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 particularly true if you are interested in evaluation — because without strong objectives, evaluating performance is impossible.

Setting objectives carefully and precisely is deceptively difficult work – it can take hours of revision, tweaking, consulting and editing. We’ve put together some resources on how to create powerful objectives that are designed to be in alignment with your organization’s goals and priorities – you can get started by checking out this free Results Map podcast on The Power of Objectives.