Dr. Alan Caldwell explores the fascinating intersection of communication, leadership, and artificial intelligence. Discover how AI is transforming communication strategies, influencing leadership styles, and shaping the future of organizations.

A goal without a plan is just a wish…

2020 will go down as one of the most challenging years we collectively experienced. Despite the tough year, like many of you, I am optimistic for the upcoming new year and hopeful for 2021. As the year ends, many of us are working on the tradition of New Year’s resolutions and goals. I offer a new lens for determining what you plan to accomplish in 2021.  Instead of setting resolutions, take a page out of the business world, and develop quarterly SMART objectives.  SMART stands for Specific, Measurable, Achievable, Realistic, and Time-Bound for those of you who may not be aware.  After completing my MBA, I pulled back from goals and focused on SMART objectives, and it transformed my life.  Goals are good, and I believe in them. Still, they are too general and often have no real action plan. Frequently New Year’s goals are abandoned before the end of the month. SMART objectives force more accountability and increase your focus.

Let me use one of the most common resolutions every year; many will say, "this year, I will lose weight."  This is a great goal, but what does that really mean? The statement does not hold you accountable. Instead, transform this into a SMART objective.  Here is a personal story, pre-COVID I was too heavy; I was 215lbs.  I decided to take action. I set a target weight of 190 lbs in six months.  That was the goal, but I created SMART objectives to drive my accountability.  The objectives are the specifics that accomplish the goal.  For example, here was my first objective, "I will run 15 miles every week from April 1 - April 30.” As you can see, it is specific, I can measure it, very attainable, it's realistic and time-bound; and yes, I achieved my target and actually ended up at 188lbs.

When I teach my communication students or do my job at work, I focus on SMART, which helps me deliver more value to an organization. I admit it's tedious and a challenging process, but it increased my ability to get things accomplished.  As you look toward 2021 and begin to prepare those New Year's resolutions, make a paradigm shift, develop SMART objectives to optimize your success.

Regardless of the situation, SMART objectives create the roadmap to accomplish your goals.  Have a great New Year and Happy SMART objective creating.

I am often asked what is Public Relations, I could recite the traditional corporate mumbo jumbo and talk about brand reputation, stakeholder management, media relations or driving value with strategic communications which are all correct. However, at the heart of public relations is one thing, PEOPLE. Public Relations is people relations. If you don’t understand how to connect authentically with people, you are not going to be successful in developing and implementing a public relations plan.

If you do not understand how to exercise empathy, you will not build authentic relationships with your target audience. This does not mean you change who you are or try to be something that you are not as a brand, but it is important that your engagements with your target audience are built in a way that create basic human respect as the foundation of your communications.

Your audience are more than consumers; they are real people dealing with everyday life. If you humanize your audience and imagine real faces in your planning process it develops engagements that are naturally authentic and respectful of your target audience. It is never just about the needs of your brand. Reverse your thought process and try to stand in the shoes of your audience so that your perspective resonates and speaks to them on a deeper personal level.