ABSTRACT
This chapter looks at practical approaches to setting objectives. This is a traditionally weak area for public relations (PR) planning and consequently, a critique of common problems in relation to objective setting is also provided. Reference is made to the original and updated Barcelona Principles and their influence on objective setting in PR practice. Objectives are vital within PR strategic planning to ensure resources can be used effectively and specific outcomes achieved. They need to be focused on problems or opportunities identified from research that affect the organization and specific publics. Setting objectives is not an easy process, with many possible problems that can be encountered, including a tendency to over-promise and a lack of a reflexive approach within real-world examples within published PR campaigns. Consideration of relevant quantitative and qualitative methods of evaluating objectives ensures PR able to offer strategic value to organizations. The work such as the Barcelona Principles provides a higher focus for evaluation towards objective setting.
