In a significant boost for Nigeria's media intelligence sector, Image Merchants Promotion Limited (IMPR) has honoured one of its own for a groundbreaking technological achievement. Shuaibu Imam Agaka, a staff writer with Tech Digest, was crowned the 2025 Staff of the Year for developing a sophisticated software solution that automates media monitoring and press review.
From Manual Drudgery to Automated Intelligence
The award, which came with a ₦250,000 cash prize, was presented during the IMPR Annual Staff Retreat held in Kano. It recognises Agaka's creation of PRrev, a cross-platform application designed to curate, structure, and analyse media content across print, online, television, and social media in real time.
Agaka revealed that the inspiration for PRrev came from the ICT facilities provided by the National Information Technology Development Agency (NITDA) at the PRNigeria Centre. He painted a vivid picture of the challenges media intelligence teams faced before his innovation. Teams were forced to conduct labour-intensive manual searches, sifting through hundreds of links daily—a process he described as slow, error-prone, exhausting, and a direct cause of professional burnout.
"PRrev automates that process and allows professionals to focus on analysis and strategic insight rather than data gathering," Agaka explained during the software's unveiling to staff and industry observers.
How PRrev Transforms Media Analysis
The software employs a rule-based parsing system that revolutionises the workflow. It automates several critical tasks:
- Automatic collection of URLs from specified sources.
- Extraction of headlines and bylines.
- Tagging of publication dates.
- Generation of content summaries.
Finally, it organises all this data into structured, decision-ready reports. This automation has led to a marked improvement in both turnaround time and accuracy for media intelligence delivery within the organisation.
Leadership Applauds Indigenous Innovation
Presenting the award, IMPR Board Chairman, Dr. Sule Ya'u Sule, emphasised the critical role of press review in modern public relations and marketing. He hailed PRrev as a major indigenous contribution to the sector. "This innovation will greatly enhance how media coverage is compiled and analysed. We are proud of this home-grown solution," Dr. Sule stated.
IMPR Chief Executive Officer, Yushau Shuaib, linked the achievement to the company's strategic push into technology. He noted that IMPR has deliberately repositioned its workforce through artificial intelligence and advanced ICT training. Agaka himself has been instrumental in this upskilling drive, having personally trained 57 trainees this year on the latest digital skills.
Shuaib also highlighted the company's resilience and diversification strategy amidst economic challenges. IMPR has expanded into event management, book publishing, and high-level capacity building, initiatives that have helped retain staff across its Abuja, Kano, and Ilorin offices.
He listed key 2025 milestones for the group, including:
- The continued success of the Economic Confidential Lecture and PRNigeria Young Communication Fellowship.
- Prestigious awards like Security and Emergency Management Awards (SAEMA), National Spokespersons Awards (NSAwards), and Arewa Stars Awards.
- New initiatives such as the Kannywood Roundtable on Reputation Management.
- The formal endorsement of IMPR's PR events by the International Public Relations Association (IPRA).
The week-long retreat also featured intensive training sessions led by senior media executives, including Mallam Hamza Idris, Editor-in-Chief of Daily Trust, and Mr. Bashir Hassan, BusinessDay's General Manager. They guided staff on modern editorial standards and market-driven media strategies.
The event saw the inauguration of a newly built PRNigeria chalet and included various team-bonding and recreational activities. As the retreat concluded, staff from across IMPR's titles—Politics Digest, Spokespersons Digest, Emergency Digest, and Arewa Agenda—pledged a renewed commitment to innovation and editorial excellence as the organisation gears up for the 2026 business year.
