The communications landscape is transforming rapidly. In the past five years alone, we’ve seen tremendous innovation in technology and media consumption. Digital media has permanently changed how organizations — including philanthropic foundations, nonprofits and corporate social responsibility teams — communicate. The rise of mobile and other digital technology is forcing organizations in philanthropy to adapt or risk becoming irrelevant.
To make a difference and create a better world, organizations must have a vision of what this change is. Goals are measurable components of that vision. In communications, objectives help make the pieces of the vision a reality.
Why do you need objectives?
Objectives provide a focus for action. Goals and objectives create a common cause to rally all people who share the vision. Without goals and objectives, people and organizations operate in a reactive, crisis mode rather than taking focused, purposeful steps.
Why look at three levels of communications objectives?
There’s still a lot of buzz about setting Big Hairy Audacious Goals (BHAG). While shooting for the stars certainly is exciting and opens the mind to what is possible, it comes with risk. The risk is it’s usually completely separate from reality. Yes, BHAGs are great. But, it’s smart to look at a complete picture through three levels:
Start by mapping out your objectives for the next 12 to 18 months. One smart technique is to establish three sets of objectives:
- Absolute Minimum – No matter what happens — you will get this done.
- Realistic – Based on what you know and your current resources, this is what you can expect to accomplish with an honest effort.
- Blue Sky/BHAG – The best possible outcome you can imagine if everything comes together.
Yes, go ahead and set BHAG. But keep them in the bottom drawer. Get busy working on your realistic goals. Measure, monitor, and take quick corrective action when you’re not hitting your Absolute Minimum objectives.
Your objectives drive your communications and content strategy. If you need help bringing your objectives into focus, let’s talk.
