Historically, our approach to setting objectives and evaluation criteria has been organizational-centric. What is the company trying to achieve? What behavioural changes are needed by our key audiences to accomplish those goals? How do we nudge or persuade the behaviours of our key audiences?

But is that satisfying those audiences? Is it ethical for us to think our job is to influence their behaviour? Are we considering how those audiences are evaluating us?

In this episode Anne Gregory, a past chair with the Global Alliance and CIPR, and a recipient of Lifetime Achievement awards from both the PRSA and CPRS, says a new approach is needed. One that marks a step toward a new direction, emphasizing a more inclusive and responsive evaluation framework that aligns with the dynamic nature of modern communications and stakeholder engagement.

Listen For
5:45 Anne’s Challenge of Traditional Evaluation Methods
8:28 Redefining the Purpose of Public Relations
10:46 Bridging the Gap Between Organizational Goals and Stakeholder Expectations
20:12 Aligning Communication with Your Societal Role and Stakeholder Expectations

Guest: Anne Gregory, Ph.D., BA, FRSA, HonFCIPR, Huddersfield University
University Website page | Email | X | LinkedIn

You can download An evaluation u-turn: From narrow organisational objectives to broad accountability by Anne Gregory and Jim MacNamara here

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