What Does PR Do? Defining Public Relations and Measuring its Strategic Value

In this episode of the Cambridge Marketing Podcast, host Kiran Kapur and guest Alan Anstead define Public Relations (PR) as a strategic function that uses two-way communication to help organisations achieve their overarching goals.

They emphasise that PR is distinct from, yet complements, marketing. The discussion centres on the importance of identifying and communicating effectively with various stakeholders, such as employees, regulators, and customers, using real-world examples.

Finally, they cover how to measure PR success by evaluating its effect on stakeholder behaviour and not just traditional metrics like "column inches".