3.3 Goal Setting and Objective Formulation
3 min read•july 23, 2024
Public relations professionals use goal setting and objective formulation to guide their campaigns. Goals provide broad direction, while objectives offer specific, measurable targets. This approach ensures PR efforts align with an organization's mission and vision.
help PR teams create clear, achievable targets. By prioritizing objectives based on importance and feasibility, PR professionals can focus on high-impact activities that contribute to organizational success and effectively allocate resources.
Goal Setting and Objective Formulation in Public Relations
Goals vs objectives in PR planning
Top images from around the web for Goals vs objectives in PR planning
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations View original
Is this image relevant?
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations View original
Is this image relevant?
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press ... View original
Is this image relevant?
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations View original
Is this image relevant?
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations View original
Is this image relevant?
1 of 3
Top images from around the web for Goals vs objectives in PR planning
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations View original
Is this image relevant?
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations View original
Is this image relevant?
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press ... View original
Is this image relevant?
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations View original
Is this image relevant?
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations View original
Is this image relevant?
1 of 3
- Goals are broad, overarching statements that describe the desired outcome or end result of a PR campaign (increase , improve reputation)
- Align with the organization's mission and vision by supporting its purpose and long-term aspirations
- Provide direction and guidance for the overall PR strategy
- Objectives are specific, measurable, and time-bound statements that describe the steps or milestones needed to achieve the goals (increase website traffic by 20% within 6 months, secure 10 media placements in top-tier publications by the end of Q3)
- Break down goals into actionable and quantifiable targets that can be tracked and evaluated
- Enable the PR team to focus their efforts and allocate resources effectively
SMART objectives for PR campaigns
- Specific objectives clearly define the desired outcome and answer the questions: Who, What, Where, When, Why, and How (increase among millennials by 15% through a targeted Instagram campaign)
- Measurable objectives quantify the desired outcome using metrics such as percentages, numbers, or frequencies to track progress and determine success ($50,000 in sales generated from a new product launch press release)
- Achievable objectives are realistic and attainable based on available resources and constraints, considering the organization's capabilities and limitations (secure 5 speaking engagements at industry conferences within the next 12 months)
- Relevant objectives align with the overall goals and mission of the organization and contribute to the success of the PR campaign and the organization (improve customer satisfaction ratings by 10% through a targeted media relations campaign)
- Time-bound objectives have a specific timeline or deadline for achievement, creating a sense of urgency and helping prioritize efforts (launch a new corporate social responsibility initiative by the end of the fiscal year)
Alignment of PR with organizational vision
- Understanding the organization's mission (the purpose and reason for existence) and vision (the long-term aspirations and desired future state) is crucial for developing aligned PR goals
- Ensure PR goals contribute to the fulfillment of the organization's purpose and align with its values and long-term aspirations (a non-profit organization focusing on environmental conservation may set a PR goal to increase public awareness about the importance of protecting endangered species)
- Create objectives that operationalize the PR goals by breaking them down into specific, measurable, and time-bound targets
- Ensure objectives are relevant to the organization's mission and vision and support the achievement of the PR goals (the non-profit organization may set an objective to secure 20 media placements in environmental publications and blogs within the next 6 months to raise awareness about their conservation efforts)
Prioritization of PR objectives
- Assess the importance of each objective by determining its impact on the overall PR campaign and organizational goals
- Consider the potential benefits and consequences of achieving or not achieving each objective (failing to address a crisis promptly may lead to long-term reputational damage)
- Evaluate the feasibility of each objective by assessing the resources required (budget, time, personnel) and identifying potential obstacles or challenges
- Prioritize objectives based on the importance-feasibility matrix:
- High importance, high feasibility objectives are top priority and should be tackled first (responding to a crisis situation)
- High importance, low feasibility objectives are long-term goals that may require additional resources or planning (launching a global PR campaign)
- Low importance, high feasibility objectives are quick wins that can be achieved with minimal effort (updating the company's media kit)
- Low importance, low feasibility objectives may be deprioritized or reconsidered (pursuing a niche market with limited potential)
- Prioritize objectives based on the importance-feasibility matrix:
Key Terms to Review (17)
Audience Segmentation: Audience segmentation is the process of dividing a broader audience into smaller, more defined groups based on shared characteristics or behaviors. This approach allows for more targeted communication strategies, ensuring that messages resonate effectively with each specific group, ultimately enhancing engagement and impact.
Benchmarking: Benchmarking is the process of comparing an organization’s performance metrics with those of industry best practices or competitors to identify areas for improvement. This practice helps organizations set realistic goals, improve strategies, and enhance overall effectiveness by learning from the successes and failures of others.
Brand awareness: Brand awareness is the extent to which consumers are familiar with a brand and can recognize it, often leading to a sense of trust and loyalty. This concept is crucial for organizations as it influences customer perception and behavior, guiding strategies in strategic planning, goal setting, event planning, performance measurement, and campaign evaluation.
Grunig's Excellence Theory: Grunig's Excellence Theory is a framework in public relations that identifies the characteristics of effective communication and relationship management within organizations. It emphasizes the importance of two-way symmetrical communication, where organizations engage in dialogue with their publics, leading to mutual understanding and benefit. This approach connects to strategic goal setting and reporting results by ensuring that communication objectives align with organizational goals and stakeholder interests, fostering accountability and transparency.
Informational Goals: Informational goals refer to objectives aimed at increasing awareness and understanding among target audiences regarding specific issues or messages. These goals are crucial in public relations as they help to set the foundation for effective communication strategies, guiding how information is disseminated and ensuring that key messages resonate with the intended audience.
Key Messages: Key messages are concise, clear statements that convey the main points an organization wants to communicate to its target audience. They serve as the foundation for all communication strategies, ensuring that everyone involved in public relations is aligned on what to say and how to say it. By focusing on key messages, organizations can effectively manage perceptions, deliver consistent information, and achieve their communication goals across various platforms.
Measurable Outcomes: Measurable outcomes refer to specific, quantifiable results that are used to assess the success of a public relations campaign or initiative. These outcomes provide concrete evidence of progress towards achieving established goals and objectives, allowing for the evaluation of effectiveness and impact. By focusing on measurable outcomes, practitioners can refine strategies and make informed decisions based on data-driven insights.
Motivational goals: Motivational goals are specific objectives that individuals aim to achieve, driving their behavior and efforts in a certain direction. These goals are essential in guiding decision-making processes and shaping the actions people take to fulfill their desires or needs. Understanding motivational goals helps to connect personal aspirations with organizational objectives, ultimately enhancing performance and engagement.
Public Perception: Public perception refers to the collective opinions and attitudes that individuals or groups hold about a person, organization, or issue. It plays a crucial role in shaping how entities are viewed in society and can significantly influence decision-making and behavior, especially when setting goals and formulating objectives in communication strategies.
Race model: The race model is a theoretical framework used to understand how individuals prioritize competing goals and objectives within a given time frame. It highlights the processes through which people make decisions, emphasizing the importance of clarity in goal setting and the need for measurable objectives. This model connects directly to the formulation of strategic plans in public relations, allowing professionals to evaluate different paths to reach their desired outcomes based on available research.
Return on Investment (ROI): Return on Investment (ROI) is a performance measure used to evaluate the efficiency of an investment or compare the efficiencies of several different investments. In public relations, ROI quantifies the value generated from PR activities against the costs incurred, helping to demonstrate the impact and importance of strategic communication efforts.
Rope Model: The Rope Model is a framework used in public relations that emphasizes the interconnectedness of various elements involved in communication strategies, focusing on the importance of relationships. This model illustrates how goals and objectives are tied together and highlights the role of research in informing these elements, ensuring that communication efforts are effective and targeted to the right audience.
Situational Analysis: Situational analysis is the process of assessing the internal and external environments that affect an organization or a specific issue. This assessment helps to identify strengths, weaknesses, opportunities, and threats (SWOT) that inform strategic planning and decision-making. By understanding the context in which an organization operates, situational analysis serves as a foundation for effective goal setting and objective formulation.
Smart objectives: Smart objectives are specific, measurable, achievable, relevant, and time-bound goals that provide a clear direction and benchmarks for success. This structured approach helps in creating actionable plans that can be effectively evaluated over time. Each component of smart objectives ensures that goals are not just vague aspirations but concrete targets that align with broader organizational aims.
Social Media Engagement: Social media engagement refers to the interactions and connections between an organization and its audience on social media platforms. This includes likes, shares, comments, and other forms of participation that indicate a user's interest and involvement with content. It is essential for building relationships, enhancing brand visibility, and driving action, serving as a critical component for effective communication strategies and measuring success.
Target audience: A target audience is a specific group of people identified as the intended recipients of a message, campaign, or communication strategy. Understanding who the target audience is crucial for creating effective messaging, setting goals, and ultimately achieving desired outcomes in public relations efforts. By accurately identifying and analyzing this group, practitioners can tailor their strategies to resonate with the audience's interests, behaviors, and needs.
Two-way symmetrical model: The two-way symmetrical model is a public relations approach that emphasizes communication between organizations and their audiences as a two-way street. It seeks to promote mutual understanding and benefits by encouraging dialogue, feedback, and negotiation, rather than just broadcasting information. This model recognizes the importance of engaging stakeholders in decision-making processes and aims to create a balanced relationship where both parties can influence each other.