Four step process

Question	Answer
helps define the problem and publics	Research
These refer to longer-term, broad, more global, future statement of “being.”	Goals
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	Objectives
specific, measurable, attainable, audience specific, relevant, results (outcome) oriented, time-specific	Objectives should be
change behavior, awareness, opinion, support	Outcome objectives
serve to “inform” or “educate”	Process objectives
measure activities, e.g., number of contacts or news releases	Outputs
_______ can help monitor your work but have no direct value in measuring the effectiveness of a campaign.	Outputs
These serve as a road map or approach to reach objectives	Strategies
These serve as specific elements of a strategy or specific tools, more specifically “how to.”	Tactics/tools:
Four basic methods or control factors relate to public relations budgeting:	overall income or money available for the organization and unit, the competitive necessity of the public relations function and related areas, the specific tasks or goals set for the organization and department, and the element of profit or excess funds after expense
According to Broom,	budgeting in public relations is an art and a science

Resource summary

	Created by slavings-s over 8 years ago