P+ Measurement gets praises as it marks 5 years of operation in Nigeria

 By Zainab Iwayemi

P+, anagency with expertise in media monitoring, public relations measurement and audit, has marked five years of operation in Nigeria, with two senior corporate executives praising its work, according to a statement made available to Business A.M.

In its five years of operation, the agency said it has earned a position as the foremost independent public relations (PR) measurement and evaluation agency, delivering successfully to over 45 brands and 15 public relations agencies in the country.

P+ is the only member in Nigeria of the International Association for the Measurement and Evaluation of Communication (AMEC) and has partnership with the Nigerian Institute of Public Relations (NIPR) and Reelforge Media Monitoring, the biggest media monitoring agency in the East African region with coverage for more than five countries.

Philip Odiakose, the recently appointed chief insights officer, speaking on the company reaching five years in Nigeria’s challenging media and communication market, said the agency’s skills, both in technology and human resource, which have served as the bedrock for hitting this milestone, represent a strategy that gives the company an edge over others.

“Our Measurement and Evaluation report is in-depth, robust and flexible to accommodate valid metrics that brands desire to see reflected in their reports, and it is also based on the AMEC Standard in accordance with the Barcelona Principle 3.0. We deploy the P+MCA (media content analysis) methodology for media evaluation and analysis based on qualitative and quantitative metrics in analysing media exposure,” Odiakose noted.

Corroborating his view, the agency’s chief operating officer, Olufunke Mohammed, asserted that the agency understands the value of valid PR metrics to its clients’ media performance audit report.

NkiruOlumide-Ojo, regional executive head, marketing and corporate communication, Standard Bank Group, described P+ as strategic in their input, futuristic in their outlook, and that the agency is an amazing partner in the handling of upheavals in the media management value chain.

Gabriel Okeowo, principal lead and chief executive officer, BudgIT Foundation, disclosed that the agency has supported the foundation as it serves as a media crawler and auditor for its PR activities, adding that P+ helps to track impact and, more importantly, it helps for quickly identifying negative vibes around the work of BudgIT, which gives the firm an edge to respond to issues as fast as possible.

Over its five years of operation, the agency has been able to provide media monitoring, measurement, evaluation and performance audit services for brands, agencies and government bodies that operate in various industries and organisations, ranging from banking, telecom, insurance, airlines, tourism, government, non-governmental organisations (NGOs), pensions, health management organisations (HMOs), as well as tobacco and lifestyle.