WATCH THE VIDEO HERE As part of his desire to advance the study of Public Relations (PR) measurement and evaluation in Nigeria and Africa, a leading media intelligence expert and PR measurement authority, Mr Philip Odiakose, has launched a new book titled The Science of Public Relations: A Comprehensive Guide to Measurement and Evaluation. The author said readers will gain actionable insights grounded in global frameworks like the International Association for the Measurement and Evaluation of Communication (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. Rooted in over a decade of hands-on experience, this definitive guide helps PR and communications professionals move beyond assumptions and perception-based reporting toward data-driven, objective-led measurement that commands credibility in boardrooms. As the Chief Media Analyst at P+ Measurement Services, Mr Odiakose has long advocated for evidence-based PR strategies in Africa. His book 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,” he stated. In a major endorsement, respected PR consultant and industry leader, Mr McMedal Olusegun, has been appointed as the official advocacy ambassador for the book. He 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. “This book comes at a crucial time for our profession. It demystifies measurement and gives every PR professional—from entry-level to executive—the tools to show impact, not just effort,” Mr Olusegun said. The book is now available in paperback format in Nigeria and as a digital edition for readers globally. The paperback for Nigeria can be pre-ordered via selar.com/thescienceofpublicrelations, while the digital copy can be bought via selar.com/thescienceofprebook.
Philip Odiakose Tells ‘The Science of Public Relations’ in New Book
