MBO Management by OBJECTIVES

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MBO Management by OBJECTIVES

• Few successes especially in business are
  accidents.

Successful ventures begin with well-crafted plans
and follow those plans through to their
completion Which usually means their objectives
have been achieved.
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Objectives Reasons

• Objectives are the reasons behind PR programs

They represent the practitioners desired
outcomes in communicating with target publics.
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GOALS vs. OBJECTIVES

• Goals are GENERAL OUTCOMES

• Objectives are more
• SPECIFIC
• IMMEDIATE RESULTS

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3 Basic Elements

• 1) WHO is targeted

2) WHAT you want the targeted audience to do
3) WHEN you want them to respond to your message
OR when you need to reach them
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FORMAT

• State Objective as an INFINITIVE . . .
• to understand . . .
• to stimulate . . .
• to publicize . . .

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VERIFICATION

• Objectives must be stated in quantified,
  measurable terms WITH a time frame or target
  completion date.

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TWO Categories of Objectives

• OUTPUT objectives
• Work to be produced
• Deliver a speech
• Write a press release
• Distribute a newsletter

• IMPACT objectives
• More important objectives
• Represent specific intended effects of PR
  programs on their audiences

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List THREE types of OUTPUTobjectives for your
organization

• 1) To . . .
• 2) To . . .
• 3) To . . .

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THREE kinds of Impact Objectives

• Informational Objectives
• Attitudinal Objectives
• Behavioral Objectives

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INFORMATIONAL objectives

• Appropriate when you want to
• publicize an event,
• communicate instructions or procedures,
• educate an audience about a NON controversial
  subject

• EX To increase awareness of the companys open
  house by 10 among all segments of the community
  during the month of May
• EX To increase employee awareness of new plant
  safety procedures by 50 during our 3-month
  safety campaign
• GROUPS Make up 3 informational objectives . . .
• Read aloud

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ATTITUDINAL objectives

• Aim at modifying the way an audience feels about
  the client or organization and its work,
  services, or products.
• Attitude modification can consist of forming new
  attitudes where none existed previously OR
  reinforcing existing attitudes OR changing
  existing attitudes.

• EX no previous attitude To create favorable
  attitudes toward a new department store among 25
  of mall shoppers during grand opening
• EX reinforce To reinforce favorable public
  opinion toward a nonprofit organization among 80
  of its past donors during March and April
• EX change To reverse within one year the
  negative attitudes and ill will now being
  expressed toward the manufacturer of a defective
  product among 20 of the manufacturers former
  and current customers.
• GROUPS Make up 3 attitudinal objectives . . .

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BEHAVIORAL objectives

• Involve the modification of behavior toward the
  client or company
• May consist of creation of new behaviors,
  intensification of existing favorable behaviors,
  or reversing negative behaviors on the part of
  the audience toward the practitioners client or
  organization

• EX To accomplish adoption of new safety
  procedures among 75 of the organizations
  employees by September 15.
• EX To encourage 30 greater usage of seat belts
  in automobiles this year.
• EX To discourage smoking by 80 in the east
  wing of the restaurant during the next three
  months.
• GROUPS Which of the above objectives is
  deficient?
• Make up 3 behavioral objectives . . .