Public Relations Goals Goals are always tied to corporate objectives: What is top management committed to

Question: Public Relations Goals Goals are always tied to corporate objectives: What is top management committed to and expecting to accomplish? Financial (revenue, profit, ROI, cost control, P-E Ratio, EPS, venture capital, IPO) Non-financial/societal/social responsibility Growth/expansion Product lines Image/reputation (corporate marketing or branding) PublicPublic Relations Goals
Goals are always tied to corporate objectives: What is top management committed to and expecting to accomplish?
Financial (revenue, profit, ROI, cost control, P-E Ratio, EPS, venture capital, IPO)
Non-financial/societal/social responsibility
Growth/expansion
Product lines
Image/reputation (corporate marketing or branding)
Public Relations Objectives
PR objective is what the communication/promotion program must accomplish to support corporate and marketing objectives
Awareness
Perception
Preference
Attitude
Behavior
Habit
Examples:
√ Increase awareness by 50-75% amongst women in the San Jose are by the end of 2012
√ Collaborate with at least 50% of high schools and colleges in San Jose by the end of 2012
√ Double the number of volunteers by the end of 2012
Which ones are the objectives, and which ones are the goals?
To increase awareness of Acme’s social media presence on Facebook.
To raise $15,000 for Acme’s scholarship fund.
Increase Acme’s Facebook followers by 25%.
Generate goodwill among Acme’s key publics.
To increase awareness of Acme’s scholarship fund on Twitter.
In most frequently goals and objectives are interlinked . OBJECTIVE : objective is like a list of things to acco…View the full answer