• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
SMART Objectives
SMART objectives

In defining objectives for a public relations (or other) plan, most commentators will advocate the use of SMART objectives. This means they should be Specific Measurable Achievable Relevant and Time-based. Some sources use ‘realistic’ instead of ‘relevant’, but this would seem to be redundant after ‘achievable’. Other sources use ‘agreed’ instead of ‘achievable’. Objectives are usually seen as being at the heart of the planning process. Objectives:

  • provide the organisation with some measure of control;
  • motivate individuals and teams;
  • provide focus on agreed aims.

The requirement that the objectives be specific is important in order to provide precision. Objectives need to be measurable, especially if bonuses are to be related to achieving them. It can only create difficulties if there is disagreement about whether or not the ...

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