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Measurable Goals for Public Relations

Measurable Goals for Public Relations

Goals are considered as generalized ends that offer a framework for decision-making and influencing behavior. The goals are connected to the mission and vision of the organization. They acknowledge the issue and point out a way through which the organization can have it settled. Their nature is that they are stated in general terms with no specific measure. This justifies the need to converting these goals to specific and measurable objectives. They represent the expected solutions to the day-to-day problems (Watson & Noble, 2007).

The objectives set should be reasonable and realistic in line with the available resources and time-frame and with quantifiable measures. Quantifiable objectives while being considered conceptually and practically needs to answer the questions on what, who, how much, and when (Anderson et al. 2009). The what, measures the specific metrics for the outcome. Who; indicates the specific target audience. How much; intends to measure the outcome that is to be changed. When; describes the time frame when the objective should be achieved.

An organization may have a PR goal of increasing awareness on its corporate social responsibilities. This goal gives only a direction but cannot be quantified. The objective should be measurable in terms of outputs, outcomes and business results. Example of an objective from this goal may be; to increase the public awareness on the company’s corporate social responsibilities from 20% to 60% within the next six months. By awareness the public relationship will use media to deliver to target information on the CSR projects undertaken by the community.


Anderson, F., Hadley, L., Rockland, D., & Weiner, M. (2009). Guideline for Setting Measurable Public Relations Objectives. Institute for Public Relations.

Watson, T., & Noble, P. (2007). Evaluating Public Relations. Philadephia: Kogan Page.