{"id":387835,"date":"2025-08-31T21:08:17","date_gmt":"2025-08-31T21:08:17","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/387835\/"},"modified":"2025-08-31T21:08:17","modified_gmt":"2025-08-31T21:08:17","slug":"a-just-in-time-book-addresses-the-elephant-in-the-public-relations-room","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/387835\/","title":{"rendered":"A just-in-time book addresses the elephant in the public relations room"},"content":{"rendered":"


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Philip Odiakose (2025), The Science of Public Relations: A Comprehensive Guide To Measurement and Evaluation. Lagos: P Plus Measurement Services. ISBN: 978-978-779-967-3. 388 pages.<\/strong>\n<\/p>\n

Philip Odiakose\u2019s The Science of Public Relations, labelled A Comprehensive Guide to Public Relations Measurement and Evaluation, is a timely and suitable response. It has arisen as public relations takes on a leading role in communication, driven by the diversity of digital platforms, increasingly informed audiences, and the need for effective stakeholder engagement. Budgets are larger, as are the expectations for accountability and value for money.\n<\/p>\n

Public relations measurement is gaining momentum due to the growing significance of the discipline in the digital and social media age. Executives across different functions have recognised, sometimes at considerable cost and difficulty, the value of concepts such as image, reputation, and presence.<\/p>\n

PR research and measurement focus on these issues in 2025:<\/strong>\n<\/p>\n

\u2022 AI and automation integration: Examination of how AI is transforming PR research and measurement.<\/p>\n

\u2022 Advanced measurement frameworks: An overview of contemporary methods beyond traditional metrics.\n<\/p>\n

\u2022 Ethical considerations and transparency: Discussing ethical challenges in AI-driven PR.\n<\/p>\n

\u2022 Crisis Communication Metrics: Evaluation of Novel Crisis Measurement Methods.\n<\/p>\n

\u2022 Owned media and content analytics: Exploration of owned channel measurement strategies.\n<\/p>\n

\u2022 Predictive analytics and digital twins: A review of emerging predictive PR technologies.<\/p>\n

\u2022 Integration of human and AI analysis: Balancing technological and human elements.\n<\/p>\n

Odiakose\u2019s The Science of Public Relations guides readers from the basics to the advanced aspects of public relations measurement, helping professionals confidently explain what public relations offers.\n<\/p>\n

Experts say the language of business is numbers. The Science of Public Relations equips PR professionals with metrics, rationale, and figures to explain and justify their work in the language of business. It was the elephant in the room: how to value PR\u2019s contribution.\n<\/p>\n

As a confidence measure, Odiakose suggests shifting the focus from Return on Investment (ROI) to Return on Objective (ROO). One is a financial metric, while the other is more expansive.\n<\/p>\n

Odiakose: \u201cPR measurement extends beyond the financial impact of a campaign on PR activity. PR firms use ROO to measure the success of the campaign based on the objectives set. These objectives could be to increase brand awareness, establish a positive brand reputation, improve brand favourability, and enhance purchase intent.<\/p>\n

\u201cBy analysing outcomes achieved through media coverage, influencer partnerships, and events, PR professionals can demonstrate how their work supports business objectives like increased brand awareness or customer engagement.\u201d\n<\/p>\n

Odiakose provides a formula for measuring ROO, but you must purchase the book to study and understand it.\n<\/p>\n

The 388-page book comprises nine chapters. It covers topics such as Introduction to Measurement and Evaluation, Setting Clear Objectives and Goals, Theoretical Framework of PR Measurement, Media Monitoring, The Ultimate Goal, and Media Intelligence in PR Measurement. Additional chapters include \u201cMeasuring and Evaluating Digital PR,\u201d \u201cReporting and Presenting PR Metrics,\u201d \u201cCommon Misconceptions and Myths in PR Measurement,\u201d \u201cTrends in PR Measurement and Evaluation,\u201d and a Public Relations Dictionary.\n<\/p>\n

Measuring AI and valuing automation<\/strong>\n<\/p>\n

The public relations landscape in 2025 is marked by the widespread integration of artificial intelligence across all measurement functions. According to industry data, 74% of PR professionals in North America now use AI tools on a weekly basis, a notable increase from 46% in 2024. This shift goes beyond simple automation to more advanced functions, including media monitoring, sentiment analysis, and even predictive modelling of campaign outcomes. AI-powered tools have become crucial for processing the vast amounts of data generated across digital platforms, allowing PR teams to spot emerging trends and narrative patterns that would be impossible to detect manually. How do professionals measure and manage this new phenomenon?<\/p>\n

Philip Odiakose\u2019s Expertise and Credentials<\/strong>\n<\/p>\n

Philip Odiakose is uniquely positioned to author such a comprehensive guide on PR measurement and evaluation. As the Chief Media Analyst at P+ Measurement Services, he has established himself as a leading voice in media intelligence and PR measurement not just in Africa but globally.\n<\/p>\n

He built his portfolio and sought recognition and endorsements, entering and winning the Lapriga of the Lagos NIPR on multiple occasions.\n<\/p>\n

His credentials include:<\/strong>\n<\/p>\n

\u2022 Membership in the IPR Measurement Commission and AMEC Member Lab Initiative.<\/p>\n

\u2022 Certification in Public Relations Evaluation and Improvement Techniques from the Metropolitan School of Business and Management, UK. <\/p>\n

\u2022 Certification in Marketing and Communication from the International Business Management Institute, Berlin, Germany\n<\/p>\n

\u2022 Founding membership in the AMEC Lab Initiative demonstrates his commitment to advancing measurement education.\n<\/p>\n

Theoretical Foundations and Frameworks<\/strong>\n<\/p>\n

One of the book\u2019s most notable contributions is its comprehensive examination of the theoretical foundations of PR measurement. Chapter Three, \u201cTheoretical Framework of PR Measurement,\u201d is especially valuable, as it not only presents the AMEC Integrated Evaluation Framework but also links it to established public relations theories. These include:<\/p>\n

\u2022 Systems Theory: Examining how PR functions within organisational ecosystems.\n<\/p>\n

\u2022 Agenda Setting Theory: Exploring media influence on public perception.\n<\/p>\n

\u2022 Excellence Theory: Focusing on characteristics of excellent PR departments\n<\/p>\n

\u2022 Stakeholder Theory: Emphasising the importance of understanding diverse stakeholder groups\n<\/p>\n

\u2022 Measurement by Objectives: Providing a goal-oriented approach to evaluation.<\/p>\n

This integration of theory and practice is a key feature of Odiakose\u2019s work, bridging a gap that often exists between academic research and daily PR practice. By grounding measurement techniques in theoretical frameworks, the book helps practitioners develop more robust, scientifically sound approaches to evaluation that can withstand scrutiny in boardroom discussions.\n<\/p>\n

Practical Applications and Measurement Techniques<\/strong>\n<\/p>\n

Beyond theoretical foundations, \u201cThe Science of Public Relations\u201d excels in providing actionable tools and techniques for immediate application. Odiakose offers practical frameworks for moving beyond vanity metrics to meaningful measurements that demonstrate actual impact.. Some of the key practical elements include:\n<\/p>\n

\u2022 Guidance on building PR dashboards that visualise data effectively for stakeholders\n<\/p>\n

\u2022 Performance audit techniques that support a shift from output to outcome measurement<\/p>\n

\u2022 Advanced sentiment analysis methods that go beyond basic positive\/negative\/neutral classifications.\n<\/p>\n

\u2022 Techniques for accurately measuring influencer impact, addressing the question: \u201cHow influential is your influencer?\u201d\n<\/p>\n

Critical Analysis and Limitations<\/strong>\n<\/p>\n

Critics will quibble about the book\u2019s distinction between digital PR and traditional PR. There is really no such thing as digital versus traditional PR because it concerns only different channels. With each channel, the professional deals with reputation management, relationship management, and stakeholder communication.\n<\/p>\n

A second edition may broaden the examples to include more African markets, such as Ghana and Kenya, with robust public relations markets.<\/p>\n

Impact and Contribution to PR Education and Practice<\/strong>\n<\/p>\n

Odiakose is promoting his book innovatively by appointing former Lagos NIPR chair Segun McMedal as its ambassador to facilitate its integration into academic curricula across institutions.\n<\/p>\n

Significant contribution to public relations.<\/strong>\n<\/p>\n

Philip Odiakose\u2019s \u201cThe Science of Public Relations: A Comprehensive Guide to Measurement and Evaluation\u201d represents a significant contribution to the public relations field, particularly in the African context, where resources on PR measurement have been limited. The book successfully bridges theory and practice, providing both the theoretical foundations and practical tools needed to advance PR measurement capabilities.\n<\/p>\n

For PR professionals at all stages of their careers\u2014from students to seasoned executives\u2014this book provides invaluable insights and techniques for demonstrating the value of PR activities. For organisations, it offers a framework for holding PR functions accountable and ensuring they contribute meaningfully to organisational goals. For academics, it presents a comprehensive resource that can improve PR curricula and better prepare students for the data-driven demands of contemporary practice.<\/p>\n

While particularly relevant for African practitioners, the book\u2019s comprehensive approach to measurement and evaluation makes it a valuable resource for PR professionals globally. Its emphasis on contextualization and adaptation of global frameworks to local markets provides an important model for how PR knowledge can be developed and shared across different regions.\n<\/p>\n

As the PR industry continues to evolve toward greater accountability and data-driven practice, \u201cThe Science of Public Relations\u201d will likely serve as an essential reference for years to come, helping to advance the profession and elevate its strategic importance within organisations.<\/p>\n

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