Why are measurable objectives important to the evaluation phase ...

[CORALGRILL2014]

Why are measurable objectives important to the evaluation phase of the public relations process?
 
  What will be an ideal response?

Question 2

Why do we plan, and what are the qualities that comprise a good public relations plan?
 
  What will be an ideal response?

[jharrington11]

Answer to Question 1

What are the advantages of measurable objectives? What are the disadvantages?
Answer: If objectives are not measurable, then how do we define success? However, the great
disadvantage is the uncertainty of how much change is possible. Research is the key to developing
realistic and measurable objectives. Because changing public behavior is a long-term process,
objectives should be stated in terms of building relationships or acquiring resources when possible.
You should evaluate progress as the plan progresses  and change objectives if necessary and
possible.

Answer to Question 2

We plan keep our actions in line with our organization's values-based mission, to secure needed
resources, to help us control our destiny, to help us better understand and focus our research, to help
us achieve consensus, and to allow effective management of resources. A good plan is tied to a
specific goal of your organization, stays goal-oriented, is realistic, is flexible, and most important, is
values-driven.