With a heightened emphasis on “authenticity,” it seems that few would argue with PR counsel calling for honesty, clarity, and precision in the new communications environment. And yet, when it comes to two common PR functions – objectives-setting and evaluation – many practitioners are deliberately vague, imprecise, and sometimes even disingenuous.
If you have judged PR competitions as I have, then you are familiar with objectives like these: “Deliver significant media attention” or “break through the media clutter.” How ...