• Entry
  • Reader's guide
  • Entries A-Z
  • Subject index

Objectives

Objectives are statements in a strategic plan that point to a desired level of achievement of a more broadly stated goal with a deadline. They enable specificity, measurement, and accountability. Objectives are an integral part of any strategic planning process for reputation management.

As a subset of public relations, reputation management is both a science and an art. The art lies in the creative development of tactics through which an organization shares its messages and engages with various publics. It is creativity that separates a ho-hum campaign from a truly exceptional one. It is in the science of public relations that campaigns and projects see their first potential for being effective. This is a strategy, based on research and given clear direction through well-articulated goals and ...

    • Loading...
    locked icon

    Sign in to access this content

    Get a 30 day FREE TRIAL

    • Watch videos from a variety of sources bringing classroom topics to life
    • Read modern, diverse business cases
    • Explore hundreds of books and reference titles