Challenging the Status Quo in PR Metrics

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 ...