helps define the
problem and publics

These refer to longer-term, broad, more global, future statement
of “being.”

There is a focus here on shorter-term, defines WHAT behavior, attitude or opinion you want to
achieve from specific audiences, how much to achieve, and when to achieve

specific, measurable, attainable, audience specific, relevant, results (outcome) oriented, time-specific

change behavior, awareness, opinion, support

serve to “inform” or “educate”

measure activities, e.g., number of contacts or news releases

_______ can help monitor your
work but have no direct value in measuring the effectiveness of a
campaign.

These serve as a road map or approach to reach objectives

These serve as specific elements of a strategy or specific
tools, more specifically “how to.”

Four basic methods or control factors relate to public relations budgeting:

According to Broom,