SMART Objectives

I listened to Dr. Terence Flynn speak, and I must say the man is incredible. If you ever get a chance to hear him speak, jump on it.

The case that Dr. Flynn makes is that Public Relations contributes significantly to an organization’s goals. The trick is that you must measure and demonstrate this to management. The key to doing this is setting SMART objectives.

This is to say that they are:

  • Specific
  • Measurable
  • Achievable
  • Realistic
  • Time-bound


This is the language that management speaks. Wouldn’t you, as a communications professional want to be understood?

Did you see Dr. Flynn’s presentation? What did he say that made you go Eureka?

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