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 For5:45 Anne’s Challenge of Traditional Evaluation Methods8:28 Redefining the Purpose of Public Relations10:46 Bridging the Gap Between Organizational Goals and Stakeholder Expectations20:12 Aligning Communication with Your Societal Role and Stakeholder ExpectationsGuest: Anne Gregory, Ph.D., BA, FRSA, HonFCIPR, Huddersfield UniversityUniversity 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 hereRate this podcast with just one click Leave us a voice message we can share on the podcast  https://www.speakpipe.com/StoriesandStrategiesStories and Strategies WebsiteDo you want to podcast? Book a meeting with Doug Downs to talk about it.Connect with usLinkedIn | X | Instagram | You Tube | Facebook | Threads Request a transcript of this episodeSupport the show