PUR 3801 Lecture 6: Module 6 – Goals and Objectives
27 May 2018
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Module 6 – Goals and Objectives
• Understand the difference between goals and objectives
• Develop goals for a campaign
o Write them well
• Goals
o What do you want to accomplish?
o What is your overall mission?
o What does your client want to achieve?
o Is the goal related specifically to public relations?
▪ Operational goals shouldn’t be included really
o Is it realistic with time frame and budget?
o Do you have management support?
o Is the overall goal worth the effort?
o Develop a positioning statement for your organization
▪ How it differentiates itself with its publics
o Three Types of Goals
▪ Reputation/Management Goals – deal with the perception, identity and
image of the organization from internal and external perspective
▪ Relationship Management goals – how you connect with audiences, build
or strength or introduce a relationship
▪ Task Management Goals – when you’re trying to get something done, a
task or event
▪ Generally all goals fall under one of these
• Writing your goal
o Review your core problem statement (one sentence about the central core
problem)
o Rewrite the CPS from a negative to a positive
o Goals do not have to be stated in quantifiable terms, but can be a broad statement
about what you want the PR plan to fix for the client
o Everything should strive to this goal
• Objectives
find more resources at oneclass.com
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