From the course: Public Relations Foundations
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Setting attainable goals and objectives
From the course: Public Relations Foundations
Setting attainable goals and objectives
- One of the biggest mistakes you can make in PR is not starting your effort with clear goals and objectives in mind. Your goals are what you're trying to achieve. Your objectives define exactly what you're going to do to make this happen by quantifying and benchmarking your campaign over time. Goals should always be attainable because you want to set yourself up for success. This doesn't happen if they're too far reaching. If you can't create your communications easily, execute your initiatives in a reasonable amount of time and measure the effort appropriately, then you don't have an attainable goal in place. When it comes to raising awareness, shifting opinions, preferences and advocacy, here are popular examples of attainable goals. We want to create more brand exposure for our company's thought leadership in the market. Here's another one. We want to establish preference with the public by changing audience opinion, causing a shift in their behavior. And lastly, we want our…
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