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The Power of Objectives

The first – and perhaps most important task when writing a strategic communications plan is to craft sound objectives. No matter how brilliant your public environment analysis may be, how inspired your audience segmentation is, or how much your messaging sparkles, developing strong communications objectives, rooted in clear corporate objectives is a must. This is […]

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Take Credit Where Credit Is Due

Sometimes it’s hard for communicators to take credit for big picture outcomes such as the number of new members recruited, rate of client satisfaction, revenue, or influence leading to a regulatory change. It’s one thing to say that communications exists to serve overall corporate functioning—but how can responsibility for major organizational successes be directly ascribed […]

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The Communicator as a Sales Person

If you’re a communications pro, I highly recommend Daniel Pink’s To Sell is Human to give you a fresh take on your day to day work. Pink’s thesis is that the nature of our economy and of our information landscape has been fundamentally transformed, and effectively, we’re all in sales now. As communicators and PR professionals, […]

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