• Home
  • Anti-Corruption
  • Fact-Check
  • Economy
  • National
    • Government
  • Security
  • Features
  • State
  • Event
    • PR Nigeria Award
  • E-Paper
Search
  • Home
  • About
  • Adverts
  • Contact
Sign in
Welcome! Log into your account
Forgot your password? Get help
Password recovery
Recover your password
A password will be e-mailed to you.
PRNIGERIA PRNigeria News
PRNIGERIA PRNIGERIA
  • Home
  • Anti-Corruption
    • ICPC Secures Conviction of Rector for Running Unaccredited Degree Programmes

      Engr Abba Babagana Dalori

      Engr Dalori Forfeits Galaxy Hospital, Petrol Station, Properties & Cash

      Chinese nationals jailed in Lagos

      Court Jails Nine Chinese Nationals for Cybercrime in Lagos

      ASUU

      Tackle Corruption, Institutional Decay – ASUU Charges FG

      EFCC Arraigns Bauchi Accountant General Over N8bn Fraud as Court Sentences…

  • Fact-Check
  • Economy
    • Customs Partners US Mission to Prevent Expanded Visa Ban

      Nigeria Customs Partners China on Smarter Ports, Officer Training, Reforms

      Comptroller General Nigerian Customs Bashir Adewale

      Customs Moves Against 223 Importers in N379bn Permit Breach

      Bashir Adewale Adeniyi Customs Boss

      How Customs is Tightening Borders to Stop Illicit Cash Flows –…

      Customs boss, CGC Bashir Adewale Adeniyi with NAFDAC DG Professor Moji Adeyeye

      Codeine, Tramadol Worth ₦20.5bn Seized as Customs-NAFDAC Cooperation Deepens

  • National
    • Army Commander keeps 100 students in school

      Army Commander’s Compassion Keeps 100 Students in School in Zamfara

      Sam Obi Sponsors 500 students

      Sam Obi Sponsors 500 Students in Evergreen, SimplifiedIQ’s Education Program

      CG Customs Bashir Adewale Adeniyi

      NIPR Hails customs Boss’ Tenure Extension as Evidence of Transformational Leadership

      Comptroller General Customs Bashir Adewale and his staffs with the representatives of the European Union, the German Embassy

      Customs Unveils Renewable Energy Handbook, Strengthens EU-Germany-GIZ Partnership

      University of Maiduguri

      UNIMAID Mass Comm becomes Faculty of Communication and Media Studies

    • Government
      • Northern leaders at Arewa Summit

        Northern Leaders Urge Action on Almajiri Crisis, Equitable Resources at Arewa…

        Saidu Ahmed Alkali,

        Kaduna-Kano Light Rail Underway as FG Targets ₦70bn Investment

        Beyond Hoes and Sticks: The Power of Education for Peace in…

        National Blood Service Agency

        FG Pledges Stronger Support for Blood Services, Seeks Scalable Interventions from…

        Tinubu’s Government Unveils Multi-Sectoral Initiatives to Boost Northern Region’s Development

  • Security
    • Nigerian Navy

      Navy to Establish  Base in Kebbi to Tackle Inland Waterway Crimes

      Army Commander keeps 100 students in school

      Army Commander’s Compassion Keeps 100 Students in School in Zamfara

      Chief of the Air Staff (CAS), Air Marshal Hasan Abubakar, receiving the land document from Governor Pastor Umo Bassey Eno in Akwa Ibom

      Akwa Ibom Boosts National Security with Land Donation for Nigerian Air…

      Military Troops in Action

      Army Troops, DSS Nab Arms Trafficker in Taraba, Recover Ammunition, Cash

      Inspector-General of Police Kayode Adeolu Egbetokun

      IG Reaffirms Commitment to Tackling Oil Theft, Upholding Human Rights

  • Features
    • Okello Oculi

      Okello Oculi: A Pan-Africanist Asteroid Burns out Forever By Is’haq Modibbo…

      Leon Usigbe

      Death, you can’t be Proud of this By Abdulrahman Abdulraheem 

      Tinubu’s Plateau Gambit – Yilwatda, 2027, and the Return of the…

      Ozumi and a recipient of a wheelchair

      Wheels of Hope: How a Simple Gift is Reshaping Lives at…

      Late Ex-President Muhammadu Buhari and Mansur Liman

      “Buhari: A Blunt, Honest Leader Who Laughed at His Own Predicament”

  • State
    • court Judiciary

      Lawyer Sues Housing Ministry, FHA Over Alleged Property Redesign

      Army Commander keeps 100 students in school

      Army Commander’s Compassion Keeps 100 Students in School in Zamfara

      Chief of the Air Staff (CAS), Air Marshal Hasan Abubakar, receiving the land document from Governor Pastor Umo Bassey Eno in Akwa Ibom

      Akwa Ibom Boosts National Security with Land Donation for Nigerian Air…

      Nigerian Army

      Army Denies Allegations of Misconduct in Imo Community

      Military Troops in Action

      Troops Repel Bandit Attacks in Katsina, Plateau, Recover Rustled Cattle, Sustain…

  • Event
    • court Judiciary

      Lawyer Sues Housing Ministry, FHA Over Alleged Property Redesign

      Sam Obi Sponsors 500 students

      Sam Obi Sponsors 500 Students in Evergreen, SimplifiedIQ’s Education Program

      Comptroller General Customs Bashir Adewale and his staffs with the representatives of the European Union, the German Embassy

      Customs Unveils Renewable Energy Handbook, Strengthens EU-Germany-GIZ Partnership

      University of Maiduguri

      UNIMAID Mass Comm becomes Faculty of Communication and Media Studies

      CG Customs Bashir Adewale Adeniyi

      Tinubu’s Extension of Customs CG Bashir Adeniyi’s Tenure Draws Widespread Praise…

    • PR Nigeria Award
  • E-Paper
Home Features The Hidden Bias in PR: Why Independent Evaluation Is a Must for...
  • Features

The Hidden Bias in PR: Why Independent Evaluation Is a Must for Brands

By
Philip Odiakose
-
June 25, 2024
Philip Odiakose
Philip Odiakose

The Hidden Bias in PR: Why Independent Evaluation Is a Must for Brands

By Philip Odiakose

The role of public relations has evolved into a crucial component for brand management, reputation building, and strategic communication.

However, the growing complexity and stakes of PR activities necessitate an objective and impartial assessment of their outcomes. This is where independent PR monitoring, measurement, and evaluation become indispensable.

The essence of this approach lies in its ability to mitigate biases and provide an accurate reflection of a brand’s media performance, competitive positioning, and market share.

Public relations professionals, consultants, and practitioners inherently possess a vested interest in the success of their strategies and campaigns. While this dedication is commendable, it can inadvertently lead to biased assessments of media performance. The analogy often drawn is that of a student grading their own exam papers – regardless of intent, objectivity is compromised.

In the context of PR, this manifests in the potential overvaluation of successes and the underreporting of areas needing improvement.

To illustrate the necessity of independent evaluation, consider the case of a multinational corporation that engaged a renowned PR agency to manage its media relations and communication strategy. The agency delivered impressive results, or so it seemed based on their internal reports. However, when an independent PR measurement and evaluation consultant was brought in, a different picture emerged. The consultant’s assessment revealed that while the PR agency had successfully generated significant media coverage, the sentiment of the coverage was not as positive as reported. Furthermore, competitors had garnered more favorable media attention, positioning them better in the market. This independent analysis enabled the corporation to recalibrate its PR strategy, focusing on addressing the gaps and realigning its media engagement efforts.

Similarly, a major telecommunications company in Nigeria faced a dilemma when its in-house PR team reported stellar media performance metrics. The company’s leadership, seeking validation, engaged an independent PR auditor to verify these claims. The audit uncovered discrepancies between the reported PR data and the actual media performance. It highlighted that while the volume of media mentions was high, the company’s share of voice was overshadowed by competitors.

This independent evaluation provided the leadership with a clearer understanding of their true media standing, enabling more strategic decision-making.

Read Also:

  • Lawyer Sues Housing Ministry, FHA Over Alleged Property Redesign
  • Navy to Establish  Base in Kebbi to Tackle Inland Waterway Crimes
  • Army Commander’s Compassion Keeps 100 Students in School in Zamfara

These case studies underscore the critical importance of unbiased PR measurement. An independent PR measurement and evaluation auditor or consultant brings a fresh perspective devoid of any attachment to the campaign’s execution. Their sole objective is to provide an accurate, comprehensive, and unbiased assessment of a brand’s media performance. This objectivity ensures that brands receive an honest appraisal, highlighting both strengths and areas for improvement without any vested interest.

Furthermore, independent PR measurement and evaluation foster a culture of continuous improvement. When PR professionals receive unbiased feedback, they are better positioned to refine their strategies, learn from past campaigns, and innovate. This cycle of continuous improvement is crucial for maintaining a competitive edge in the ever-evolving media landscape.

Engaging an independent PR measurement and evaluation consultant is not an indictment of the capabilities of PR professionals. Rather, it is a recognition of the need for specialized expertise and impartiality in assessing media performance. Just as financial audits are conducted by independent auditors to ensure accuracy and transparency, PR audits serve a similar purpose. They provide external validation that enhances the credibility and reliability of media performance reports.

In the Nigerian context, where the media landscape is rapidly expanding and diversifying, the role of independent PR measurement is even more critical. Brands are increasingly leveraging multiple media platforms to reach their target audiences, and the complexity of tracking and evaluating these efforts necessitates an unbiased approach. Independent evaluators bring the expertise required to navigate this complexity, providing brands with actionable insights and strategic recommendations.

The creation of a Media Monitoring Association in Nigeria, as previously advocated, would further bolster the credibility and standardization of PR measurement practices. Such an association could set industry-wide benchmarks, establish ethical guidelines, and promote best practices. It would also facilitate the development of a pool of certified independent PR measurement professionals, ensuring that brands have access to qualified experts for their evaluation needs.

In conclusion, independent PR measurement and evaluation are indispensable for brands seeking to understand their true media performance and competitive positioning. By removing biases and providing an objective assessment, independent evaluators enable brands to make informed, data-driven decisions.

This, in turn, fosters a culture of transparency, accountability, and continuous improvement within the PR industry.

As the media landscape continues to evolve, the importance of independent PR measurement will only grow, making it a critical component of any comprehensive PR strategy.

VISIT OUR OTHER WEBSITES
PRNigeria.com EconomicConfidential.com PRNigeria.com/Hausa/
EmergencyDigest.com PoliticsDigest.ng TechDigest.ng
HealthDigest.ng SpokesPersonsdigest.com TeensDigest.ng
ArewaAgenda.com Hausa.ArewaAgenda.com YAShuaib.com
  • TAGS
  • Strategic Communication
Previous articleNAF War College on Study Tours of Morocco, Turkey
Next articleZulum mourns Death of VP Shettima’s Mother-in-law
Philip Odiakose
Philip Odiakose
Xing

RELATED ARTICLESMORE FROM AUTHOR

Bashir Adewale Adeniyi Customs Boss

JUST IN: Tinubu Extends Tenure of Customs CG Bashir Adeniyi

AI-generated disinformation looms ahead of Nigeria’s 2027 elections

PRNigeria Fact Check: Does Delayed Baby Umbilical Cord Clamping Have Health Benefits? 

Okello Oculi

Okello Oculi: A Pan-Africanist Asteroid Burns out Forever By Is’haq Modibbo Kawu

Department of State Security Service DSS

Army, DSS-Backed Hybrid Forces Neutralize 45 Bandits in Niger Operation

PRNigeria Young Communication Fellowship 2025 logo

PRNigeria Opens Application for 2025 Young Communication Fellowship

Troops of Operation FANSAN YANMA

Troops Kill Three Terrorist Leaders in Sokoto Ambush, Recover Weapons

Leon Usigbe

Death, you can’t be Proud of this By Abdulrahman Abdulraheem 

Bashir Adewale Adeniyi Customs Boss

How Customs is Tightening Borders to Stop Illicit Cash Flows – CG Adeniyi 

FACT-CHECK: Did a N10bn Lafia Flyover Collapse Three Weeks After Commissioning in Nasarawa?

Tinubu’s Plateau Gambit – Yilwatda, 2027, and the Return of the Machiavellian Strategist By Abdullahi O Haruna Haruspice

NAF combat-ready Unmanned Aerial Vehicle (UAV) operators

NAF Bolsters Battlespace Dominance with New Combat-Ready UAV Operators

Recent Posts

  • Lawyer Sues Housing Ministry, FHA Over Alleged Property Redesign
  • Navy to Establish  Base in Kebbi to Tackle Inland Waterway Crimes
  • Army Commander’s Compassion Keeps 100 Students in School in Zamfara
  • Sam Obi Sponsors 500 Students in Evergreen, SimplifiedIQ’s Education Program
  • NIPR Hails customs Boss’ Tenure Extension as Evidence of Transformational Leadership
  • Home
  • About
  • Adverts
  • Contact
© 2020 PRNigeria. All Rights Reserved.
Latest News
Lawyer Sues Housing Ministry, FHA Over Alleged Property RedesignNavy to Establish  Base in Kebbi to Tackle Inland Waterway CrimesArmy Commander's Compassion Keeps 100 Students in School in ZamfaraSam Obi Sponsors 500 Students in Evergreen, SimplifiedIQ's Education ProgramNIPR Hails customs Boss' Tenure Extension as Evidence of Transformational LeadershipAkwa Ibom Boosts National Security with Land Donation for Nigerian Air Force BaseCustoms Unveils Renewable Energy Handbook, Strengthens EU-Germany-GIZ PartnershipUNIMAID Mass Comm becomes Faculty of Communication and Media StudiesTinubu’s Extension of Customs CG Bashir Adeniyi’s Tenure Draws Widespread Praise and ReactionsArmy Troops, DSS Nab Arms Trafficker in Taraba, Recover Ammunition, CashIG Reaffirms Commitment to Tackling Oil Theft, Upholding Human RightsNorthern Leaders Urge Action on Almajiri Crisis, Equitable Resources at Arewa Summit in KadunaArmy Denies Allegations of Misconduct in Imo CommunityTroops Repel Bandit Attacks in Katsina, Plateau, Recover Rustled Cattle, Sustain CasualtiesNavy Destroys 10 Illegal Refineries in Niger Delta
X whatsapp