Strategic Communication Goals and Objectives

Goals are broad

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Operational goals tell us what an organization wants to do or accomplish.

Communication goals tell us what an organization wants to communicate about. This is the type of goal, with objectives, that the PR professional creates. Our text describes that goals are written broadly, generally and simply.

Goals can be thought of as an umbrella statement. They "cover" or overarch what we want to achieve, whether that's what we're going to do or say. They are often as simple as "improve the organization's reputation" or "reinforce a company's image" as examples. Look through the following goal statements sorted into the three types of goals we study.
There are three kinds of goals that we'll consider: reputation, relationship or task management goals. Notice how general and simple the statements are:
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Objectives should be SMART and detailed

An objective is a specific statement of purpose for a public relations activity.

Objectives are detailed and in strategic planning for communication there is a hierarchy, meaning one thing has to happen first, before another. First, a public has to become aware of something. Then, a public has to accept something. And, both awareness and acceptance must happen before a public will act.

SMART objectives are specfic, measurable, achievable, realistic and time-framed. They specifically tell us what is the targeted public, what we hope to achieve and by when. (Notice, none of these examples tell us HOW anything will be achieved, that comes later.)
1. Awareness starts the process. A public has to become aware of the information we want them to know.

When writing an awareness objective, the specific and measurable parts of the statement should make it easy to evaluate whether success has been achieved. Also, because an awareness objective starts the process and is easiest to achieve, our target number of publics to be made aware should be higher than other types of objectives.
2. Acceptance follows, if interest builds. The acceptance stage begins when publics deal with what we want them to think or feel about what they now know (from the awareness stage).

When writing an acceptance objective, we should expect fewer people to accept what we want them to feel or think than those whom we've made aware.
3. Verbal and physical actions follow acceptance. The third type of objective is the culmination that focuses on what we want our publics to do based on what they think or feel about what they now know.

When writing an action objective, we should expect even fewer people to act than have accepted or been made aware of what we want them to think or feel.

Examples of objectives

These examples of each type of objective come from the cited book. Read each example along with the information presented, to gain a better understanding of how to write an objective.
AWARENESS 
To have an effect on the awareness of senior citizens in Lake County; specifically to increase their understanding of the advantages that Fancy Fake Health Program offers senior patients (60 percent of senior residents within six months).

To have an effect on the awareness of legislators from the Southern Tier; specifically to increase their understanding of the environmental impact that House Bill 001 will have on their constituents (10 of the 15 Republican members and six of the seven Democratic members of the House committee within two months).

(adapted from Smith, 2013, p. 103)

Awareness objectives deal with information and knowledge. They are cognitive.

  • attention
  • comprehension
  • retention
ACCEPTANCE 
To have an effect on the acceptance of senior citizens in Lake County; specifically to increase their positive attitudes toward membership in the Fancy Fake Health Program (30 percent within six months).

To have an effect on the acceptance of legislators from the Southern Tier; specifically to gain their interest in the environmental issues addressed by House Bill 001 (10 of the 15 Republican members and six of the seven Democratic members of the House committee within two months).

(adapted from Smith, 2013, p. 103)

Acceptance objectives focus on the reactions people have to our information. They are affective.

  • interest
  • attitude
ACTION 
To have an effect on the action of senior citizens in Lake County; specifically to obtain an increase in their membership in the Fancy Fake Health Program (10 percent within six months and an additional 10 percent within a year).

To have an effect on the action of legislators from the Southern Tier; specifically for them to vote in favor of House Bill 001 (six of the 15 Republican members and six of the seven Democratic members of the House when the vote comes up next spring).

(adapted from Smith, 2013, p. 103)

Action objectives address a hoped-for response in action to information and feelings. They are behavioral.

  • opinion
  • behavior

AKA G.O.S.T. model

Strategy begins with Goals (G) and Objectives (O). These lay out WHAT we want to achieve. In upcoming modules we'll consider the Strategies (S) and Tactics (T) that comprise the GOST model. The S and T are where we determine HOW we will achieve our objectives.
boals are broad
These elements are broad or overarching.
Goals are broad (or general) and answer the question WHAT do we hope to achieve.
Strategies are broad (or general) and answer the question HOW do we hope to achieve our goals.
objectives are detailed
These elements are specific or detailed.
Objectives tell us specifically and measurably what public we want to reach, WHAT we want to achieve and by when.
Tactics are HOW we can achieve our objectives.
Smith, R.D. (2017). Strategic Planning for Public Relations, 5th Edition. Routledge; New York, NY.