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Public Relations Objectives for Organisations

What PR professionals set out to accomplish.

Cover photo by Jerry Silfwer (Instagram)

What are some typical public relations objectives?

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

Here’s a basic definition of PR:

I Love PR – Mug in Snow – Doctor Spin – The PR Blog 2
I love PR. And coffee.

How To Define Public Relations

Someone once tried to count the number of actual definitions of public relations, but they allegedly gave up after finding over 2,000+ different versions.

Amongst so many definitions of public relations, here’s the definition that I find to be most useful.

Public Relations (PR) = the strategical and tactical use of communication to develop and maintain productive relationships with stakeholders, influencers, and publics.

Please note:

Stakeholders in PR = incentivised representatives with various interests in the organisation.

Influencers in PR = independent gatekeepers with audiences of importance to the organisation.

Publics in PR = situational groups with similar communicative behaviours affecting the organisation.

Here are a few additional definitions:

“Public relations is an organizational function and a set of processes for managing communication between an organization and its publics.”
International Association of Business Communicators

“Public relations is the strategic practice of influencing attitudes and behavior through communication, which seeks to create and maintain mutually beneficial relationships between an organization and its publics.”
Public Relations Society of America

“Public relations is the management of communication between an organization and its publics, through the use of technology, social media, and other forms of communication to achieve mutual understanding, realize organizational goals, and serve the public interest.”
The Global Alliance for Public Relations and Communication Management

“Public relations is the management function which evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.”
Institute for Public Relations

“Public relations is the process of creating, building, and maintaining relationships with key stakeholders in order to achieve organizational goals and objectives.”
Chartered Institute of Public Relations

“Public relations is the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest.”
IPR Commission on PR Education

Read also: How To Define 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

We could also take a closer look at a few examples of what types of objectives a typical public relations officer has:

Typical PR Objectives

PR is quite similar to other white-collar industries. A typical day for many office workers might contain:

  • Read, write, and send lots of emails.
  • Participate in lots of meetings.
  • Make lots of phone calls.
  • Read lots of documents.
  • Write lots of text and produce lots of content.
  • Create lots of presentations and lead lots of workshops.

All of the above is certainly true for the PR profession as well. But more specifically, there are many different types of typical PR objectives:

  • Keep stakeholders, influencers, and publics well-informed and up to speed.
  • Increase awareness via earned, shared and owned channels.
  • Educate the market and modify perceptions.
  • Increase word-of-mouth by creating social objects.
  • Increase positive publicity and decrease negative publicity.
  • Coach and prepare corporate spokespeople.
  • Provide training in communicative leadership.
  • Facilitate coworker advocacy.
  • Promote corporate openness and transparency internally.
  • Manage insider threats.
  • Introduce new products or services.
  • Manage inquiries from journalists and analysts.
  • 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 for various earned, shared and owned channels.

Read also: Public Relations Objectives for Organisations

Jerry Silfwer
Jerry Silfwerhttps://www.doctorspin.net/
Jerry Silfwer, alias 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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