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).

This year’ s research, carried out by Reputation Matters, focuses on the evolving landscape of PR and Communications practice across Africa.

According to the statement signed by Dr. Omoniyi Ibietan, the secretary-general of APRA, the flagship study aims to capture comprehensive demographic data on the industry while exploring critical issues such as ethical practices, PR’ s role in business, talent management, remote work, and future challenges.

PR professionals across Africa are invited to participate in the survey, which takes just a few minutes to complete.

In keeping with research ethics, all responses remain confidential. The results will be unveiled at the annual APRA Conference, taking place in Mombasa, Kenya, in 2025.

Arik Karani, president of APRA, captures the essence of this enterprise as he emphasized that, “at APRA, we believe in the power of unity and collaboration across the continent. By leveraging research and best practices, we can strengthen the PR industry in Africa and create a more ethical, transparent, and impactful profession. This study is a vital step toward understanding our diverse landscape and working together as one Africa to address the challenges and opportunities that is ahead.”

PRCA International Director Melissa Cannon MPRCA, equally underscored Mr. Karani’ s statement in declaring that, “this collaborative effort with APRA provides a valuable opportunity to compare recent changes in the African PR landscape with previous years and forecast the challenges that ie ahead. By examining current trends and shifts, we aim to gain a deeper understanding of the industry’ s evolution and better prepare for the future.”

APRA leadership expressed delight that Regine le Roux, founder and managing director of Reputation Matters, conducting the research has said that, “it is encouraging to see the emphasis that APRA and the PRCA are placing on research, truly leading by example. Research is critical not only for strategic communication development but also for securing a seat at the boardroom table by speaking the language of the C- suite— numbers. We are eager to gain deeper insights from communicators across the continent into ethics and better understand the PR landscape, so we can unite and move forward as one Africa.”

The survey is available in both English and French, and it is accessible here.

The flagship study, conducted by Reputation Matters, will gather demographic data on the industry and investigate issues including perceptions of PR in business, ethics, talent, and the pandemic’s impact.

The survey comes on the eve of PRCA Africa celebrating its one year anniversary. Since launching, the world’s largest professional PR association has expanded its presence across the continent with members joining from agencies, in-house teams, and as freelancers.

The survey takes a few minutes to complete and all responses will remain anonymous.

PRCA Africa Chair Jordan Rittenberry said:

“The State of the African PR Landscape report will greatly benefit PR and communications professionals in Africa. What we do know is that we’re in one of the most exciting and vibrant parts of the world for PR and communications. But where are the opportunities for growth? And what ethical challenges do we still need to confront? This is an opportunity for us to gather in-depth analysis on how the industry is really tracking and to inform PRCA Africa’s policy priorities for this year and beyond.”

Reputation Matters Managing Director Regine le Roux said:

“Prioritising public relations and finding ways to secure a seat around the boardroom table has always been of keen interest to us. With this research the PR industry will be able to learn from each other and find ways to grow together. There is so much knowledge and lessons to be shared with each other across the continent.”

Take the PRCA survey here.

The Public Relations and Communications Association (PRCA) is the world’s largest professional PR body.

The body represents more than 35,000 PR professionals in 82 countries worldwide. With offices in London, Hong Kong, Dubai, Singapore, and Buenos Aires, PRCA is a global advocate for excellence in public relations.

The mission is to create a more professional, ethical, and prosperous PR industry. PRCA champions – and enforces – professional standards around the world through our Professional Charter and Code of Conduct. The Code compels members to adhere to the highest standards of ethical practice.

PRCA also manages the International Communications Consultancy Organisation (ICCO) – the umbrella body for 41 PR associations and 3,000 agencies across the world, and LG Comms – the UK’s national body for local government communicators.