Goals and Objectives

Definition

Goals and objectives refer to the specific outcomes that a public relations strategy aims to achieve. Goals are broad, general statements of what the organization wants to accomplish, while objectives are precise, measurable steps that outline how those goals will be reached. Understanding both is essential for effective strategic planning as they provide direction and focus for communication efforts.

5 Must Know Facts For Your Next Test

1. Goals provide a high-level view of desired outcomes, while objectives break down those goals into smaller, actionable, and measurable steps.
2. Objectives should follow the SMART criteria, meaning they need to be Specific, Measurable, Achievable, Relevant, and Time-bound.
3. Aligning goals and objectives with the overall mission of the organization ensures that PR efforts contribute meaningfully to larger organizational aims.
4. Regularly reviewing and adjusting goals and objectives allows for flexibility and responsiveness to changing circumstances in the communication landscape.
5. Setting clear goals and objectives not only helps in planning but also serves as a benchmark for evaluating the success of PR campaigns.

Review Questions

• How do goals differ from objectives in the context of public relations planning?
  • Goals are broad statements that outline what an organization ultimately wants to achieve, serving as the overarching vision for public relations efforts. In contrast, objectives are specific, measurable actions that detail how those goals will be accomplished. This distinction is important because it ensures that while the organization has a clear vision, it also has actionable steps to track progress towards achieving that vision.
• Discuss how the SMART criteria can be applied to develop effective objectives in strategic PR planning.
  • Applying the SMART criteria involves ensuring that each objective is Specific, Measurable, Achievable, Relevant, and Time-bound. For example, instead of stating an objective like 'increase brand awareness,' a SMART objective would specify 'increase brand awareness by 30% among our target audience within six months through targeted social media campaigns.' This clarity helps in tracking progress and aligning resources effectively for achieving the intended outcomes.
• Evaluate the importance of aligning PR goals and objectives with the broader organizational mission and values.
  • Aligning PR goals and objectives with the organizational mission ensures that communication strategies support overall business objectives and resonate with stakeholders. This alignment enhances credibility and fosters trust as audiences perceive the organization as consistent and authentic in its messaging. Moreover, it allows for a cohesive approach where every PR effort contributes to fulfilling the organization's long-term vision, leading to more impactful outcomes and greater stakeholder engagement.

Related terms

Strategy: A plan of action designed to achieve long-term or overall aims in public relations.

Tactics: Specific actions or methods used to implement strategies and achieve objectives within a public relations plan.

Evaluation: The process of measuring and assessing the outcomes of public relations efforts against established goals and objectives.