Has there ever been a quest that is so crucial to the reputation of professional communicators in proving their value to business? It all starts with you - the objectives you define, how they are aligned with business goals, whether they are measurable, meaningful and can be achieved through commuication or whether success relys heavily on business activities that are outside of the communicator’s control.

After more than a decade of judging awards entries, I have found that one consistent weakness among entrants is their inability to judge whether they are using goals, objectives or tactics to establish meaningful measurement of a communication program. Don’t let that be you.

Here’s a formula you can use. SMART: Specific, Measurable, Achievable, Realistic, Tangible or Timely. Simply stated - if you want to measure the impact of your work, you must first learn how to set objectives and then put mechanisms in place that will will measure your progress against those objectives.

Thoughts, ideas or comments are most welcome!