation.

Conclusion: Embracing the Future of PR Measurement

As the PR landscape continues to evolve, organizations must adapt to the changing realities of the digital age.

The era of guesswork and intuition is giving way to a new paradigm of data-driven decision-making, where insights reign supreme and outcomes are quantifiable. In this landscape, the importance of evangelism and education for nurturing a healthy PR measurement culture cannot be overstated.

By championing the cause of PR measurement and equipping PR professionals with the knowledge and skills necessary to excel, organizations can navigate the complexities of the modern PR landscape with confidence, agility, and foresight.

As a pioneer of PR measurement in Nigeria, I remain steadfast in my commitment to advancing the principles of evangelism and education, driving transformational change, and shaping the future of PR measurement for generations to come.

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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). Both agencies are members of AMEC and PAMRO.

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The fact that media intelligence has emerged as a crucial instrument that the public relations industry is utilizing to subdue media inattentiveness is one of the millions of wow impacts of this era.

How does your company’s brand see key performance indicators (KPI) for your PR campaigns? To make things easier, think of KPIs as more of a micro measurement that enables you to assess a campaign’s progress over time.

You see? Not really that profound. On the other hand, Return on Objectives (ROO) focuses more on the big picture and how beneficial the actual outcomes are.

All of this is basically a big fuss over the fact that using one statistic to gauge your media performance is insufficient. A positive outcome is one that meets all requirements and then some.

There are ways to quantify and analyze PR values for your company and demonstrate that media intelligence is the best investment you can make in all of your marketing activities, despite the fact that doing so is not as simple as you may believe.

The immense advantages of PR measurement in modern Nigerian corporates are simply beyond description. The customary no longer applies. Given that all data flows from Media Intelligence services, specifically P+ Measurement Services, there is no longer any correct or incorrect way to conduct it.

Still unsure? Your brand can benefit from media performance audits by being tracked, discovering patterns, gathering competitive and industry-specific media intelligence, and even monitoring difficulties in real time.

In reality, media intelligence is a component of 21st-century public relations practice that has demonstrated more to see than merely newspaper clippings and “measuring” using dated AVE, a wind that has never been beneficial to the Nigerian media monitoring and intelligence industry.

We didn’t anticipate how much PR measurement and performance auditing were being done in reality by media intelligence services like P+ Measurement Services.

Whoever it was that sowed in this soil of abandoning Advertising Benefit Equivalence and introducing fundamental insights and analytics to demonstrate the true value of all public relations activities had actually planted on fertile soil. Therefore, folks of this PR era have experienced an open sky.

This takes us to our Truth or Dare question: “Does your organization have a budget for media monitoring and intelligence? Sincerely, what media intelligence agencies track and analyze all of your PR efforts?

It’s about time you stole your PR assessment away from people who aren’t qualified or licensed to do the job! In one way or another, professionals in every sector rely on media intelligence information from local and national print, TV, radio, online, and social media sources. Why then does your PR budget not include a media performance audit?

It is impossible to overstate the importance of media intelligence in helping your brand grasp and comprehend the significance of each media engagement and opinion.

Additionally, it assists you in proving the real worth of your money for public relations and communications! Therefore, it makes sense that intelligence is frequently considered in the framework of public relations (PR) even if it is much more robust than that.

There are numerous methods to employ a media monitoring and intelligence agency for objectives more than just tracking earned media, regardless of your sector. So it makes sense to include a Media Performance audit in your PR budget!

It’s interesting to note that finding out where you or your rivals are mentioned isn’t the main goal; finding out where you or they aren’t is! That is what P+ Measurement Services adds above and beyond.

You say it, Could we have survived relying just on the severely stunted AVE as the only method of PR appraisal before the advent of the information superhighway? Obviously not!

P+ assists clients in finding the right road to PR success quickly. P+ is a well-respected source of media intelligence for PR agencies, corporate communicators, and media relations managers.

In search of the top professionals in the Nigerian media monitoring and intelligence sector? There is no need because P+ has always been the favored option because it sets the standard.