Margaret McGann

Building the strategic communications plan – objectives

In communications and marketing, communications plan, planning, public relations, strategy, writing on April 12, 2010 at 7:33 am

A rock solid communications plan produces rock star results when it is laid out logically with each section building upon the one before.

In my previous post we looked at why we are doing the plan and the context. Now let’s move on to timing, goals and objectives.

What is the time frame for this plan? What are the start and end dates including times?

What are the communications goals? The goal(s) are your organization’s publicly stated priorities  (i.e., “Vancouver will be the greenest city in the world by 2020”) to be achieved and current messaging.

Objectives are specific and measurable short-term targets which should fit in with and help reach your goal(s) if they’re successful.

Your objectives are a critical component of your communications plan because they answer the question of where you want to go. It’s that old maxim about needing to decide where you want to go before you can figure out how to get there.

The objectives need to establish your desired results and set audience expectations. This is a tall order because you want to make sure you can reach your objectives, fulfill the promise you are making to your targeted audience(s) and help realize your goals.

Your objectives need to be:

  • Specific
  • Clear
  • Measurable

Avoiding vagueness and ambiguity forces you to write objectives with measurable results.

Taking the time to seriously think through the results you want and if you can realistically reach and evaluate them will determine if your plan is rock star quality or not.

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