BrandsTrack

Review       There is a quiet revolution happening in Public Relations, and no, it is not another rebrand of “storytelling.” 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.    Read More

    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, PhilipRead More

    Let us be honest — if I had a naira for every time a CEO said or thinks PR is a “cost center,” I would probably have built a second agency by now. And I get it — PR feels intangible to some folks in the C-suite. It is not always as direct as “We spent X and sold Y.” But hereRead More

Philip Odiakose   Who will save PR professionals from the negative news nightmare? Before I get into this, let us set the scene. Imagine this: You are a PR professional, swamped with idea conceptualization, media engagements, stakeholder engagement, press releases, client approvals, and a never-ending to-do list. Suddenly, a message pops up from your client: “Hey, did you see thisRead More

Philip Odiakose Philip Odiakose is  the  Chief Media Analyst at P+Measurement Services. In this piece, the advocate of Media Monitoring and  Public Relations (PR) Measurement and Evaluation in Nigeria,  discusses the role of PR in enhancing public perception, while warning of the dire consequences of any attempt by the practice  to evaluate its own work.     Public Relations isRead More