Join Deirdre Breakenridge for an in-depth discussion in this video Setting attainable goals and objectives, part of Public Relations Foundations (2014).
- One of the biggest mistakes you can make in PR …is not starting your effort with clear goals …and objectives in mind. …Your goals are what you're trying to achieve overall, …and your objectives should define exactly …what you're going to do, both quantifying …and benchmarking your campaign over time. …Remember, your goals should be attainable …so that you set yourself up for success. …This doesn't happen if your goals are too far-reaching. …If you can't create communication easily, …execute initiatives in a reasonable amount of time, …and measure the effort appropriately, …then you don't have an attainable goal in place. …When it comes to PR and raising awareness …and creating impact, here are four …popular examples of attainable goals. …Number one, I want to create more exposure …for our company's messaging and content. …Number two, I want to establish a preference …with the public, by changing audience opinion …or contributing to a change in their behavior. …Number three, I want to create impact, which can include, …
Learn today's public relations techniques and best practices with PR expert Deirdre Breakenridge. In this detailed course, she explains how social media has revolutionized public relations, and offers an effective eight-step workflow you can use to ensure you're sharing the right message with the right audience. Learn how to build a PR plan, develop and optimize messaging, and engage everyone in the media, from reporters to bloggers and influencers. Next, see how to manage relationships and your organization's reputation; amplify awareness with the aid of internal and external "champions"; and plan for, and gracefully navigate, crises. Finally, explore the differences between a news release and a social media release, check out effective visual storytelling techniques for new media, and see how to measure and share PR outcomes.
- Explain two ways to raise credibility.
- Define research.
- Identify the steps to take when auditing social media communication.
- Describe the thinking process PR professionals should use when developing messages and optimizing content.
- Recognize three strategies for becoming a trusted source for journalists and bloggers.
- Differentiate between issue management and crisis management.
- Explain how to create effective infographics.
- Identify the important of understanding data and analytics.
Skill Level Beginner
1. Moving from PR and PR 2.0 to PR Expanded
2. Researching Today's Consumers
3. Learning the Integrated Approach to PR Planning
4. Developing Relationships and Building Champions
5. When Crisis Strikes
6. PR Writing Today
7. Finding the ROI and the Value of PR
Conclusion: Becoming the Modern-Day Communicator
Next steps3m 3s
- Mark as unwatched
- Mark all as unwatched
Are you sure you want to mark all the videos in this course as unwatched?
This will not affect your course history, your reports, or your certificates of completion for this course.Cancel
Take notes with your new membership!
Type in the entry box, then click Enter to save your note.
1:30Press on any video thumbnail to jump immediately to the timecode shown.
Notes are saved with you account but can also be exported as plain text, MS Word, PDF, Google Doc, or Evernote.