1. Goals Objectives Strategies
Public Relations
Goals
Objectives
Strategies

2. what you'd like to accomplish !
Goals
A goal is simply
what you'd like to accomplish !

3. Goals
Here's an example of a goal for a plan to market a new brand of pickles:
"Make XYZ pickles the preferred gourmet spicy pickle at specialty stores in the United States.”

4. Goals That goal is barely attainable, and that's the point.
The goal really doesn't ever change. It will be the same whether the pickles are in last place, or first place.
It's the carrot you're dangling in front of your team.

5. Objectives
These need to be measurable
They often contain numbers. 

6. "Sell 20% more spicy pickles than last year.”
Objectives
Here's an objective for our pickle company plan.
"Sell 20% more spicy pickles than last year.”
20% +

7. Objectives Pretty simple, yet measurable. Sales this year are 100k.
We want sales to be 120k. You can measure that!!

8. Objectives
Another good way to know an objective? Each objective will start with an verb.
Here are some good ones:
Increase
Deliver
Sell
Obtain
Find,
Decrease
Speed up
Entice
implement
Start an objective with one of these words, and then use numbers to make it measurable.

9. Strategies
These are probably the hardest to understand and the hardest to write. 
Strategies are WHY you are doing something. 

10. Strategies Here's a strategy for the pickle plan.
"Collaborate with food bloggers and editors to provide information about XYZ spicy pickles and how they can complement any picnic menu. The food bloggers and editors will lend third-party credibility and endorsement to the pickles“

11. Let’s Practice