There are four basic types of strategic communications objectives: output, process, outtake, and outcome.
An output objective is essentially a number: How many pages did you get published? How many column inches? How many times did you tweet? How many news releases did you send out? These objectives focus on organizational activity, but they don't take into account the effects of that activity.
A process objective is essentially the end result of actions you take to inform, educate, show, and explain something. If you want someone to write a news release (the end result), you have to explain that person needs to carve out time on their calendar, conduct research on the topic, and write and edit the news release.
An outtake objective is an objective where you want to change somebody's mind about something. It's a persuasive objective. Your audience might not like vegetables now, but if it knew know how tasty vegetables can be in certain dishes, or how nutritious, it might develop a fondness for them.
An outcome objective is where you want to change somebody's behavior: You want to convince them to eat vegetables, stop smoking, or go vote.
Now that you've learned about the four types of communications objectives, test your knowledge.
Your organization is working to raise seatbelt awareness and use among young adults. Determine whether the following objectives are output, process, outtake, or outcome.
Check Your Knowledge
Get young adults to wear a seatbelt.
output
process
outtake
outcome
Try again. Output objectives pertain to organizational activity, not the impact of that activity.
Try again. Process objectives specify the end result of an organizational activity, not the impact of that activity.
Try again. Outtake objectives focus on perspective and attitude, not on the actions of your target public.
Publish five articles per month every month on the importance of wearing seatbelts.
output
process
outtake
outcome
Correct! The articles you publish are your organization's output, making this an output objective.
Try again. Process objectives specify the end result of an organizational activity, not the number of products the activity produces.
Try again. Outtake objectives focus on the perspectives and attitudes of your target public, not on measuring organizational activity.
Try again. Outcome objectives focus on a desired action or behavior in your target public, not on measuring organizational activity.
Get young adults to recognize that wearing seatbelts is important.
output
process
outtake
outcome
Try again. Output objectives pertain to organizational activity, not the impact of that activity.
Try again. Process objectives specify the end result of an organizational activity, not the impact of that activity.
Correct! Changing someone’s thinking about a subject is the goal of an outtake objective.
Try again. Outcome objectives focus on a desired action or behavior in your target public, not a desired perceptual change.
Develop a graphic to illustrate the importance of seatbelt use.
output
process
outtake
outcome
Try again. Output objectives measure organizational activity, not how that activity is performed.
Correct! Process objectives specify the end result of an organizational activity. You might achieve this objective by, say, coming up with an idea, working with an artist, and approving the final product.
Try again. Outcome objectives focus on a desired action or behavior in your target public, not on the organizational activity needed to reach that public.