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  • About me

    I am a PR trainer, lecturer, writer, mentor, media relations expert and food consultant. My time is split between helping others develop their PR skills and managing the PR of clients that I serve. My biography

  • It's all about ideas

    That's what gets me excited and on this website I share some of my ideas and tips to help you with PR See my PR tips blogs

  • Courses

    I teach a wide range of PR courses and also work with organisations like CIPR and PR Academy. Find out more about my courses

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How to write PR objectives

Much has been written on the importance of setting measurable PR objectives when planning public relations campaigns, so I will keep this simple.

Here are 20 specific and measurable PR objectives with blanks left for benchmarking, target audience and timings.

PR objectives to influence what people know/think

  1. To increase understanding of what among who by when
  2. To educate who on how to do what by when
  3. Generate awareness of what amongst who by when
  4. Ensure that who knows about what by when
  5. By when to get who to recognise the effect  of doing what
  6. Get who to see a different perspective about what by when

PR objectives to infuence people’s attitudes and opinions

  1. Get who to feel inspired to do what by when
  2. Get who to have a positive perception of what by when
  3. Get who to believe that what is what by when
  4. Get who to prefer what over what by when
  5. Increase satisfaction levels of what amongst who by when
  6. Improve stakeholder opinions of who by when

PR objectives to influence how people behave

  1. Ensure attendance of who at what when
  2. To persuade who to vote for what by when
  3. Decrease number of people (from what to what percentage) who do what by when
  4. Encourage who to try our product/service  by when
  5. To get who to participate in what by when
  6. Encourage who to donate what by when
  7. Increase engagement levels from what to what amongst who by when
  8. Generate how many leads/enquiries amongst who by when

I hope that this list helps next time you are planning PR and have to set PR objectives.

Here is a guide explaining the differences between inputs, outputs and outcomes and if you’d like to find out more about my PR training courses, then do get in touch.

Creating PR stories. It’s SIMPLES!


My PR students and learners often ask for a handy toolbox of techniques that they can take away to use for creating their own PR stories.   So, I developed this acronym of the letters S I M P L E S and hope that you find it helpful when planning how to make every PR story or piece of PR content work hard.

S = simple narrative

Campaign messages need to be turned into meaningful PR stories and my view is that the simpler the narrative, the better.  I love how NHS Blood and Transplant’s campaign for National Blood Week 2015 transformed key messages of ‘There is a shortage of blood groups O and A.  Support  National Blood Week and register to give blood’ into a wonderfully simple narrative – Help to fill the g ps. Do something amazing. Give blood.#missingtype Read more

Favourite PR examples from 2015

I love gathering good PR case histories to use in my training and workshops. This year, I’ve chosen some of my favourite PR examples to reflect the variety of ways in which PR can be integrated with other communications.

Favourite PR stunt, Lego Oscars

Lego is no newcomer to executing PR stunts and one of my favourite is the #LegoOscar trophies which were made and presented to stars during the awards and at an after party to publicise the song track to the Lego Movie which was nominated but failed to win an award.   With so many other brands vying for Hollywood’s attention, Lego stole the show as can be seen from Oprah Winfrey’s reaction. Fans took to social media to share the pictures and watch the video of how to make their own lego Oscar and this quickly spurred a host of other instructional videos.

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