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.

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.