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Public Relations: Measurable Objectives

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Why are measurable objectives important to the evaluation phase of the public relations process? What are the advantages of measurable objectives? What are the disadvantages?

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The solution discusses why measurable objectives are important in the evaluation process of the public relations process.

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1. Why are measurable objectives important to the evaluation phase of the public relations process?

Public relations can be evaluated, but evaluation has to be built in at the planning stage. And it's not that difficult, when measurable objectives have been developed. Measurable objectives are important because they are the specific measures that can be used to determine whether or not we are successful in achieving the goal. ...

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