Goals and objectives are an important part of any public relations strategy because they provide a specific purpose for your communication.
A goal is the end result or achievement of a PR strategy, while objectives are tasks you need to complete in order to achieve your goal.
Journalistics has provided the simple acronym, SMART, to help you set effective goals and objectives.
Specific: Clearly define your goal so you can communicate it easily to others. This will also help you clarify the purpose of your strategy.
Measurable: You should create objectives that can be measured. This will help you record your progress and determine if you achieved your goal.
Actionable: Break down your goal into short term objectives and set realistic time frames around them. This will help you achieve your goal in a reasonable amount of time.
Realistic: Don’t set impossible goals. Be realistic about the work you can do in a set amount of time and set objectives that reflect this. Use previous goals and achievements as a guideline for setting objectives.
Time-based: Set a final date for your goal to be achieved. You can then set earlier dates for each objective to be achieved. Try to space out your objectives to make sure they are completed before the final date.
By setting goals and objectives for your PR strategy you will know what you need to achieve, when it must be achieved and how you will achieve it.
Goals and objectives also help you measure your success and improve your communication with your target audience.
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