Setting Objectives: The Key to Proving the Value of Public Relations


Mark Weiner Whether your organization is large or small, for profit or nonprofit, local or global, it has an objective. Depending on the type of organization, objectives might include generating a profit, increasing enrollment or improving your community. It seems reasonable to suggest that a clear, broad-based understanding of the organization’s objectives improves its chances for success. The public relations organization is no different: It, too, requires a destination to know whether it has arrived and how it got there. And yet many PR departments and agencies invest precious resources without the benefit of solid objectives.

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  • Phyllis Ershowsky

    This is exactly the kind of article I am looking for to share with my PR Strategy class to illustrate the importance of defining objectives.