Why Is the PR Measurement Industry So Peculiar? Here is the Inside Scoop!

By: Philip Odiakose

The public relations measurement industry is indeed unique, primarily because it embraces new trends and continuously evolves to accommodate opportunities. This peculiarity, however, often raises questions from those outside the industry. I have lost count of how many times I have had to explain what we do to people who, upon hearing about PR measurement and media intelligence, respond with puzzled looks or questions like, “What does that even mean?” The work might appear routine or even mundane, given the detailed and sometimes repetitive nature of media data gathering and evaluation. However, for those who genuinely understand the intricacies, it is anything but boring. It is a science—one that demands precision, an analytical mind, and a constant drive to adapt to changes within the industry. This reality resonates with the insight I shared with Sophia Karakeva in a 2016 interview. My interview response with her sparked this reflection on the evolution, challenges, and unique traits that define our industry.

PR measurement isn’t a field where you can afford to stand still. Education isn’t just a phase; it is a continuous journey. For anyone looking to establish themselves in media monitoring, media intelligence, or measurement, staying informed is non-negotiable. You must keep up with emerging trends and innovations, as PR metrics that are relevant today could be obsolete tomorrow.

It is all too easy to fall into the trap of relying on familiar reporting templates, churning out data without critically engaging with it. But PR measurement requires more than just data collection; it demands analysis and an understanding of the shifting landscape. We need professionals who can adapt to this change, using insights to tell stories and drive strategic decisions. Staying informed through resources like AMEC newsletters, Mateplus resources, and industry groups isn’t merely recommended; it is essential.

Reflecting on over a decade in this field, I can confidently say that if I were to choose a career all over again, it would still be in measurement and evaluation. This discipline is, in my view, the “Holy Grail” of PR practice. It combines art and science, requiring not only data interpretation skills but also a deep understanding of how communication impacts public perception. Unlike other areas in PR that focus on executing campaigns, measurement and evaluation bring an added layer of accountability, proving the effectiveness and performance of those campaigns. It is a challenging field, certainly, but one that is both fulfilling and impactful. In a world where the value of PR is often questioned, measurement provides the evidence needed to substantiate its worth.

Over the years, I have come to appreciate the importance of engaging in conversations with industry experts, both online and offline. LinkedIn and X (formerly Twitter) are platforms that provide invaluable opportunities to learn and share knowledge with other professionals. I remember when I started posting on LinkedIn over ten years ago. I would tag industry pros in my posts without really contributing to the wider conversation. One day, Barry Leggetter, who was the AMEC chair at the time, reached out and offered a piece of advice. He told me, “Phil, you are doing some great stuff, but you could be even better if you engaged with other people’s posts instead of just tagging them.” That feedback was a turning point for me. It made me realize that thought leadership isn’t just about broadcasting your own ideas but also about participating in and adding value to existing conversations. This is a lesson that has stayed with me and one I hope to pass on to the next generation of PR measurement professionals.

There is an evident thought leadership gap in the field of measurement and evaluation within Nigeria’s PR industry. Recognizing this void has driven me to become an advocate and champion of PR measurement and evaluation in our country. My journey to becoming a recognized authority in Nigeria’s PR space wasn’t accidental; it was the result of years of dedication, continuous learning, and an unwavering commitment to contributing to the field. I have witnessed the growth of measurement in Nigeria, and I believe that there is still so much more that can be achieved. My hope is that more PR professionals in Nigeria and beyond will recognize the critical role that measurement plays in validating our work and, ultimately, elevating the profession as a whole.

In our industry, it’s crucial to stay updated and maintain a curious mind. Measurement and evaluation should never become formulaic or robotic. As PR professionals, we are dealing with human behavior and public perception, which are constantly changing and inherently complex. This is why a static approach to PR measurement will never be sufficient. We must always be ready to evolve, refine our metrics, and question our assumptions. The measurement strategies that were effective yesterday may not be as impactful tomorrow. It is a constant balancing act between innovation and maintaining tried-and-tested methods. That is the beauty of measurement and evaluation—it keeps us on our toes, forcing us to continuously adapt and rethink our approach.

In conclusion, PR measurement is far from just a back-office function. It is an essential part of PR that requires strategic thinking, a proactive approach to learning, and active engagement within the industry. This field may still be misunderstood by those outside it, but for those of us who are part of it, we know its power and its potential. Measurement is more than just metrics on a page; it’s about giving PR its voice, proving its value, and paving the way for informed decision-making. To all PR professionals, whether seasoned or new, my advice is simple: stay curious, stay engaged, and above all, never stop learning.

Philip Odiakose is a leader and advocate of Media Monitoring, PR measurement and evaluation in Nigeria. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC, NIPR and AMCRON