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Typical public relations objectives for businesses and organisations

What are some typical public relations objectives?

Most people haven’t got a slightest idea about public relations.

So, what do public relations professionals do? In short, we manage the communication with various stakeholders:

Another way of answering this question is to take a closer look at a few examples of what types of objectives a typical public relations officer has:

Increase awareness via owned and unpaid channels.

Educate the market and modify perceptions.

Increase word-of-mouth strategically.

Increase positive publicity and decrease negative publicity.

Coach and prepare corporate spokespeople.

Manage insider threats.

Introduce new products or services.

Manage inquiries from journalists and analysts.

Keep stakeholders well-informed.

Strategic work (positioning, perception management etc.)

Establish and develop mutual relationships with key publics.

Monitor word-of-mouth and press coverage.

Improve internal communications.

Prepare and manage crisis situations.

Manage issues before they escalate and become real problems.

Influence public opinion and legislative processes.

Develop the PR strategy and keep the PR plan updated.

Gather actionable insights from data analysis and focus groups.

Produce and publish informational and educational content.

A common misconception is that public relations is all about pitching and securing publicity (media relations) for the organisation.

Still, this only makes up for a tiny percent of a typical workday for most public relations professionals.

Photo by Shridhar Gupta on Unsplash.

Avatar of Jerry Silfwer
Jerry Silfwer
Jerry Silfwer aka Doctor Spin is an awarded senior adviser specialising in public relations and digital strategy. Based in Stockholm, Sweden.

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