Doctor SpinPublic RelationsCorporate CommsPublic Relations Objectives for Businesses and Organisations

Public Relations Objectives for Businesses and Organisations

What PR professionals set out to accomplish.

What are some typical public relations objectives?

Most people haven’t got the slightest idea about public relations.

So, what do public relations professionals do? In short, we manage the communication with various stakeholders:

Stakeholders in PR
Typical stakeholders in PR.

Examples of Public Relations Objectives

Another way of answering this question is to take a closer look at a few examples of what types of objectives a typical public relations officer has:

  • Increase awareness via earned, shared and owned channels.
  • Educate the market and modify perceptions.
  • Increase word-of-mouth strategically.
  • Increase positive publicity and decrease negative publicity.
  • Coach and prepare corporate spokespeople.
  • Manage insider threats.
  • Introduce new products or services.
  • Manage inquiries from journalists and analysts.
  • Keep stakeholders well-informed.
  • Strategic work (positioning, perception management etc.)
  • Establish and develop mutual relationships with key publics.
  • Monitor word-of-mouth and press coverage.
  • Improve internal communications.
  • Prevent and manage crises.
  • Manage issues before they escalate and become real problems.
  • Influence public opinion and legislative processes.
  • Develop the PR strategy and keep the PR plan updated.
  • Gather actionable insights from data analysis and focus groups.
  • Produce and publish informational and educational content.

A common misconception is that public relations is about pitching and securing publicity (media relations) for the organisation.

Still, this only makes up for a tiny percentage of a typical workday for most public relations professionals.

Cover photo by Jerry Silfwer (Prints/Instagram)


Jerry Silfwer
Jerry Silfwer
Jerry Silfwer, aka Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.
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