![What are Objectives (cont)? “ organizational desired end-point in some sort of assumed development [e.g., change or growth]” “ I t [an objective] is roughly similar to purpose of aim, the anticipated result which guides [action] and reaction ” www.wikipedia.com](https://image.slidesharecdn.com/publicrelationsobjectivesandstrategies-101011010638-phpapp01/85/Public-relations-objectives-and-strategies-3-320.jpg)
![What Are Objectives (again)? A n objective is the “particular outcome” desired (Broom, 2009 p. 299) Goals and Objectives “ Goals state what the coordinated effort is intended to accomplish and by when it will be accomplished” (Broom, 2009 p. 301) “ Objectives represent the specific knowledge, opinion, and behavioral outcomes to be ach ie ved for [the] well defined target public” (Broom, 2009 p. 302)](https://image.slidesharecdn.com/publicrelationsobjectivesandstrategies-101011010638-phpapp01/85/Public-relations-objectives-and-strategies-4-320.jpg)
Public relations objectives and strategies
- 1. Public Relations Objectives: Definitions, Examples and Models Brad Gangnon PR Cases 2010 Sept 20
- 2. What Are Objectives ? “ the most basic planning tool underlying all planning and strategic activities” “ Mission, purpose, or standard that can be reasonably be achieved within the expected timeframe and with the available resources ” www.businessdictionary.com
- 3. What are Objectives (cont)? “ organizational desired end-point in some sort of assumed development [e.g., change or growth]” “ I t [an objective] is roughly similar to purpose of aim, the anticipated result which guides [action] and reaction ” www.wikipedia.com
- 4. What Are Objectives (again)? A n objective is the “particular outcome” desired (Broom, 2009 p. 299) Goals and Objectives “ Goals state what the coordinated effort is intended to accomplish and by when it will be accomplished” (Broom, 2009 p. 301) “ Objectives represent the specific knowledge, opinion, and behavioral outcomes to be ach ie ved for [the] well defined target public” (Broom, 2009 p. 302)
- 5. Some Sample Objectives Nike — text p.105 “ Shift the negative public opinion of Nike to a positive one by promoting the company as a constructive contributor to the Asian economy.” It’s More than Food, It’s Life—text p. 120 “ to increase public awareness of the seriousness of diabetes, its risk factors, and strategies for preventing diabetes and its complications among at risk groups”
- 6. More Example Objectives Finland text p. 273 “ To change existing stereotypes stereotypes of Finland” “ To ensure permanent presence of Finpro and FCP participants in a variety of target media” Movement for the Survival of the Ogoni People text p. 324 “ improve the environment of their land and to seek some restitution for the damage done to their homes and health”
- 7. T he SMART Model Specific Measurable Attainable Realistic Timely
- 8. Six Criteria for Objectives Are realistic, short and simple Support the client’s organizational goals Specify a public Specify a change in that public Specify a time of accomplishment Operationalize the public, change, and time
- 9. Realistic, Short, and Simple Stated in one sentence A void complicated words Remembered easily by all workers Can we do this fast enough
- 10. Organizational Goals Internal PR people have advantage as stakeholders If organizational goals are unclear Ask leaders about the focus of company Find secondary research about industry Find out about internal rewards, practices and earlier problems
- 11. “ A” Public, Not “The” Public “ A” C ertain or particular Single “ The” U sed to mark a noun being used generically One of many of a class or type www.dictionary.com
- 12. Active, Passive and Latent Publics Active Publics E asy to identify C ommitted to action, hard to persuade Passive Publics D on’t care about client and objectives C annot be persuaded Latent Publics I f given information, can be active supporters of your organization M ost important kind of public to target in a campaign
- 13. Specify A Change Change in Attitude H ow a public thinks Change in Behavior What a public does
- 14. Specify Timeline When will the campaign end? H elps with budgeting Helps to determine success
- 15. Operationalize S tated or defined to help measure B enchmarks Percent (%) change Increase/decrease T imelines When an event will happen When effect will be measured Very specific publics D emographic or economic indicators