Most Public Relations campaigns work best when a well thought objective is established.
The objective should be as tangible as possible.
For example, “Increasing branding and awareness” is surely a goal of any PR campaign but that alone can be hard to measure.
Instead focus on a number or action you want to achieve.
“Connect with a key target audience to sell 50 widgets in 12 months” or “Generate 1000 signatures to add a special proposition on the next ballot” are objectives that can be developed and measured.
In the first example, a business can easily measure whether or not it is selling any widgets. In six months time they should have sold somewhere around 25 widgets or at least have some pending orders in the pipeline.
A P.R. campaign can be developed to generate articles in specific widget trade journals, secure booth space at widget conferences and trade shows, generate speaking engagements at widget events for the company’s CEO or spokesperson, etc.
If their is no interest in the widgets the company can adjust their approach. It can refine its sales message and communications strategy.
Perhaps the widget company might have to change the audience it thought would be most interested in this product. It might also have to change the product itself to better meet the needs of their customers.
In the second example a campaign can be developed to educate area residents about the benefits of adding a special amendment to the ballot.
Often this can involve a petition signing event at a local mall or grocery store, sending out mailers to area residents, town hall meetings to discuss the issue, and perhaps running ads in the local area newspaper.
Again if people are hesitant to sign the petition you can make adjustments and perhaps even change the wording of the amendment to help residents better understand the issue.
The amendment campaign is very measureable. When the deadline arrives you have either secured 1,000 signatures or you have not.
Business owners and others seeking a solid return on investment from their P.R. campaign should ensure they create objectives that can be measured.
In most cases the goal should be not just to generate articles but to change the audience’s behavior with a positive result.
