Effective PR and digital communications start with clear goals and objectives

One of the biggest myths about public relations is that it's almost impossible to measure value and performance. But by setting and achieving measurable goals and objectives, your PR activities' value and quality are pretty easy to measure. 

“Goals” and “Objectives” are frequently used interchangeably, which can cause plenty of confusion.

So, let's here's a brief recap of the two:

Goals: What you want to accomplish overall.

Example: Your brand will be the best-known brand for your product/service in your city/state.

Objectives: Actions or activities involved in achieving a goal. Objectives should be SMART: Specific and concise, Measurable, Attainable, Realistic, and have an established Timeline. 

Example:  Increase the number of new visitors to the website by 30% in 2021 by collaborating with top influencers in [your product/service] industry. 

Once you have set objectives, be sure to revisit them and make sure you can measure each of them. If your objective is to increase visits to your website, are you up to speed on how to examine your website analytics to count visits to your website?

With your goals and objectives clearly defined, how do you make sure they are met? That's where PR and communications professionals can help: They can identify and implement the right strategies and tactics to help you meet your goals, as described below. 

Strategies and Tactics are also another pair of words often misused. Here's a brief explanation:

Strategies: Approach taken to achieve your objectives.

Example:  Share your unique story with reporters and bloggers for possible media coverage. 

Tactics: Tools you use to support the strategies you decide to implement to meet your objectives.

Example:  Reach out to 50 reporters and bloggers with personalized pitches.

As your PR consultant implements tactics, consistent measurement and evaluation will go a long way to ensure your PR and digital communications activities are effective, and in turn, help you achieve your objectives and ultimate goals.

As your PR consultant implements tactics, consistent measurement and evaluation will go a long way in ensuring your PR and digital communications activities' effectiveness and help you achieve your objectives and ultimate goals.