What short-term objectives will lead to the goals of the strategic plan?
There are any number of potentially useful ways public relations objectives can be identified, organized, and prioritized. Two of the most common are described below. Project-oriented objectives focus on specific work products (e.g., news releases, publications, etc.) or tasks (e.g., holding an open house, testifying before a legislative sub-committee, etc.) that end up on a giant “to do list” of projects that will enhance the organization’s public relations. These can be either new initiatives or a continuation of current activities. Usually the first consideration in trying to prioritize such a list is predicting how many people will be affected. The more people it will impact, the higher its priority is likely to be, although some consideration is also given to cost, ease of completion, and precedent. If it’s relative cheap, easy to do, and is something the organization has been doing for a long time — e.g., publishing a monthly employee newsletter — continuing to do it may rise t
