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
- To increase understanding of what among who by when
- To educate who on how to do what by when
- Generate awareness of what amongst who by when
- Ensure that who knows about what by when
- By when to get who to recognise the effect of doing what
- Get who to see a different perspective about what by when
PR objectives to infuence people’s attitudes and opinions
- Get who to feel inspired to do what by when
- Get who to have a positive perception of what by when
- Get who to believe that what is what by when
- Get who to prefer what over what by when
- Increase satisfaction levels of what amongst who by when
- Improve stakeholder opinions of who by when
PR objectives to influence how people behave
- Ensure attendance of who at what when
- To persuade who to vote for what by when
- Decrease number of people (from what to what percentage) who do what by when
- Encourage who to try our product/service by when
- To get who to participate in what by when
- Encourage who to donate what by when
- Increase engagement levels from what to what amongst who by when
- Generate how many leads/enquiries amongst who by when
Here is a guide explaining the differences between inputs, outputs and outcomes.
I cover objective settting in my Strategic PR Planning course.