Philip Odiakose, Africa’s leading media intelligence expert and PR measurement authority, today officially launched his much-anticipated book, The Science of Public Relations: A Comprehensive Guide to Measurement and Evaluation.
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.
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.
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