Author: Solomon S. Kwakfut
Abstract
In a quest to examine the professionals’ capacity for Metrics and Evaluation (M&E) in Public Relations practice in Nigeria, this study investigated the phenomenon through survey method, purposively sampling 314 professionals of the National Institute of Public Relations (NIPR) in the Abuja Chapter. Using Excellence in Public Relations and the Barcelona Principles and the study investigated the members’ prioritisation, proficiencies and challenges to conduct M&E. The study found out that majority of the Professionals had PR departments, most of the practitioners had attended trainings of NIPR, and that organisations also considered M&E important, but with no budgetary backing. Also, it was discovered that while some of the challenges militating against the optimization of M&E include lack of standardization, limited resources, and resistance among stakeholders. The study recommended more training, advocacy, and better resource allocation to PR practice to boost proficiency and standardize practice in Nigeria.
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