The second stage in the RACE process is Action.  This looks at goals and objectives. I have to admit at first I couldn’t differentiate between the two without the help of my class notes, and even then!  I know that the major difference is that goals are more general, while objectives are more specific.  After that, I’m not sure how to word either of them.  This topic was hard to understand the first time it was presented.

Even when I was completing an in-class assignment, I found actioning my research difficult because I confused both goals and objectives with each other when the class was given a sample Reitman’s case.  Language use was the most complex part of the exercise because the meaning of the objective would change as the verb changed.  The question that I had was if goals need objectives, can objective help to shape goals? Can the process go either way? Goals and objectives are an important part of the RACE model. 

Goals and objectives are part of the Action phase of RACE.  There needs to be an action that the conducted research calls for.  When ever I’m unsure of a term my mom always told me to look in up.  The confusion between goals and objectives lead me to look up both terms.  Goals are defined as the purpose toward which an endeavor is directed; an objective.  It’s synonymous with intentions.  While objectives are defined as something worked toward or striven for; a goal is the reason (purpose) for the action.     

Communications always need to be purposeful.  There is a call to action after the research is conducted, but I found it hard to come up with goals and objectives.  I feel that I need more practice with the exercise.  In a work environment, will I have help in developing goal and objectives, or will I be left to come up with them by myself?  Will there be guidelines or will I have to come up wit those as well?  At the time this topic left me with more questions then answers. Through class discussion, my confusion became calmed and the process became clear.  I felt that I had a limited understanding of the term, but it was through group examples that I realized what the terms actually meant and the difference between the two.  In looking at classmate examples, the differences seemed obvious, making me think, why didn’t I get this before?  When learning I find that I need an example to follow to have a template to go back to. 

I now see why language use is so important.  I t helps to understand the content and the purpose of the action.  The group exercise also helped me see what the job of a communicator is and that communicators can not step on the toes of departments that handle other aspects of the organization’s day-to-day operations.  The test to check for understanding was a great help because I know what I need to work on when I comes to goals and objectives.  As goals are more general in scope, objectives are more specific and measurable (by time or quantity).  

Checking for understanding with a test showed me that I need to practice output and impact.  I need to find more resources for writing understandable communications goals and objectives, so that I will have more practice before I get into a business setting.  With the practice, setting goals and objectives will become easier and my language use will become more defined and taken in more readily. 

The action stage of the RACE process I feel is the hardest to grasp for PR students.  But once you understand this stage, your job becomes so much more focused and deliberate, especially for the target audiences outlined in the research stage.