Make Sure It Is Achievable

In order to determine whether your communication goals are achievable, you need to:

• Articulate what “achievement” or “success” looks like: What specific metrics are you trying to achieve?
• Consider the factors that could affect whether you can meet those goals. Influencing factors are:
  • External: Audiences, stakeholders, partners, competitors, opponents
  • Internal: Resources, budget, timelines
• Do it Again

ARTICULATE WHAT SUCCESS LOOKS LIKE

WHAT? Each communication objective should have specific measurable metrics of success. Are you trying to get 1,000 emails sent to a legislator? A 10% increase in your Twitter followers? An increase in specific kinds of followers (for instance, key influencers)? To get a new piece of legislation on the agenda?

Each goal should also have a timeline attached to it—by what date do you hope to achieve each goal?

WHY? Specific goals will allow you to determine whether your efforts have been successful or not.

HOW? Consider what measurable outcomes you can expect based on your efforts. Research to see what kind of success others have had with similar efforts. It is likely that your goal will be an educated guess at what it is possible to achieve, and you may need to adjust that goal as you move ahead and learn more. While your initial goals should not be too easy to achieve, remember the saying that it is better to under-promise and over-deliver. Set goals that are, based on your best knowledge, realistic and likely to be achievable.

CONSIDER WHAT FACTORS MIGHT AFFECT, CONSTRAIN OR AMPLIFY YOUR MESSAGES

WHAT? No organisation exists in isolation. Asking yourself what factors might affect your plans is a key step to minimizing the likelihood of barriers and traps along the way.

WHY? Considering these factors in advance will help you to assess what communication challenges and opportunities you may face as you seek to achieve your goals. They may also point you to potential partners who can assist in amplifying your message. And they will indicate whether you have the internal resources and capacity to carry out your plans, or whether you need to develop additional resources and capacity before you attempt your plan.

Assess these factors objectively, and it will help you to avoid setting yourself up for failure by committing to unrealistic goals. While every team should seek to stretch itself to achieve goals, it is never a good idea to set goals that are impossible given your internal resources and external influences.

HOW? Ask yourself the following questions:

EXTERNAL: What are your audiences’ and stakeholders’ existing positions on the issue? What are their expectations of you? What are their likely responses to your messages?

How might your competitors and opponents respond to your efforts? What challenges and opportunities will their responses create for you? Are there potential partners who can assist you in amplifying your message? What steps do you need to take to inform them of your efforts or, in some cases, recruit them to actively partner in amplifying your message?

INTERNAL: Given the timelines, human and financial resources available to you, are your goals feasible? Do you need to secure additional funds to make them achievable? Do you need to scale back your goals to reflect a realistic assessment of your resources?

AND DO IT AGAIN

A communications plan is not a one-time activity. While in the past, such plans were typically created on a five-year cycle, the speed of change in both available platforms and external contexts means that most organisations must live with the challenge of constantly revisiting and revising their communication strategies and plans. As Nigeria’s Media Rights Agenda put it in their report on their communication efforts:

“ The major lesson learnt is that the organisation should have an evolving communication strategy that can be adapted as events unfold and circumstances warrant. Also, the staff capacities/skllls/knowledge related to ICT tools have to be strengthened because they are the key players in ensuring the smooth running of project activities and its respective communication arm. Furthermore, it is essential to set realistic but challenging communication goals.”