制定可测量公关目标的指南（英文版）.pdfVIP

研报客 3 4 6 3 8 4 6 4 7 6 5 8 3 6 5 7 3 4 6 5 8 7 3 4 6 3 8 4 6 GUIDELINES 3 8 4 6 4 8 3 7 3 6 8 3 7 4 7 3 4 8 3 2 6 5 8 2 3 5 6 8 for Setting Measurable PR Objectives by Mark Weiner, CEO of PRIME Research with contributions from Forrest W. Anderson, and Linda Hadley, David Rockland 研报客 Guidelines for Setting Mea- surable by Mark Weiner, CEO of PRIME Research with contributions from Forrest W. Anderson, Linda Hadley and David Rockland TABLE OF CONTENTS 04 Introduction 05 Why Set Measurable Public Relations Objectives? 06 How to Set Proper Public Relations Objectives 06 I: Linking PR Objectives to Organizational Objectives Make Them Meaningful 08 II: Objectives which are Openly Negotiated Become More Reasonable 08 III: Detailing Specifics: Make Objectives Quantifiable 10 A Worksheet for Setting Measurable Public Relations Objectives: STEP 1 - Review Past Performance 12 A Worksheet for Setting Measurable Public Relations Objectives: STEP 2: Write Objectives 13 A Worksheet for Setting Measurable Public Relations Objectives: Check-List 14 In Conclusion 14 About the Authors 研报客 INTRODUCTION In every business case – whether the organization is large or small; for-profit or nonprofit; local or global – there is an objective. Objectives may include generating a p