PR experts advocate for independent measurement body
Public Relations practitioners in the country are advocating for the establishment of an independent measurement and evalution body in order to ensure objectivity in the quality of measurement and evaluation of their campaigns.
The stakeholders who made the call during the PR Measurement and Evaluation workshop organized by CMC Connect in Lagos, noted that when proper measurement was carried out it would go a long way in improving the bottom-line of the organization.
Director of Corporate Communications and CSR, Airtel Nigeria, Mr. Emeka Oparah, said that measurement was sacrosanct as it helps in measuring communications activities and how it affect the organization positively.
Oparah who joined other practitioners to advocate for the establishment of an independent measuring body, noted that when established, it would help ensure objectivity in the quality of measurement and evaluation of communication’s campaigns.
Speaking in the same vein, Country Managing Director, Accenture Nigeria, Mr. Niyi Yusuf, said that measurement was very important to communications practitioners, stressing that setting specific return of investment (ROI) model would help PR practitioners define measurement and evaluation.
Yusuf further implored PR experts to prove the value of PR to clients using quality measurement metrics.
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