Setting the Right Goals

In my PR communications course early this week we refreshed on setting the right goals and objectives, and following through with the corresponding strategies and tactics. It was a good thing that we did, because the main focus of my attention during my internship this week was setting and achieving promotional goals.

First, it is important to know the objectives of the company, the history, and the future goals that the company wants to reach. From the company's goals, the PR goals can be achieved.

I spent a little time searching for articles on ways to set the best goals for PR, and one article I found that I really liked, by Mark Renfree, gave "4 Social Listening Tips To Make Sure You Set the Right Goals."

His main points are:

1. Data becomes outdated quickly, and has no value if you do not gain something from it. When collecting data, have a plan for it and do something with it!

2. Listen to social media channels. Don't just listen, but KNOW which outlets to be listening to, and which targets on those outlets. Know how to reach these targets. Each specific target audience and network may call for different things.

3. Have the right people, doing the right things for your company. Know what kind of research you need to be doing, know the right way to interpret it, and finally, know how to and have the best people execute a plan based off of the data.

4. Finally, he warned to make sure you have the appropriate budget, tools, and people to make your operation successful.

I feel that all of these things are important, but there is one thing that I found myself constantly coming back to when trying to make my own PR goals; I needed to make sure I could prove there was concrete evidence that my goals would being reached.

While PR goals should be based off of current and sound research, and should ultimately help the company reach its goals. PR goals should be attainable and measurable.

http://www.dreamstime.com/royalty-free-stock-images-measuring-goals-close-up-shot-caliper-word-image35586659

If I could give one tip that Renfree didn’t, it would be to make sure that every single goal has a way to be measured, tangibly. This way, you know if your efforts are truly working and you have concrete knowledge leading your future campaigns.

If you do not know how to make your goals measurable, I found an awesome article here that might help. 

Goodluck!