“All who have accomplished great things have had a great aim, have fixed their gaze on a goal which was high, one which sometimes seemed impossible.” — Orison Swett Marden

Tech startups rarely have PR goals because they don’t know what they don’t know and they don’t know. The company’s a startup for a reason. It’s starting up, and while there may be an emerging sector alongside it, that doesn’t mean that your startup will necessarily follow the same path. Just ask parents who have multiple kids grow up in the same home. All of the kids are different when it comes to goals. 

What is a PR Goal? 

It is what it is – it’s a GOAL. A basket, a touchdown, a home run, whichever sport you prefer. It is the end result of your objectives. Your objectives are the tasks you want to do to achieve your goal. Your PR goal should be tied to a particular metric. Say for example, you know that if a certain number of a certain target audience visits your site during a certain period, you will receive a percentage of demo requests.

Back up from there.

Tell your PR pro that when you make your next product announcement you would like to set a goal to generate a certain number of eyeballs to your website within a certain period so that you can get a certain percentage of demo requests during a certain period. Yeah, I like the word, certain. 

Certainly, it can’t be this easy, right? Wrong. It depends how you define your KPIs.