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The Strategic Approach: Writing Measurable Objectives

Publication Date: 05/2011

Source: SO01 Public Relations Tactics
Product Code: 6C-051105
Organization/Author/Firm: By Don W. Stacks, Ph.D. and Shannon A. Bowen, Ph.D.
Specialization(s): Measurement
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While public relations campaigns are almost always goal-oriented, they often lack concrete, measurable objectives to provide Evaluation tools and criteria. Don W. Stacks, Ph.D., a public relations professor at the University of Miami, talks about the importance of integrating evaluation tools and criteria into each step of a PR strategy.

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