Business vs. communications: how to create meaningful objectives

05 Sep 2017 Business vs. communications: how to create meaningful objectives

This post is part of our ‘Make hay while the sun shines’ series – a guide for using summer downtime to clean up your digital strategy.

Communications professionals often turn to digital media to help them get the word out about their businesses. But if digital communications aren’t driving business objectives, that effort might be for nothing.

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Many companies and associations have business objectives that fall within the following categories:

  • Increase ROI/sales
  • Make a political impact
  • Promote research and innovation
  • Create awareness around specific issues and opportunities within industry

Below, we’ll show you how to translate common business objectives to the communications world.

Take a closer look at how business and communications objectives compare:

communications objectives


For more on target audiences, check out our handy guide.

Here’s what you need to know about social media and political positioning.

Take a look at our post on digital reputation management.

Lindey Sudo
Lindey Sudo

Writer and Golden Girls enthusiast Lindey Sudo travels the continent in search of great stories. As a graduate of the Vancouver Film School’s Writing Program, she has spent time brainstorming in writers’ rooms, networking in Los Angeles and captivating audiences on Canada’s Smartest Person in Toronto (as an audience member). Lindey’s all-consuming love for the written word has led to her latest endeavour: content creation. When not glued to her word processor, Lindey enjoys playing guitar, skiing, attempting aerial yoga and Rolling Up The Rim To Win.

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