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