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Articles by Philip Odiakose
SEGUN MCMEDAL APPOINTED STRATEGIC BOOK AMBASSADOR FOR “THE SCIENCE OF PUBLIC RELATIONS”
Lagos, Nigeria — May 19, 2025 — In a significant move to advance public relations measurement education and practice in Nigeria and across Africa, renowned communications strategist Segun McMedal has been appointed as the Strategic Book Ambassador for “The Science of Public Relations: A Comprehensive Guide to Measurement and Evaluation,” authored by media intelligence expert Philip Odiakose.
Remo Secondary School 88/93 Set Stages Surprise Birthday Bash For Aare Adetola Emmanuelking
In a heartwarming and historic show of affection and loyalty, the 88/93 Class Set of the Remo Secondary School Old Students Association (RSSOSA) staged a grand surprise birthday celebration in honor of their own, the National President of RSSOSA, Aare Adetola Emmanuelking. The event, which took place at the prestigious Marriott Hotel, Lagos, was a spectacular and deeply emotional affair that left the celebrant overwhelmed and moved to tears.
PR Nightmares: Why Your Client Should Never Find Negative News Before You Do
Share 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 this negative news about us?” Your heart skips a beat. Your face? A mix of confusion and dread.
Appreciation Post to Celebrate IWD2025
Philip Odiakose · Follow 2 min read · -- Behind every milestone in my career and the success of P+ Measurement Services, there is been a woman — sometimes pushing me forward, sometimes challenging me, and othertimes always believing in me. Today, on International Women’s Day, I want to take a moment to say #ThankYou to the incredible women who have played pivotal roles in my journey.
Leveraging Kendrick Lamar Blueprint: How African Artists & Brands Can
By Princess Akari If you had told me five years ago, when I was just transitioning into product management, that the role would look like this today, I might not have believed you. But after five years working as a Product Manager (PM), I’ve seen how fast the industry moves, and 2025 is set to bring even bigger changes. Product managers who stay ahead of these changes will build better products and grow their careers. Those who don’t may struggle to keep up.
Leveraging The Kendrick Lamar Blueprint: How African Artists & Brands Can Maximize Global PR Impact
Share If you followed, watched, or were live at the Super Bowl you will agree with me that Kendrick Lamar’s presence at the Super Bowl was not just another high-profile performance; it was a masterclass in media influence, narrative control, and cultural imprinting. His ability to spark conversations, drive digital engagement, and shape public discourse proves the power of deliberate strategic media positioning.
The Power Trio: How Sales, Finance, and Marketing Rescue PR from the ROI
By Philip Odiakose Over the years, the conversation around PR measurement has evolved, yet one persistent challenge remains — how to prove the financial return on investment (ROI) of public relations efforts. I have shared my thoughts on this topic across multiple LinkedIn posts, and I felt compelled to provide a structured education on the subject.
The Power Trio: How Sales, Finance and Marketing Rescue PR From The ROI Dilemma
Over the years, the conversation around PR measurement has evolved, yet one persistent challenge remains — how to prove the financial return on investment (ROI) of public relations efforts. I have shared my thoughts on this topic across multiple LinkedIn posts, and I felt compelled to provide a structured education on the subject.
Bridging Theory and Practice: Integrating Measurement Education in Tertiary
By Philip Odiakose As a public relations measurement and evaluation expert with more than a decade of experience advocating the integration of measurement and evaluation into communications and PR engagements, I have witnessed firsthand the knowledge gaps that exist in the field. These gaps are particularly evident in how PR professionals and agencies approach measurement and evaluation.
Bridging Theory and Practice: Integrating Measurement Education in Tertiary Curriculums
Philip Odiakose · Follow 4 min read · -- As a public relations measurement and evaluation expert with more than a decade of experience advocating the integration of measurement and evaluation into communications and PR engagements, I have witnessed firsthand the knowledge gaps that exist in the field. These gaps are particularly evident in how PR professionals and agencies approach measurement and evaluation.
2025 PR Monitoring & Measurement Outlook: Local and Global |
By Philip Odiakose Welcome to my first LinkedIn Newsletter in 2025, where I share insights as a public relations measurement professional with more than a decade of experience shaping conversations in Nigeria and globally. As we step into 2025, the world of PR monitoring and measurement is undergoing a significant transformation.
2025 PR Monitoring & Measurement Outlook: Local and Global Perspectives
Philip Odiakose · Follow 3 min read · -- Welcome to my first LinkedIn Newsletter in 2025, where I share insights as a public relations measurement professional with more than a decade of experience shaping conversations in Nigeria and globally. As we step into 2025, the world of PR monitoring and measurement is undergoing a significant transformation.
"Beyond The Algorithm: How Human Analysts Bring Real Value To PR Measurement"
By: Philip Odiakose In public relations, data-driven decision-making has become a pivotal element of PR success. The ability to accurately monitor and measure media coverage is essential for PR and communication professionals who need to gauge public sentiment, assess brand reputation, and drive impactful communication strategies. However, as automated PR measurement tools become increasingly popular, it is critical to consider the limitations of these tools and their potential shortcomings.
Why Letting PR Agencies Evaluate Themselves Could Be Hurting Your Brand
Public relations is an essential element of corporate strategy, enabling organizations to build and maintain a positive image, communicate effectively with stakeholders, and navigate crises. PR agencies play a critical role in helping brands amplify their stories and enhance public perception. However, an increasingly concerning trend is the practice of PR agencies evaluating their own work.
"Are PR Agencies Playing Judge And Jury? The Risk Your Brand Can’t Afford"
By: Philip Odiakose Public relations is an essential element of corporate strategy, enabling organizations to build and maintain a positive image, communicate effectively with stakeholders, and navigate crises. PR agencies play a critical role in helping brands amplify their stories and enhance public perception. However, an increasingly concerning trend is the practice of PR agencies evaluating their own work.
The Secret Reason Your Media Monitoring Misses Key Stories: Low SEO Blogs
By Philip Odiakose In the most recent times, media monitoring has become an indispensable tool for brands aiming to stay on top of their public image, track press mentions, and gauge public sentiment. It allows businesses to identify how often they are mentioned across various platforms, providing insights that help in shaping future communication strategies.
"How Low-SEO News Blogs Are Hiding Your Brand’s Story From Media Monitors!"
By: Philip Odiakose In the most recent times, media monitoring has become an indispensable tool for brands aiming to stay on top of their public image, track press mentions, and gauge public sentiment. It allows businesses to identify how often they are mentioned across various platforms, providing insights that help in shaping future communication strategies.
The Role of Media Monitoring in Shaping Government Communication Strategies
By Philip Odiakose In governance, understanding public sentiment and effectively responding to emerging issues are important metrics that determine the success of public administration. The modern media landscape, characterized by the rapid dissemination of information across newspapers, websites, and social media, poses both opportunities and challenges for government officials.
The Role of Media Monitoring In Shaping Government Communication Strategies
By: Philip Odiakose In governance, understanding public sentiment and effectively responding to emerging issues are important metrics that determine the success of public administration. The modern media landscape, characterized by the rapid dissemination of information across newspapers, websites, and social media, poses both opportunities and challenges for government officials.
The Crippling Absence of the Audit Bureau of Circulations in Nigeria (ABC): A Setback for Media Professionals
The media landscape in Nigeria faces a significant challenge due to the absence of a functional Audit Bureau of Circulations (ABC). This gap critically hampers the ability of PR, advertising, and media professionals to access accurate audience reach data and insights, which are essential for evaluating the impact of media publications.
The Hidden Bias in PR: Why Independent Evaluation Is a Must for Brands
The Hidden Bias in PR: Why Independent Evaluation Is a Must for Brands By Philip Odiakose The role of public relations has evolved into a crucial component for brand management, reputation building, and strategic communication. However, the growing complexity and stakes of PR activities necessitate an objective and impartial assessment of their outcomes. This is where independent PR monitoring, measurement, and evaluation become indispensable.
The Media Monitoring Industry in Nigeria: Key Players, Specialties, And The Need For An Association
By: Philip Odiakose The media monitoring industry in Nigeria plays a pivotal role in shaping the landscape of advertising and public relations (PR). This industry, through its various key players, provides essential services that ensure brands can effectively track their media presence, evaluate their campaigns, and make data-driven decisions.
Why Measurement & Evaluation Is Necessary For The Growth Of The PR Industry: A Nigerian Perspective
As a PR measurement specialist and thought leader in PR measurement and evaluation in Nigeria, I have had the privilege of witnessing the transformative impact that rigorous measurement and evaluation practices can have on the public relations industry. In Nigeria, where the PR industry faces unique challenges and opportunities, embracing robust measurement and evaluation frameworks is essential for demonstrating value, enhancing the credibility of the profession, and driving sustainable growth.
Why Measurement and Evaluation is Necessary for the Growth of the PR Industry: A Nigerian Perspective
By: Philip Odiakose As a PR measurement specialist and thought leader in PR measurement and evaluation in Nigeria, I have had the privilege of witnessing the transformative impact that rigorous measurement and evaluation practices can have on the public relations industry.
Beyond AVE: The Pitfalls of Using Advertising Equivalency in PR Measurement
By Philip Odiakose In public relations (PR) measurement and evaluation, one metric has long been a topic of debate and scrutiny: Advertising Value Equivalency (AVE). For over a decade, AVE has been used by PR professionals and organizations as a means to assign a monetary value to earned media coverage by equating it with the cost of equivalent advertising space.
Navigating Uncertainty: The Enduring Value of OOH Advertising in Challenging Times
By Philip Odiakose In an era marked by economic volatility and shifting consumer behaviors, businesses are grappling with tough decisions regarding their advertising budgets. As a Media Analyst, I have witnessed firsthand the cyclical nature of economic downturns and their impact on marketing strategies. Amidst the uncertainty, one form of advertising continues to stand resilient: Out-of-Home (OOH) advertising.
Navigating Uncertainty: The Enduring Value of Out-of-Home (OOH) Advertising in Challenging Times
In an era marked by economic volatility and shifting consumer behaviors, businesses are grappling with tough decisions regarding their advertising budgets. As a Media Analyst, I have witnessed firsthand the cyclical nature of economic downturns and their impact on marketing strategies. Amidst the uncertainty, one form of advertising continues to stand resilient: Out-of-Home (OOH) advertising.
The Role of Evangelism and Education in Fostering a Healthy PR Measurement Culture
As the pioneer of public relations measurement in Nigeria, with over 15 years of professional experience, I have had the privilege of witnessing the evolution of PR measurement from a mere afterthought to an indispensable component of strategic communication. In this article, I delve deep into the pivotal role of evangelism and education in nurturing a healthy PR measurement culture within organizations.
Maximising Out-Of-Home Advertising ROI:The Role Of OOH Monitoring And Audit
Out-of-home (OOH) advertising has long been a cornerstone of marketing strategies, offering brands the opportunity to reach consumers in high-traffic locations where they live, work, and play. However, measuring the return on investment (ROI) of OOH campaigns has historically presented challenges due to limited data availability and the inability to track audience engagement in near real-time.
Maximizing Out-of-Home Advertising ROI: The Role of OOH Monitoring and
Out-of-home (OOH) advertising has long been a cornerstone of marketing strategies, offering brands the opportunity to reach consumers in high-traffic locations where they live, work, and play. However, measuring the return on investment (ROI) of OOH campaigns has historically presented challenges due to limited data availability and the inability to track audience engagement in near real-time.
Maximizing Out-of-Home Advertising ROI: The Role of OOH Monitoring and Audit
By Philip Odiakose Out-of-home (OOH) advertising has long been a cornerstone of marketing strategies, offering brands the opportunity to reach consumers in high-traffic locations where they live, work, and play. However, measuring the return on investment (ROI) of OOH campaigns has historically presented challenges due to limited data availability and the inability to track audience engagement in near real-time.
Navigating the Complexities of Media Monitoring: Strategies for effective brand media intelligence gathering
In today’s media landscape, the ability to monitor and analyze media coverage is crucial for brands seeking to stay ahead of the competition and maintain their reputation. However, the sheer volume and diversity of media sources, coupled with the ever-evolving nature of communication channels, present significant challenges for effective media monitoring.
X-raying Fraud In Out-of-Home (OOH) Media Buying: Why Brands Must Prioritize Media Monitoring, Compliance
Share Out-of-Home (OOH) advertising has long been a cornerstone of brand promotion, but with the digital shift, the industry has encountered new challenges, including fraudulent practices. This article aims to explore the landscape of fraud in Out-of-Home (OOH) media buying, emphasizing the critical importance for brands to implement independent media monitoring strategies and ensure compliance to protect their OOH media asset investments and brand equity.
Treating Healthcare as just One Thing is a Major Challenge
Odunayo Sanya, Executive Secretary, MTN Foundation, recently said that a major challenge with the Nigerian healthcare sector is that healthcare in Nigeria is treated as one thing rather than a long value chain with different components that need to be strengthened.
Addressing the Skill Shortage in Nigeria will Reduce Youth Unemployment – By Michael Owatunde
Nigeria faces some of the highest youth unemployment figures globally, however, the skill shortage in the tech industry, where about four out of five companies miss out on critical digital skills could be the solution to reducing this issue.
Two Decades of Glo as the Game-Changer Glows Beyond Expectations
Today actually makes it two full decades of Globalcom’s revolutionary Glo brand and its notable strides towards the democratisation of the telecom services in Nigeria as opposed to the first two years of GSM in the Nigerian market. The operators in the first two years thrived on the principles of sellers’ market idea. The Glo brand, it was, that the altered the scale in favour of the consumers.
Mastering the Art of Pitching Media Monitoring and Intelligence to Clients: A Guide for PR Agencies
By Philip Odiakose In today’s rapidly evolving digital landscape, effective public relations strategies are more critical than ever for maintaining a strong brand presence and reputation. One indispensable tool that PR agencies can offer to clients is media monitoring and intelligence. This sophisticated resource empowers businesses to stay ahead of their competition, adapt swiftly to changing trends, and make data-driven decisions.
A call for the regulation of the Nigerian Media Monitoring and Intelligence Industry
By: Philip Odiakose The Nigerian media monitoring and intelligence industry has witnessed significant growth and development in recent years. With the proliferation of digital media platforms, the need for monitoring and analyzing media content has become increasingly important. However, alongside this growth, concerns have arisen regarding the lack of regulation within the industry.
A Call for Regulation of Nigerian Media Monitoring and Intelligence Industry
By Philip Odiakose The Nigerian media monitoring and intelligence industry has witnessed significant growth and development in recent years. With the proliferation of digital media platforms, monitoring and analysing media content has become increasingly important. However, alongside this growth, concerns have arisen regarding the lack of regulation within the industry.
ARCON gets Court’s Nod to Summon Meta in N30 billion Suit
A Federal High Court sitting in Abuja has granted the Advertising Regulatory Council of Nigeria (ARCON), leave to serve a writ of summons on Meta Platform, social media giant and owners of Facebook, Instagram, and WhatsApp. The court gave the nod pursuant to an application by ARCON in a pending N30 billion suit against the social media giant for violation of the extant advertising laws of Nigeria. The writ is to be served at the United States corporate headquarters of Meta.
Africa Trade Barometer Report 2022 Showcases Promising Growth in Trade
Stanbic IBTC Holdings, a member of Standard Bank Group has shared some of its latest findings from the Africa Trade Barometer Report 2022 released recently. The report, which assesses key economic indicators in Africa highlights several noteworthy developments across 10 African countries.
38th FMM: O.B. Lulu-Briggs Foundation Treats 5,000, Conducts 132 Surgeries
One Hundred and thirty-two (132) full-scale surgeries were conducted while 5,000 men, women and children also received treatment during the 38th Free Medical Mission (FMM) of the O.B. Lulu-Briggs Foundation (OBLBF) The medical mission featuring counselling/health education, outpatient consultations, general surgeries, paediatric care and dental care, was held at the Model Primary Healthcare Centre, Ikuru Town, Andoni Local Government Area of Rivers State from April 17 to 21, 2023.
EXMAN Unveils 10th Year Anniversary Logo, to Launch Asset Exchange Service
The Experiential Marketers Association of Nigeria (EXMAN) has unveiled its 10th Year Anniversary Logo in preparation for its first decade anniversary as the association looks forward to a new vista even as another decade begins. The event was held at a natural space to emphasize the power of nature as the starting point for every journey and to showcase the importance of creating lasting experiences.
Airtel TV Celebrates Creativity, Awards Star Winner N1m
Leading entertainment content streaming service, Airtel TV, announced the winners of its first Super Skit-Makers contest on Wednesday, 3rdMay 2023 at Airtel Headquarters, Ikoyi, with prizes ranging from N250, 000 to N1, 000,000. Launched in March 2023, the Airtel TV Super Skit-Makers competition is an initiative by the fledgling platform, to recognize and reward the country’s outstanding talent in the emerging online skits genre.
Heineken Acquires Distell, Namibia Breweries to Delve into Wines, Spirits Business
In a bid to deepen its footprints in Africa and also further expand its product portfolio into wines and spirits business, leading global brewer, Heineken has completed the acquisition of Distell and Namibia breweries as part of strategies to further explore opportunities in the market.
Airtel Africa, UNICEF to Accelerate Access to Quality Education
Group CEO of Airtel Africa, Segun Ogunsanya, has reaffirmed the joint commitment by Airtel Africa and UNICEF to accelerate access to quality education to millions of children in Africa, through digital learning.
NB Plc Shareholders Approve N13.87billion Dividend Payout
Shareholders of Nigeria’s foremost brewing company, Nigerian Breweries Plc, have unanimously approved the dividend payout of N13.87 billion for the 2022 financial year. The dividend was approved at the 77th Annual General Meeting of the company held at the Civic Centre in Lagos on Wednesday, April 26, 2023.
Black Market Dollar To Naira Exchange Rate For Today 3rd May 2023
Here are some of the causes of the dwindling dollar-to-naira exchange rate. Inflation Rates: It is well known that inflation directly impacts black market exchange rates. If the Nigerian economy can be stabilized and inflation is controlled, the naira will benefit; however, if the naira continues to fall, it may indicate that food and other necessities are becoming more expensive daily. Interest Rates: Another tool to keep an eye on is interest rates.
Influencer Media Monitoring: Why Brands Should Monitor Their Influencers
By Philip Odiakose In recent years, influencer marketing has become a crucial part of many brands’ marketing strategies. The power of social media and the rise of influencers have given brands the opportunity to reach a wider audience, increase brand awareness, and drive sales. However, with this, increased visibility comes a need for brands to monitor their influencers and ensure that their brand message is being communicated effectively.
LASG, France Embassy Confirm Support for LIFANIMA 2023
The Lagos State Ministry of Tourism, Arts and Culture; The Lagos State Film and Video Censors Board and The Embassy of France in Nigeria have confirmed their support for the 2023 Edition of the (LIFANIMA) which will hold from Tuesday, October 24 to Thursday October 26, 2023.
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