The most common mistake when formulating a PR objective is to include the phrase ‘the public,’ which has no place in the communication discourse. PR depends on the relationship between multiple publics, with strategies and tactics being developed to target a specific group.
A compelling communication objective always specifies which audience is being targeted. The phrase ‘the public’ is simply too vague to provide useful guidance for campaign planning.
It seems obvious that you would not use the same strategies and tactics to influence middle-aged subsistence farmers in rural China and young urban professionals in Paris. While these two groups are obviously different, each target audience has different values and media habits that must be considered when developing a campaign to reach them. If you do not identify a specific audience in your public relations objective, you risk miscommunicating your key messages or delivering the right information to the wrong people.
Ahmed Malik is Account Manager at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me