June 2014
Intermediate to advanced
208 pages
6h 13m
English
Content preview from Evaluating Public Relations, 3rd Edition
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Objectives and objective setting
One of the main weaknesses in communications planning is objective setting. There are three common problems: one is objectives that describe processes (eg ‘organize a press event’) rather than an end point. Another is objectives that are so vague they are useless as success (or otherwise) cannot be established. Finally, there needs to be a clear linkage between the success criteria established in the objectives and the data gathered to evaluate the success of the programme. The Barcelona Principles (International Association for the Measurement and Evaluation of Communication, 2010) state that ‘goal-setting and measurement are fundamental aspects of any public relations program’. Smith (2005: 72) is more specific, ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.