In the successful practice of public relations, it is important to distinguish between the activity (programming) such as special events, press conferences and media, and actual results. For example, investing in and developing an attractive press package is useless if no one in the media uses the material. Successful public relations practitioners understand the difference between disseminating information and achieving desired results.In this Discussion, you will differentiate and link the two.

Discuss:

In a Discussion post, address each of the following:

• What is the difference between output and outcome objectives? In your opinion, are they equally important? Why or why not?
• Briefly describe at least two commonly used public relations “programming” activities. Include in your description a situation in which each activity would be appropriate and at least one output and one outcome objective for each.