It is often thought that objectives are the single most
important element in the public relations process. They
represent the practitioner's desired outcomes in communicating
with the targeted publics.

Two basis types of objectives are used in public relations
programs: impact objectives and output objectives.

Output Objectives:

Output objectives represent the work to be produced, that is,
the distribution or execution of program materials.

Output objectives can easily be made specific and quantitative.
For example:

  • To send one news release to each of the community's major
    media outlets: its daily newspaper, its TV station, and its
    three radio stations by May 10.
  • To make an oral presentation to an important conference of
    security analysts in each of the following five cities: Miami,
    New York, Los Angeles, Chicago, Houston, and Denver,
    before December 15.

Impact Objectives:

Impact Objectives represent specific intended effects of
public relations programs on their audiences.

There are three kinds of impact objectives: informational,
attitudinal, and behavioral.

  • Informational Objectives - included message exposure to,
    message comprehension by, and/or message retention by the
    target public
  • Attitudinal Objectives - aim at modifying the way an
    audience feels about the client or organization and its work,
    products, or services
  • Behavioral Objectives - involve the modification of
    behavior toward the client or organization