The Science of Public Relations: A Comprehensive Guide to Measurement and Evaluation, authored by Phillip Odiakose comes across as a technical book full of hard jargon, but that is as far as feelings imposed by our fears make it appear.
Until one begins to read, that is when you realise that the meal you re about to consume is a full course and balanced, serving the needs of the healthy, the hungry, and the malnourished. The book is a smooth PR book that can serve as a perfect intro for the greenhorn, a refresher for the inducted, and a continued education handbook for the professional in need of improving his practice.
I was supposed to have done this review a long time ago, but I was slowed by two separate incidents. I didn’t want to do this by merely flipping through the chapters without properly reading the book. I wanted to read and read well. So it became my travel companion.
On one of my trips to Abuja, I forgot it in my hotel, and retrieving it took quite a bit of time, because I had to make another trip, engage the hotel, and establish ownership before recovering it. I almost asked for another copy from the author, but I did not want to give the impression that I misplaced the book he gave me for free.
If you are not in marketing communications, but you seek understanding of the fundamentals of media relevance to corporate image, growth, and survival, the book is a must read. The language is relatable, devoid of jargon that could have made relating to the lessons a bit challenging.
The essence of the book begins to unravel right from the cover design. The globe, wound with a tape-rule, and dotted with memes and icons depicting the various mass media vehicles of television radio, print, the internet, emails,, and photography confront the reader, perhaps leading to a first impression that suggests hardcore science. But this is not what the style of presentation eventually turns out to be, as this design merely evidences the seriousness of the work buried inside the book, rather than a boring academic text.
Philip Odiakose makes the journey smooth for the reader by starting off with an introduction to Public Relations for readers who might be professional neophytes, and a mature re-introduction to PR, to those who might not be greenhorns. Chapter One takes the reader into definitions of PR, the reason for PR, and finally transitions to why there is the need for PR Measurement and Evaluation.
On Page 11, Odiakose discusses The Role of measurement in demonstrating practitioners’ PR valuer, and here he presents the reasons why the book is a must-read for practitioners. In the second and third paragraph, he writes that: PR departments must justify their budgets, and measurement provides the necessary evidence. By converting intangible results like media impressions into quantifiable outcomes, PR professionals can speak the language of business – profits and costs – and ensure they remain a valuable part of the organisation’s strategy.
‘Optimising strategies is also one of the many benefits of measurement. By analysing what works nd what doesn’t, professionals can refine their tactics or maximum impact. This iterative process, informed by data, ensures that PR strategies remain relevant and effective over time’.
The signs that one has a well-researched book in his hands starts quite early in this first chapter as one is fed with three riveting case studies of startbrand and PR activities involving Coca-Cola, the Federal Government of Nigeria and Netflix
Chapters 2 and 3 took deep dives into the rudiments of the PR measurement job itself. It breaks down the wat professionals set the goals nd objectives they expect to achieve for every campaign and discussing the frameworks for setting the measurement agenda. Odiakose brings into focus the universal metrics, including the Integrated Evaluation Framework introduced by the International Association for Measurement and Evaluation of Communication (AMEC) in 2017. It also challenges readers on how to utilise what he said discusses way the SMART (Specific, Measurable, Achievable, Relevant, Time-bound) objectives in achieving their goals.
The author doesn’t just teach measurement like the expert he is. He brings a mix of academic expertise and practiced professionalism to guide his readers through the journey of understanding PR, understanding what it takes to measure PR and, as he does in the 4th chapter, the history and importance of media monitoring in PR. This book is contemporary,, and the author made great efforts to include lessons on the relevance of artificial intelligence and automation in monitoring the media.
In chapters 5, 6, and 7, Odiakose discusses the reasons for PR measurement, what to look for in the measurement, and how to report the outcome for maximum value. From the days of basic media monitoring to the digital revolution and the rise of Big Data, the writer teaches how the fusion of intelligence and PR strategy represents both the present and the future of successful PR practice. Chapter 6 is a prose exposé of the metrics for measurement, all the tools globally in use for digital tracking, monitoring, and measurement.
Chapters 8 and 9 did what all good books do: educate readers on the myths and misconceptions in the PR measurement space, while also giving readers a peep into the trends in PR measurement. The rise (and threat) of digital media platforms, have changed the measurement dynamics quite considerably, says the book. The author took a good number of pages to caution on rogue agencies who would wish to manipulate measurement outcomes, warning that ethical policemen are dotting the environment. Transparency and honesty, he insists, is important to the reporting of measurement outcomes.
Philip Odiakose is a pioneer. When he opened shop, with PR Measurement as his business, the entire industry did not take him very seriously. Only very few agencies had started using the online digital monitoring tools at the time. For many people, newspaper cuttings and measuring the advertising value equivalent of news publications was going to keep making the job of media monitoring so routine it shouldn’t require a stand-alone outfit.
But he has stayed the course, learning and drawing discerning companies to the niche that only him occupies.
Any person in marketing communications practice who hasn’t read the book yet should look for a copy. It is written in a sweet, breezy language and tone that makes reading a thrill, and like a good movie, the plot continues to unravel and rise until around Chapter 7 when it ascends to its crescendo, ensuring that the last two chapters enable the reader to take stock and examine the minute issues of understanding some of the misconceptions in the trade, and the trends that might impact on some things that could be some early assumptions.
If you are not in marketing communications, but you seek understanding of the fundamentals of media relevance to corporate image, growth, and survival, the book is a must read. The language is relatable, devoid of jargon that could have made relating to the lessons a bit challenging.
Odiakose wrote like a thriller writer, and any sum spent on acquiring a copy should be treasured as a well-made investment.
I say this because apart from the last section which he captioned PUBLIC RELATIONS DICTIONARY, I have read every word in the book.
