The overall aim of a Public Relations Campaign is to position your company ahead of your competitors in the minds of the customers and prospects. Customers need to subconsciously imagine that your products or services fulfill their needs better than any competitor.

A Public Relations Campaign is designed to achieve action awareness or attitudinal improvement. Action may be trial, usage or response, leading to a first step on the journey of one of these two. The objectives are the desired effects from the communications.

Probably the most important reason for setting specific objectives for a Public Relations Campaign is that specific objectives create a knowledgeable environment for all parties involved with the campaign. Thus, everyone has the same overall aims, including all departments of your company together with the overall management structure.

Public Relations Objectives stem from company objectives and aid everyone in attaining the same outcomes. Objectives also give you a benchmark upon which you can measure success of each individual campaign. Desired outcomes are thus measurable, enabling you to truly evaluate each campaign against ‘dollars’ invested.

Public Relations Objectives are defined in terms of specific outcomes, such as meeting specific sales targets and have a specific time frame for achievement. They do not work alone.