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Goals and Objectives

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Submitted By justnique
Words 775
Pages 4
Monique N. Reddick
Goals and Objectives
HSM/240
Sunday October 26, 2014

GLAAD, the nation’s lesbian gay, bisexual and transgender (LGBT) media advocacy organization, was founded in 1985 (GLAAD, 2014). In 1985, in response to the New York Post’s disgusting, defamatory HIV/AIDS coverage, GLAAD was formed (Gay & Lesbian Alliance Against Defamation) to put pressure on media organizations to end homophobic reporting. Along with fair media coverage, GLAAD also works around the world to ensure fair treatment of all lesbians’ gays, bisexuals and transgender couples. One of the biggest nonprofit organizations to advocate for the LGBT community mission states: GLAAD rewrites the script for LGBT equality. As a dynamic media force, GLAAD tackles tough issues to shape the narrative and provoke dialogue that leads to cultural change. GLAAD protects all that has been accomplished and creates a world where everyone can live the life they love (GLAAD, 2014). Within every agency there is a mission statement that defines the agency bigger picture goals and objectives are a small part of the mission and follow a strategic plan called a performance measure.

Goal is defined as an intermediate result to be achieved by a certain time as part of the grand plan. GLAAD goals is to promote awareness with the one of their programs, Where Are We on TV Act. Five major sectors of GLAAD strategic planning guide are: awareness, support, senior volunteers, programs, and results. Each sector provides a clear goal because it’s realistic and attainable for example, in the support sector the goal states; “to develop a diversified, dynamic and integrated development plan that maximizes the full opportunities of planned, corporate and individual giving, special events and grants. Working to maximize resources in today’s trying economic times, GLAAD will identify new fundraising opportunities in order to support and increase our programmatic work” (GLAAD, 2014). The goal is very challenging, but realistic due to their realization of fundraising opportunities in tough economic times. Goals have numerous features that differentiate form objectives such as: goals are derived from objectives, offer a standard for measuring performance, are expressed in concrete terms, and are time-sensitive and work oriented (Pandala, 2014).

Objectives represent an agency’s or organization commitment to achieve specified results in a specified period, of time. Objectives states the quantity and quality of services to be achieved, the time period, and the person(s) who is responsible for the achievement of the objective (Pandala, 2014). GLAAD main objective is to: optimize growth and assure they meet the full potential of media advocacy and anti-defamation mission as the cultural influence expands. In recent years GLAAD has been involved with major networks to ensure the growth of LGBT’s characters in television. Recently, there has been a slight hump with LGBT’s characters. According to, Where Are We on TV article, (GOUTTEBROZE, 2014) major network, FOX showed the best improvement as far as, showing LGBT’s characters at seven percentage and the lowest is CW’s at zero percentage. The objective is set on a five year trend which one feature of an objective because it is time sensitive. GLAAD objective is precise and states what is to be accomplished by when and should be quantified if possible.

Time sensitive goals and objectives makes an agency work efficiently and helps them prioritize in an effective manner. The goals and objectives of GLAAD are long term, advocating for equality in the media and maximizing resources take time and cannot be accomplished in a few months but a few years, especially with a broad topic. Both the goal and objective of the Where Are We on TV Act are manifested, meaning they’re intended and have a positive effect on society. GLAAD has a long standing history from helping major stars announce their sexuality to ending a ban on gay Boy Scouts. Their commitment to LGBT’s equality in all aspects of media, marriage equality, and fair treatment is a testament of how serious they are about their goals and objectives. Due to the organization’s WAWTV, television now has a variety of LGBT’s characters. Major networks show same-sex couples together, states are recognizing same-sex marriages which is a drastic change from recent years. Nonprofit organizations are for the people who made not have a strong enough voice. GLAAD goals and objectives help the LGBT’s have a voice.

References
GLAAD. (2014). about/history . Retrieved from GLAAD: http://www.glaad.org/about/history
GOUTTEBROZE, M. (2014). GLAAD, Where Are We on TV. Retrieved from GLAAD: http://www.glaad.org/files/GLAAD-2014-WWAT.pdf
Pandala, S. (2014). Vision Mission Objectives Goals. Retrieved from http://www.slideshare.net/jyothimonc/vision-mission-objectives-goals?next_slideshow=1

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