A new book,  aimed at helping  PR and communications professionals move beyond assumptions and perception-based reporting toward data-driven, objective-led measurement that commands credibility in boardrooms, has been launched.

 

 

Titled, “The Science of Public Relations: A Comprehensive Guide to Measurement and Evaluation”,  the book, authored  by one of Africa’s leading intelligence experts and PR Measurement authorities, Philip Odiakose, is rooted in the author’s hands-on experience in the marketing communications industry, spanning over a decade.

 

 

The author, who is also the Chief Media Analyst at P+ Measurement Services, explained that the book, which is available  in paperback format in Nigeria, and as a digital edition for the global readers,  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. This book delivers a real-world toolkit for proving value and positioning PR as a strategic driver of results,” the author stated.

 

 

In a major endorsement, respected PR consultant, and immediate past Chairman, Lagos Chapter,  Nigerian Institute of Public Relations (NIPR),  McMedal Olusegun, has been appointed as the official advocacy ambassador for the book.

 

 

McMedal  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.

 

 

In his reaction, the former NIPR Chairman described the book as coming  at a crucial time for the PR profession.

 

 

“It demystifies measurement and gives every PR professional—from entry-level to executive, the tools to show impact, not just effort,” he stated.

 

 

Readers of  new book, he added, 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.