Philip Odiakose (2025), The Science of Public Relations: A Comprehensive Guide To Measurement and Evaluation. Lagos: P Plus Measurement Services. ISBN: 978-978-779-967-3. 388 pages.
Philip Odiakose’s The Science of Public Relations, labelled A Comprehensive Guide to Public Relations Measurement and Evaluation, is a timely and suitable response. It has arisen as public relations takes on a leading role in communication, driven by the diversity of digital platforms, increasingly informed audiences, and the need for effective stakeholder engagement. Budgets are larger, as are the expectations for accountability and value for money.
Public relations measurement is gaining momentum due to the growing significance of the discipline in the digital and social media age. Executives across different functions have recognised, sometimes at considerable cost and difficulty, the value of concepts such as image, reputation, and presence.
PR research and measurement focus on these issues in 2025:
• AI and automation integration: Examination of how AI is transforming PR research and measurement.
• Advanced measurement frameworks: An overview of contemporary methods beyond traditional metrics.
• Ethical considerations and transparency: Discussing ethical challenges in AI-driven PR.
• Crisis Communication Metrics: Evaluation of Novel Crisis Measurement Methods.
• Owned media and content analytics: Exploration of owned channel measurement strategies.
• Predictive analytics and digital twins: A review of emerging predictive PR technologies.
• Integration of human and AI analysis: Balancing technological and human elements.
Odiakose’s The Science of Public Relations guides readers from the basics to the advanced aspects of public relations measurement, helping professionals confidently explain what public relations offers.
Experts say the language of business is numbers. The Science of Public Relations equips PR professionals with metrics, rationale, and figures to explain and justify their work in the language of business. It was the elephant in the room: how to value PR’s contribution.
As a confidence measure, Odiakose suggests shifting the focus from Return on Investment (ROI) to Return on Objective (ROO). One is a financial metric, while the other is more expansive.
Odiakose: “PR measurement extends beyond the financial impact of a campaign on PR activity. PR firms use ROO to measure the success of the campaign based on the objectives set. These objectives could be to increase brand awareness, establish a positive brand reputation, improve brand favourability, and enhance purchase intent.
“By analysing outcomes achieved through media coverage, influencer partnerships, and events, PR professionals can demonstrate how their work supports business objectives like increased brand awareness or customer engagement.”
Odiakose provides a formula for measuring ROO, but you must purchase the book to study and understand it.
The 388-page book comprises nine chapters. It covers topics such as Introduction to Measurement and Evaluation, Setting Clear Objectives and Goals, Theoretical Framework of PR Measurement, Media Monitoring, The Ultimate Goal, and Media Intelligence in PR Measurement. Additional chapters include “Measuring and Evaluating Digital PR,” “Reporting and Presenting PR Metrics,” “Common Misconceptions and Myths in PR Measurement,” “Trends in PR Measurement and Evaluation,” and a Public Relations Dictionary.
Measuring AI and valuing automation
The public relations landscape in 2025 is marked by the widespread integration of artificial intelligence across all measurement functions. According to industry data, 74% of PR professionals in North America now use AI tools on a weekly basis, a notable increase from 46% in 2024. This shift goes beyond simple automation to more advanced functions, including media monitoring, sentiment analysis, and even predictive modelling of campaign outcomes. AI-powered tools have become crucial for processing the vast amounts of data generated across digital platforms, allowing PR teams to spot emerging trends and narrative patterns that would be impossible to detect manually. How do professionals measure and manage this new phenomenon?
Philip Odiakose’s Expertise and Credentials
Philip Odiakose is uniquely positioned to author such a comprehensive guide on PR measurement and evaluation. As the Chief Media Analyst at P+ Measurement Services, he has established himself as a leading voice in media intelligence and PR measurement not just in Africa but globally.
He built his portfolio and sought recognition and endorsements, entering and winning the Lapriga of the Lagos NIPR on multiple occasions.
His credentials include:
• Membership in the IPR Measurement Commission and AMEC Member Lab Initiative.
• Certification in Public Relations Evaluation and Improvement Techniques from the Metropolitan School of Business and Management, UK.
• Certification in Marketing and Communication from the International Business Management Institute, Berlin, Germany
• Founding membership in the AMEC Lab Initiative demonstrates his commitment to advancing measurement education.
Theoretical Foundations and Frameworks
One of the book’s most notable contributions is its comprehensive examination of the theoretical foundations of PR measurement. Chapter Three, “Theoretical Framework of PR Measurement,” is especially valuable, as it not only presents the AMEC Integrated Evaluation Framework but also links it to established public relations theories. These include:
• Systems Theory: Examining how PR functions within organisational ecosystems.
• Agenda Setting Theory: Exploring media influence on public perception.
• Excellence Theory: Focusing on characteristics of excellent PR departments
• Stakeholder Theory: Emphasising the importance of understanding diverse stakeholder groups
• Measurement by Objectives: Providing a goal-oriented approach to evaluation.
This integration of theory and practice is a key feature of Odiakose’s work, bridging a gap that often exists between academic research and daily PR practice. By grounding measurement techniques in theoretical frameworks, the book helps practitioners develop more robust, scientifically sound approaches to evaluation that can withstand scrutiny in boardroom discussions.
Practical Applications and Measurement Techniques
Beyond theoretical foundations, “The Science of Public Relations” excels in providing actionable tools and techniques for immediate application. Odiakose offers practical frameworks for moving beyond vanity metrics to meaningful measurements that demonstrate actual impact.. Some of the key practical elements include:
• Guidance on building PR dashboards that visualise data effectively for stakeholders
• Performance audit techniques that support a shift from output to outcome measurement
• Advanced sentiment analysis methods that go beyond basic positive/negative/neutral classifications.
• Techniques for accurately measuring influencer impact, addressing the question: “How influential is your influencer?”
Critical Analysis and Limitations
Critics will quibble about the book’s distinction between digital PR and traditional PR. There is really no such thing as digital versus traditional PR because it concerns only different channels. With each channel, the professional deals with reputation management, relationship management, and stakeholder communication.
A second edition may broaden the examples to include more African markets, such as Ghana and Kenya, with robust public relations markets.
Impact and Contribution to PR Education and Practice
Odiakose is promoting his book innovatively by appointing former Lagos NIPR chair Segun McMedal as its ambassador to facilitate its integration into academic curricula across institutions.
Significant contribution to public relations.
Philip Odiakose’s “The Science of Public Relations: A Comprehensive Guide to Measurement and Evaluation” represents a significant contribution to the public relations field, particularly in the African context, where resources on PR measurement have been limited. The book successfully bridges theory and practice, providing both the theoretical foundations and practical tools needed to advance PR measurement capabilities.
For PR professionals at all stages of their careers—from students to seasoned executives—this book provides invaluable insights and techniques for demonstrating the value of PR activities. For organisations, it offers a framework for holding PR functions accountable and ensuring they contribute meaningfully to organisational goals. For academics, it presents a comprehensive resource that can improve PR curricula and better prepare students for the data-driven demands of contemporary practice.
While particularly relevant for African practitioners, the book’s comprehensive approach to measurement and evaluation makes it a valuable resource for PR professionals globally. Its emphasis on contextualization and adaptation of global frameworks to local markets provides an important model for how PR knowledge can be developed and shared across different regions.
As the PR industry continues to evolve toward greater accountability and data-driven practice, “The Science of Public Relations” will likely serve as an essential reference for years to come, helping to advance the profession and elevate its strategic importance within organisations.
