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.

“As the communications industry evolves, it’s clear that our future lies in the hands of young professionals who bring fresh perspectives, new thinking and perspectives, and a deep understanding of the digital-first world. SMARTGEN is PRISA’s commitment to nurturing this talent and ensuring that the next generation is equipped with the skills, support, and ethical grounding needed to lead our profession forward,” says Paul Reynell, Board Chairperson of the Membership Committee at PRISA.

Why SMARTGEN matters

As the PR landscape continues to change, with rapid technological advancements, shifting audience behaviours, as well as growing demands for transparency and accountability, the industry faces several opportunities and challenges.

SMARTGEN is PRISA’s response to these changes – an embodiment of its unwavering commitment to putting the industry first.

Every initiative PRISA undertakes, including SMARTGEN, is rooted in a vision of long-term growth and sustainability for the profession.

By equipping young professionals with the tools to thrive, PRISA is not only addressing immediate industry needs but also laying a strong foundation for the future of public relations.

“SMARTGEN is more than a mentorship and membership programme; it’s a movement that reflects PRISA’s dedication to the profession and the people who shape it,” points out Reynell. “We recognise the immense potential of young professionals and the unique challenges they face. SMARTGEN is our way of investing in their growth, wellbeing, and success while securing the continued evolution and relevance of the PR industry.” 

A programme built on five pillars of growth

At its core, SMARTGEN is designed to address key areas essential to the holistic development of young professionals.

These include:

• Professional skills development: Preparing members to excel in communication, leadership, and collaboration.
• Community building: Creating a network of peers and mentors to foster connection, support, and shared growth.
• Mental health awareness: Acknowledging the pressures of the modern workplace and equipping members with resources to prioritise well-being.
• Career journeys: Offering mentorship and practical advice to navigate career pathways in both agency and corporate environments.
• Global PR insights: Providing a Pan-African and global perspective to help members broaden their understanding of the profession and its potential.

PRISA has always been at the forefront of advancing the PR profession. SMARTGEN reflects a strategic move to bridge generational gaps, adapt to a changing industry, and uphold the standards of excellence that define the organisation and industry in Southern Africa.

It also positions PRISA as a champion for the future of PR – one that listens to, supports, and amplifies the voices of young professionals.

SMARTGEN also aligns with PRISA’s broader mission to professionalise PR, uphold its credibility, and prepare our members to tackle the challenges of the future with confidence.

Join the movement

PRISA invites students and young professionals under 25 to be part of this incredible programme. For students entering their third year, SMARTGEN also serves as a reminder to apply for internships with PRISA-registered agencies to gain invaluable industry experience.

To ensure that SMARTGEN is accessible to all aspiring PR professionals, PRISA is introducing sponsored memberships for talented individuals who lack the financial resources to participate.

Sponsored positions are limited, and candidates are encouraged to submit a one-page CV and motivational letter to smartgen@prisa.co.za.

Additionally, SMARTGEN will offer a reduced PRISA membership fee of R500 and incentives for group registrations, such as discounts for agencies registering four or more young professionals.

The post PRISA Launches SMARTGEN: With 5 Pillars it Aims to Shape the Future of PR appeared first on Tech | Business | Economy.