PR Planning: Goals, Strategies and Objectives

This post is focused on using goals, strategies and objectives for public relations initiatives. Proper planning of PR initiatives begins with a strategy.

According to Robyn Walker, there are three steps to the strategic process in communication. In her book, “Strategic Management Communications,” Walker explains these three stages as; 1.) Identifying the purposes of the communication, 2.) Analyzing the audience, and 3.) Considering the context and selecting a channel of communication (Walker, 2015). These are definitely things to consider when developing a strategy. But it is first important to understand the difference between strategies, goals, and objectives.

Mikal Belicove does a good job of explaining this variance in his Forbes article “Understanding Goals, Strategy, Objectives And Tactics In The Age Of Social” He points out that a goal “is a broad primary outcome” expanding on the fact that goals are insignificant without their supporting strategies and objectives. Belicove explains that a strategy is “the approach you take to achieve a goal” and an objective is the “measurable step you take to achieve a strategy” (Belicove, 2013).

Kim Harrison, on the Cutting Edge PR website, blogs on the topic as well. She points out that goals and objectives have many benefits in PR. She states that they help with expectations, provide clarity on what is planned, and help with quantifying results. Harrison defines goals as “the means to express the end points towards which effort is directed.” She explains objectives as “subsets of goals and should be expressed in concrete, measurable terms” going on to point out that objectives are “something that can be documented; it’s factual and observable” (Harrison, n.d).

Throughout their book, “Putting the Public Back in Public Relations,” Brian Solis and Deirdre Breakenridge shed light on the negative attitude that many business leaders have about public relations. They elaborate on the fact that many of these leaders feel that PR doesn’t work. Solis and Brekenridge point out that just isn’t the case. They feel that good PR is a credible for of third party endorsements, leads to effective communication, influences opinion, increase brand exposure, builds a positive reputation, creates a media presence, and enhances brand loyalty (Solis & Breakenride, 2010, p 8).

These are all great things that PR can do, but without proper planning, execution and measured results, it may all be for naught. For these reasons well written and planned out goals, strategies and objectives are a necessary and a vital endeavor for PR professionals to engage in.

References

Harrison, K. (n.d.) . Setting goals and objectives makes your PR planning more effective . Cutting Edge PR . retrieved July 16, 2017 from http://www.cuttingedgepr.com/articles/prplans_set_goals.asp

Mikal E. Belicove (2013) , Understanding Goals, Strategy, Objectives And Tactics In The Age Of Social . Forbes . September 27, 2013 . retrieved from https://www.forbes.com/sites/mikalbelicove/2013/09/27/understanding-goals-strategies-objectives-and-tactics-in-the-age-of-social/#16b8fa534c79

Solis, B.; & Breakenridge, D. (2010) . Putting the Public Back in Public Relations . Pearson Education . Upper Saddle River, N.J. 2010

Walker, Robyn (2015) . Strategic Management Communication for Leaders . 3rd Ed . Cengage Learning . Stamford, CT