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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 ...

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