When defining public relations’ objectives, it is important to question:

• The nature of the intended change: i.e. is it to increase/decrease/maintain?
• The target audience
• The outcome to be achieved: i.e. knowledge, behaviour change
• The amount of change desired: it needs to be measurable and realistic
• Timescales for achieving the outcome
  

PR tactics

There are a number of public relations tactics that can be employed by a PR agency or consultant to ensure communication objectives are met.

The most common are:

• Media relations
  Often used exclusively, media relations forms the basis of most public relations campaigns. The most effective media relations targets specific audiences through the use of different publications and platforms influencing their awareness or behaviour towards a certain product or company. It is most valuable when coverage is cumulative and long term
• Sponsorship
  More and more companies are realising the advantages of strategic sponsorship. Carefully targeted at relevant and suitable events or organisations, sponsorship can be used as an awareness tool, particularly in new markets; as an association tool, linking the organisation with the positive attributes of the sponsored event or organisation; or in a corporate hospitality capacity, to reinforce key partnerships or contracts.