Once you have determined your vision for your effort, identifying a “greatest accomplishment” and goals and objectives should be next.
The “greatest accomplishment” section is short. It could be one line or even one word. What is the single most important communication achievement that your organization or project can achieve?
An example would be for a business or industry is to have changed a particular conversation in its marketplace or introduce a new idea. But name the change or idea. Don’t let it remain nebulous.
If you are successful, what will have occurred very specifically? Make it achievable, but also hard. Contrary to popular belief, “hard” can be quite motivating for a team if they are given sufficient resources and structure. Identify a “holy grail” moment for your team and you will have incentivized the game.
Next, identify at least three goals and objectives.
We define goals as things you reach. They are milestones such as audience numbers, a specific partnership formalized or specific media attention. Again, how will you know you are successful? Where are you now and where do you want to be? How will you know you’ve “arrived?”
Objectives are things you create, such as introducing a new conversation that takes hold in the public discourse or a certain status for your organization. What will be different if you are successful? How will your organization, your industry, a certain audience or your team be changed?
One note: We realize some people have differing definitions of goals and objectives. But these work for us and our programs. As long as your team is on the same page, you’re golden.