Unclear on execs’ business objectives? Set your own, and start measuring

You can’t benchmark your campaigns’ effectiveness against thin air, and if internal bosses or external clients offer fuzzy goals—or none at all—identify sensible, relevant mileposts for yourself.

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PR pros can’t get clear business objectives from their clients and bosses, and if they do, leadership isn’t always clear about how they expect communications to contribute to those business goals.

That’s one of the biggest complaints I hear from agencies, as well as a surprisingly large number of in-house communications professionals.

If that’s the case in your organization, my advice would be to make up your own business goals, present them to leaders (or the client), and tell him/her that unless you hear otherwise in the next few days, this is what you’ll be measuring against.

That may seem daunting, but it’s easier that you think if you follow these rules:

A company’s culture and its mission constitute an evergreen set of values that supersede and outlast strategic plans, annual KPIs, quarterly goals and all the other drivers of corporate dashboards. Its mission is the organization’s reason and purpose for existing.

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