Think Big! How to Set Bold Communications Goals That Deliver Results

It’s a lesson we all learn early on: set clear objectives, revisit them regularly, monitor progress, measure outcomes, and evaluate your performance.

We understand the intrinsic importance of setting clear objectives; they guide our planning, shape our decisions, and anchor our strategies. Objectives are a cornerstone of the communication profession and one of the ways we demonstrate our impact and earn our seat at the table. Grounded in a deep understanding of our audience, they align closely with our organization’s vision and mission, ensuring our work drives meaningful results.

Yet it’s worth taking some time to go back to basics. Whether you’re just starting your career in communications or are a seasoned professional, it can be worth stopping to challenge conventional wisdom and explore new approaches.

Understanding the Lay of the Land: Goal Frameworks

Many of us started our careers with the SMART goals framework (specific, measurable, achievable, relevant, and time-bound). Then some explored CLEAR goals (concise, measurable, elaborate, attainable, relevant), which are more responsive; or key performance indicators (KPIs), which focus on metrics but may have only made up part of the bigger picture.

These approaches tend to lead to tactical, rather than strategic, objectives. They lend themselves more toward outputs and initial reactions rather than driving outcomes and real-world impact, like audience sentiment shifts or behavioral changes. While measurement is critical, an overreliance on quantifiable metrics can jump us straight into delivery.

When we first sit down and envision what success looks like, what frameworks inspire and uplift? What enables big thinking? We need the opportunity to look up and out to the horizon before focusing on the practical next steps. We need a shared vision.

Many people and organizations have already turned their minds to this. From V2MOM (vision, values, methods, obstacles, and measures), to OKRs (objectives and key results) and Design Thinking, BHAG (big hairy audacious goal) and Impact Mapping, there are frameworks that can help us picture what a better world looks like. Then we can work through how strategic communication supports this vision.

Learning From the Frameworks

First, we need to base ourselves within our organization’s purpose. This grounding enables us to focus on our why, which guides every decision from thereon.

This perspective shifts our focus away from merely outputs or sales and directs our attention to what really matters, our core reason for being. What are you trying to achieve? Staying true to your organization’s vision and values is essential to defining clear, meaningful communication objectives.

When defining your objectives, remember that no one is an island. Another lesson from these frameworks is the importance of collaboration. It’s easy to assume that others’ schedules or priorities won’t allow time for involvement, but making space to engage diverse stakeholders in ideation and goal setting is essential. This not only helps mitigate risks that may emerge later, but ensures a broader, more informed understanding across the team.

Perhaps sometimes we avoid collaboration to avoid complexity. When setting our objectives, these frameworks tell us to make room for complexity. We often — if not always — work in multifaceted environments that require in-depth knowledge and understanding. Collaboration will help you open your eyes to opportunities and the obstacles that you need to be aware of.

When defining our objectives, we need to clearly define what success looks like while remaining flexible enough to adapt and evolve. Objectives should be responsive to changing landscapes, shifts in public perception, and emerging community trends.

Last, but not least, a key takeaway from these frameworks is to go bold. Set your sights high and define long-term, ambitious, and daring objectives that can drive the organization’s vision. Stretch your potential and break ground. Our role as communication professionals is not just to set communication objectives to support our organizations initiatives, but to also help define and inform our organization’s objectives, vision, and initiatives in the first place.

An Action Plan: Communicators Must Integrate Into the Business

Our unique knowledge and skill set mean that we are fundamental to organizational success. As an essential function, we should ensure our objectives are framed strategically and integrated into decision-making. Communication professionals should no longer be relegated to standalone communication functions. We are well positioned to articulate our strengths, weaknesses, threats, and opportunities as we look out to the horizon, considering our current environment, emerging prospects, and future ventures.

So, what can you do?

• Co-create organizational and communication objectives with leadership teams to ensure alignment and influence.
• Understand what matters to the organization and convey your impact on key factors like risk management, employee engagement, and public trust.
• Use storytelling to demonstrate the strategic value of communication, showcasing case studies where communication has mitigated crises, enhanced reputation, or driven policy changes.

Defining organizational objectives with colleagues will always be a discussion. Others may prioritize financial goals over long-term reputation management without immediately appreciating the direct link between them. The trick is to be open and be prepared.

• Engage stakeholders early to understand their views on broader organizational needs and priorities.
• Frame communication in terms of risk management, demonstrating how clear, strategic communication prevents crises and strengthens brand equity.
• Leverage internal champions, working with key stakeholders to advocate for communication within leadership teams.

We need to demonstrate our focus on organizational innovation and productivity. By embracing these frameworks for setting our objectives and nurturing successful professional relationships, communication professionals can foster an environment that appreciates and actively seeks our advice and input. As we navigate the complexities of modern communication, returning to the basics can often lead to the greatest advancements.