In a bid to advance public relations measurement and evaluation across Nigeria and Africa, seasoned communications strategist Segun McMedal has been appointed Strategic Book Ambassador for The Science of Public Relations: A Comprehensive Guide to Measurement and Evaluation by Philip Odiakose.
McMedal, Lead Partner at Upticomm Marketing Company and former Chairman of the Lagos State Chapter of the Nigerian Institute of Public Relations (NIPR), is a prominent figure in the industry. He is also the founder of key sectoral initiatives, including the Lagos Public Relations Industry Gala and Awards (LaPRIGA) and the Lagos Digital Public Relations Summit—now expanded into the Nigeria Digital Public Relations Summit—which has trained over 730 Digital PR Ambassadors since its inception in 2016.
In his new role, McMedal will champion the integration of the book into university curricula, drive endorsements from leading PR bodies such as NIPR, PRCAN, and ARCON, and lead stakeholder engagement through events, workshops, and industry forums. His mandate also includes broadening the book’s reach among professionals and educators alike.
Author Philip Odiakose, a media intelligence and evaluation expert, described the partnership as a strategic effort to deepen the understanding and adoption of PR measurement tools in the region. “Segun McMedal’s experience and leadership make him the ideal advocate to promote this essential resource,” he said.
McMedal expressed his commitment to the role, stating: “It’s an honour to support this initiative. Measurement remains one of the biggest challenges in PR—ranging from a lack of standard frameworks to the difficulty of evaluating intangible outcomes such as trust and reputation. This book addresses these critical gaps and offers a roadmap for aligning PR efforts with business goals.”
With McMedal’s leadership, The Science of Public Relations is poised to become a cornerstone reference for communications professionals, students, and educators striving for measurable impact in public relations.
Philip Odiakose holds certifications in PR Evaluation and Improvement Techniques from the Metropolitan School of Business and Management, UK, and in Marketing and Communication from the International Business Management Institute, Berlin. He has delivered strategic media insights to leading brands across multiple sectors.
