Measurement Expert Urges PR Managers to Create Evaluation Budget


Public Relations Measurement expert, Austin Ayaosi has urged PR/Corporate Communications Managers to create budget for PR measurement. The Lead Analyst, BrandImpact Consulting, a public relations research agency gave the advice during a Tweet Chat #EvaluatePR organized by P+ Measurement Services on Friday, February 23 between 2pm-3pm.

In his advice to PR professionals, Ayaosi urged Corporate Communications Managers to create budget for measurement in order to gain Management respect. He stated that his advice for PR pros is: ‘stop throwing away your chance to earn Executive respect. Create a budget for measurement, don’t call it PR Measurement; call it Communications Research or Evaluation budget’.

He also noted that Corporate Communications Managers should approach measurement with a holistic framework that includes Inputs, Outputs, Outtakes and Outcomes variables rather than focusing largely on Outputs-inclined metrics.

#EvaluatePR is a monthly Tweet Chat initiative that focuses on creating awareness for PR measurement in Nigeria. The sophomore edition featured Austin Ayaosi, Lead Analyst, BrandImpact Consulting; Timilehin Bello, Managing Director, Media Panache Nigeria; Joel Pereyi, Communications Consultant, EVE Restaurant alongside with Philip Odiakose, Lead Consultant, P+ Measurement Services and other participants.