Welcome to my inaugural 2025 LinkedIn newsletter, where I offer my perspectives as a public relations measurement specialist with over ten years of experience influencing discussions in Nigeria and around the world.
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The field of PR measuring and monitoring is changing dramatically as 2025 approaches. We predict developments that will change the way independent measurement consultants, PR firms, and brands work together this year, guaranteeing openness, objective analysis, and useful insights. I will present two viewpoints in this newsletter: the state of PR monitoring in Nigeria and the global picture for 2025. Nigeria’s Local PR Tracking and Evaluation Prospects for 2025 Growing Call for Transparency Brands in Nigeria are realising how crucial openness is to PR results.
Demand for thorough, objective performance audits from agencies will increase. Adoption of Independent Measurement Consultancies: PR agencies are no longer evaluating themselves. In order to guarantee unbiased insights that promote accountability, more Nigerian brands will collaborate with independent consultants such as P+ Measurement Services by 2025.
Integration of Technology with Local Knowledge: In order to address the particular dynamics of our industry, Nigerian public relations professionals need to find a balance between technology-driven insights and localised knowledge as AI tools and platforms gain popularity. Transition from Return on Investment (ROI) to Return on Objectives (ROO): By 2025, Nigerian public relations professionals would have moved past ROI measurements, which only consider financial results.
ROO (Return on Objectives) will be the main focus instead, with an emphasis on how PR initiatives support more general organisational objectives including stakeholder involvement, reputation development, brand awareness, and social impact. This change is in line with the changing economic climate in Nigeria, where companies place a higher priority on sustainability and long-term value generation than on immediate financial advantages. Education as an Adoption Driver: There will be an increasing demand for instruction on measurement standards.
In order to promote adoption and close the knowledge gap among PR professionals, initiatives such as AMEC’s Measurement Month and regional workshops like P+ Measurement Services’ EvaluatePR event, Gini Dietrich’s Spin Sucks, and Paine Publishing’s Measurement Base Camp, led by Katie Delahaye Paine, will be crucial. Global PR Tracking and Evaluation Prospects: 2025 Enhanced Cooperation Between Measurement Specialists and PR Agencies: Stronger collaborations between measurement consultants and public relations specialists will be observed globally in order to produce reliable, fact-based reports that impact boardroom choices.
In order to ensure worldwide alignment on measurement standards such as the Measurement Maturity Mapper, Measurement Framework, and the Barcelona Principles, AMEC Measurement and Evaluation (International Association for the Measurement and Evaluation of Communication) and its members will continue to take the lead in educating PR professionals on best practices. Growing Need for Objective Audits: In order to avoid conflicts of interest and make sure that the insights are objective and useful, brands worldwide will be looking more and more for independent PR measurement audits.
Adoption of Technology and Real-Time Analytics: As real-time monitoring and sophisticated analytics tools become more prevalent, public relations practitioners will be able to make dynamic strategy adjustments, increasing the impact of campaigns. Pay attention to social impact and ESG metrics: In measuring public relations globally, environmental, social, and governance (ESG) measures will be the main focus. Measuring how their communications support social objectives and sustainability will be a top priority for organisations. In Nigeria and around the world, The Way Forward 2025 will be a year of bold change in PR measuring and monitoring.
By collaborating with brands, agencies, and international stakeholders to provide clear, objective, and significant insights, we at P+ Measurement Services are dedicated to bringing about this transformation. Collaboration between measurement specialists and PR professionals, as well as ongoing education and adherence to international standards, are essential to the success of PR measurement.
I am excited about the part we will play in influencing this industry’s future as a founding member of AMEC Member Lab Initiative. Together, let’s rethink PR measurement, one campaign at a time. In Nigeria, Philip Odiakose is a pioneer and supporter of PR measuring, monitoring, and assessment. In addition, he serves as the Chief Media Analyst at P+ Measurement Services and is a member of AMCRON, NIPR, and AMEC Lab Initiative.
