ABSTRACT
This step is about looking inward and deciding what you want to achieve. To betterunderstand this step, you need to understand the twin concepts of goals and objectives.It should be noted that public relations and marketing strategists generally make the distinction that goals are general and global while objectives are specific. However, some advertisers and other specialists rooted in business disciplines either reverse the meanings of the terms or use them interchangeably. In your actual practice, you may find people applying different definitions to these terms, so make sure you understand what the words mean and how colleagues use them. In Strategic Planning for Public Relations, we use the terms as they are outlined below.
