Nigeria now has its first indigenous media measurement agency, P+ Measurement Services,which is focused on delivering detailed Media Measurement, Evaluation and Analysis across the full spread media channels.
As the first Nigerian Media Measurement agency to become a member of AMEC (International Association for Measurement and Evaluation of Communications) the body that governs media measurement globally, P+ Measurement Services has long adopted the recently reviewed Barcelona 2.0 principles of measurement in its practice.
The company, which has been running for a few years, now offers a range of services which include: Media Monitoring, Media Measurement, Competitive Analysis, Performance Trend Measurement and Issues & Reputation Measurement.
The Lead Consultant of P+ Measurement Services, Mr Philip Odiakose, while speaking with journalists over the weekend said “We’re glad to unveil P+ to Nigerians and the media world as a whole, this is a right step in the right direction as we set to showcase the best of our services”.
Odiakose said “In Nigeria today, we boasts of an enviable media intelligence that allows us equip clients with the insights that will help them make more informed and better business communication decisions and also help in implementing the new public relations measurement standards.
Continuing he said “PR agencies should not mark their own work. They cannot be the accused, the judge and the jury hence the need to engage a PR measurement service for your brand audit, media performance audit and brand health check. It is high time we move from clip counting (output) to measuring the outcome of communications.
Odiakose who had worked with notable PR agencies in Nigeria namely Sesema PR (Affiliate of Edelman PR), Mediacraft (Affiliate of Flieshman), Redline PR (formerly FCB Redline) laid emphasis on the need for brands and PR agencies to engage the service of a competent independent media measurement firm for insightful analysis of their communications campaigns and strategies.
A former media analyst at Mediacraft, affiliate of Flieshman lead by the current PRCAN president, Mr. John Ehiguese, Philip Odiakose also added that Clients/brands needs to understand that the PR agency should not measure the story they put out, that is why an independent media performance audit agency is available.
Conclusively, he said “Our mission is to help organisations implement the new Public Relations measurement standards and social media measurement while we work to become the number one media measurement and evaluation service provider in Africa.