ABSTRACT
Book Title: Strategic Planning for Public Relations
Chapter Author: Ronald D. Smith
orcid.org/0000-0002-9757-8399
Chapter Number and Title: Strategy. Step 4: Setting Goals and Objectives
This step begins with the concept of positioning as the way an organization distinguishes itself in the mind of its publics. It includes information on writing positioning statements, with examples from many companies and organizations. It also deals with ethical aspects of positioning. This step then delves into the concept of goals, identifying three different types: reputation management goals, relationship management, and task management goals. It offers examples of each type. The step then focuses on objectives as statements of specific outcomes emerging from goals. Objectives have several elements: goal rooted, public focused, research based, explicit, measurable, singular, challenging, attainable, and acceptable. The step also presents a hierarchy of objectives: awareness, acceptance, and action. It features tips on developing and writing objectives.
