Survey Results: How To Set Objectives That Are Reasonable, Measurable and Meaningful

As the PR profession accrues more and more evidence surrounding the measurability of its value, the success in doing so rests increasingly on one's willingness to set
measurable objectives right from the start. To be safe, objectives should meet three essential criteria: To prove value and to reduce risk, objectives must be reasonable,
measurable and meaningful. So just how do practitioners feel about these criteria in terms of evaluating marketing PR programs?