• Clients want to know if their time, money, and efforts were well spent.
• They are measurement objectives that agree on what the criteria for success will be based off of.
• Management and PR personnel will be on the same page during the program planning.
• At the end, you can compare your set goals to see if you accomplished what you hoped for.
• “Evaluating impact/results starts in the planning stage. You break down the problem into measurable goals and objectives; then after implementing the program, you measure the results against goals.” – Albert L. Schweitzer of Fleishman Hillard