In a significant move to advance public relations measurement education and practice in Nigeria and across Africa, renowned communications strategist Segun McMedal has been appointed as the Strategic Book Ambassador for “The Science of Public Relations: A Comprehensive Guide to Measurement and Evaluation,” authored by media intelligence expert, Philip Odiakose.
With over two decades of experience, McMedal brings a wealth of expertise and leadership to this ambassadorial role. He is the Lead Partner at Upticomm Marketing Company, and the immediate past Chairman of the Lagos State Chapter of the Nigerian Institute of Public Relations (NIPR). Among his notable contributions to the PR industry are the founding of the prestigious Lagos Public Relations Industry Gala and Awards (LaPRIGA) and the Lagos Digital Public Relations Summit, now the Nigeria Digital Public Relations Summit, which has trained over 730 Digital PR Ambassadors since 2016.
As Strategic Book Ambassador, McMedal will spearhead efforts to integrate the book into academic curricula across Nigerian universities and promote its adoption among PR professionals. His role encompasses securing endorsements from key PR bodies such as NIPR, PRCAN, and ARCON, facilitating university engagements, and organizing industry events to highlight the book’s relevance.
“This partnership is a strategic step towards enriching PR measurement education and practice in Nigeria and the rest of Africa,” said Philip Odiakose, the author. “Segun McMedal’s vast experience and influence in the industry make him the ideal ambassador to champion this cause.”
McMedal expressed enthusiasm about the collaboration, stating that, “I am honoured to support this initiative, which aims to elevate the standards of public relations. Measuring the impact of PR remains a major challenge – from the absence of standardized evaluation frameworks to the complexity of assessing intangible outcomes like trust and reputation, and the ongoing need to link PR efforts to organizational objectives. This book is an invaluable resource that addresses these critical gaps and bring clarity to a critical aspect of our practice. I look forward to facilitating its widespread adoption.”
This partnership is poised to significantly expand the reach and influence of the book. With McMedal’s leadership and industry network, The Science of Public Relations is well-positioned to become a vital resource for communications professionals, educators, and students seeking to deepen their understanding of PR measurement and evaluation.