Anthony Elikene

For decades, Nigeria’s Public Relations industry has struggled with a critical void—a unified, practical framework for measuring and evaluating public relations efforts. While global standards have evolved, many professionals across Africa continue to report results using metrics that are disjointed, outdated, or focused more on activity than actual impact. That gap is exactly what The Science of Public Relations: A Comprehensive Guide to Measurement and Evaluation is here to fix.

Set for release on May 23rd, the book delivers a long-overdue solution to a fragmented industry, offering professionals a step-by-step guide to measuring what truly matters in PR. It introduces proven global standards, adaptable models, and actionable steps to help PR and communication teams move beyond vanity metrics and show measurable value that resonates with business leaders. Written by Philip Odiakose, the founder and Chief Media Analyst of P+ Measurement Services—Nigeria’s leading independent media intelligence consultancy—the book draws from over a decade of frontline experience in helping brands connect PR efforts with business outcomes.

One of the book’s central themes is the need to break down silos in the PR space. Too often, measurement and evaluation are treated as afterthoughts, with teams working in isolation and struggling to demonstrate ROO. Without shared systems, reporting becomes inconsistent, strategic planning is impaired, and the value of PR remains undervalued. The Science of Public Relations bridges this gap by introducing a cohesive measurement language—rooted in global best practices but tailored for the African context. It addresses real-world challenges such as limited access to tools, inconsistent metrics, and a general lack of data culture across the industry.

At its core, the book advocates for a shift in focus—from quantity to quality. It offers guidance on using smart metrics such as sentiment analysis, audience reach, message pull-through, share of voice, and behavioral change. These metrics, when properly implemented, link PR efforts directly to business outcomes like improved reputation, stakeholder trust, and customer loyalty. The book makes a compelling point: a campaign that reaches 100,000 people means little if it generates negative sentiment or fails to inspire action. Volume is not value. What matters is how people feel, respond, and whether your communication drives real-world results.

Another standout section explores how PR professionals can collaborate more effectively with marketing and digital teams. Readers will learn how to create and use simple dashboards, set performance benchmarks, align PR goals with broader business objectives, and speak the language of data-driven leadership. While grounded in international measurement standards such as those developed by AMEC (International Association for Measurement and Evaluation of Communication), the book stands out for its local relevance. It reflects the realities of operating in African markets—where infrastructure, access, and training gaps remain serious challenges.

Through case studies, contextual insights, and simple frameworks, The Science of Public Relations equips Nigerian and African communicators with the knowledge and tools to move from guesswork to strategy, from reporting outputs to proving outcomes. Whether you’re a PR manager, agency lead, corporate communicator, or government spokesperson, this book delivers the answers the industry has been waiting for. It is not about chasing trends, it’s about setting the standard for what PR measurement should be.

If you have ever felt unsure about what metrics really matter or how to measure success, The Science of Public Relations is the breakthrough you have been waiting for.

PRE-ORDER with the link https://selar.com/thescienceofpublicrelations  to be among the first to read this book and access the toolkit that will transform the way PR tells its success stories.

Anthony Elikene, ANIPR, IAAPA, is a thought leader in the public relations industry and a marketing communications professional. A Member of the Nigerian Institute of Public Relations (NIPR).