ABSTRACT
In their classic book Public Relations Management by Objectives, Norman Nager and T. Harrell Allen use the analogy of transportation: Goals provide the direction while objectives pinpoint the destination. Management by objectives is the process by which effective and efficient organizations plan their activities. It should be noted that public relations and marketing strategists generally make the distinction that goals are general and global while objectives are specific. A public relations objective is a statement consistent with an organization's positioning and emerging from the organization's goals. Communication managers responding to broader organizational goals often establish objectives. An objective is a threefold subset of a goal, an articulation of the various elements that are necessary to achieve the goal. Objectives are oriented toward the impact they can achieve. Objectives are defined and quantifiable, with clear measures that state the degree of change being sought.
