PR objectives can also be divided into: strategic (setting out the general direction of action), operational (precise orientation) and tactical (used in complex action strategies). What can PR goals cover? Strategic PR goals include what exactly you want to achieve. They are not particularly precise, because they convey the concept or idea of public relations in a general way. Examples include, but are not limited to: improving the opinion about the organization in the industry, strengthen relations with clients, increase public support improve brand image, inspire social change for a specific cause. On the other hand, operational PR objectives are much narrower than strategic ones.
They are accurate, measurable and specific. They are formulated in such a way as to indicate the specific effects of public relations activities to be achieved. For example: conduct 20% more media training than a year ago, increase the number of positive opinions about the brand by 15%, increase consumer understanding of the benefits of our company's program by 10%. Tactical PR goals are, in turn, an operational goal that requires division into smaller tactics due to the variety of tools used and addressing other target groups.