The strategic approach: Writing measurable objectives

There is one thing that most of these campaigns have in common: a lack of measurable objectives. In many cases, there weren't even stated goals. In today's world, clients want to know what the PR function has produced that leads to some type of return on investment (ROI). Here, Stacks and Bowen discuss the strategic approach of writing measurable objectives. There are three PR objectives found in any campaign: informational, motivational and behavioral. They occur in a logical order. First, communication must occur; that is, the information must be sent, received and understood. Second, the public, stakeholders or audience must be motivated by that communication toward the intended action. And, third, the target should adopt the desired behavior.