This is a short clip from Episode 109
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Guest Anne Gregory is critical of the traditional approach to evaluating public relations programs, which primarily focus on aligning communication and PR objectives with an organization's business goals.
Gregory challenges the ethical and practical aspects of this approach, arguing that it prioritizes organizational benefits over genuine stakeholder engagement and may not fully achieve the true purpose of public relations.
She emphasizes the importance of building meaningful relationships and securing an organization's legitimacy through mutual understanding and alignment with stakeholder values, rather than solely aiming for behaviour change or organizational gain. And she suggests modern public relations should go beyond persuasion and consider the deeper implications of how objectives are set and evaluated, stressing the need for a shift in mindset to align PR practices with contemporary societal expectations and values.
