Goal setting for the communications professional

It is not a secret that success in the fast-paced world of communications means being ahead of the game. Goal setting and measuring your public relations and marketing performance is a great way to do just that. 

Writing down specific targets and the metrics needed to measure success as you go about completing the different tasks required of you as a communications professional is a key element of goal-setting. This management technique is especially useful at an agency where you are striving to cater to the unique needs and expectations of your diverse clients. 

To give you a head start on goal-setting, we have come up with a list of objectives we like to use as guiding lights that ensure we are headed in the right direction. 


This is a big one. As a communications professional at an agency, you don multiple hats and adopt the diverse voices that come with them. It is important that your words capture and communicate the essence of your client’s brand in the right tone. Although strengthening your writing skills is an ongoing process that you may not actively focus on, setting it as a goal allows you to keep track of and regularly review how far your writing has come. 

A great way to do this is by getting into the habit of reading the comments and edits your supervisor has suggested to your latest draft. This helps you develop the practice of noticing the mistakes you make regularly while incorporating valuable feedback into your writing. Writing is not a perfect science. There is always room for improvement, whether you are a junior coordinator or senior executive. 

Time Management. 

If you often feel like there are not enough working hours in a day to complete the perpetually pending items on your to-do list, perhaps it is time to take a step back and reevaluate your time management skills. It might sound cliche but time is money when it comes to working at an agency. 

Keeping track of the time you spend on multiple projects for different clients is important not just to keep yourself accountable but to provide your organization with a sense of what to charge your clients for your services. There are many resourceful platforms and websites out there that can help you organize your time in a way that is most productive and beneficial to you. A smart goal to have is to adopt practices that best utilize your time without compromising the quality of your work. 


Speaking of resources, an important aspect of goal-setting is keeping track of all the different platforms your agency uses. Whether it is a website tracking media coverage, your task management system, the different social media accounts you manage, or anything else from the multitude of tasks that fall within the portfolio of a communications professional. Organization is key to productivity. These platforms exist to make your work (and life) easier. If you are finding it hard to keep track of what is where, take some time to organize your most used platforms and archive ones you do not need anymore. 

The same goes for the many versions of an article that you are working on. The last thing you want on an already busy day is to lose your latest draft amidst a plethora of incorrectly named documents on the file system your organization uses. As boring as the administrative task of organizing sounds, the result is extremely rewarding! 

Professional Development. 

Chances are that your workplace is going to provide you with ample opportunities for professional development. From networking events and writing workshops to media training and informative seminars, make the most of every opportunity by scheduling it into your work day. Regularly attending and actively participating in professional development opportunities is a great way to enhance your communication and relationship building skills. 

There are countless professional development opportunities online that do not require exclusive membership or associated fees, but chances are that your company may have programs that you can take advantage of. Alternatively, you can always join online communities and groups that focus on developing the skills you are looking for. 

Setting professional development as a concrete goal will enable you to learn and grow beyond what is required of you as a communications professional. 

Ready, set, goal. 

Establishing personal and professional goals gives you something to work toward and measure growth with. However, simply setting goals is counterproductive if you do not follow through with your actions and make conscious efforts to achieve them. It is always helpful to break down ambitious and lofty goals into smaller tasks that are more manageable on an everyday basis. 

When you start setting goals, make sure to enjoy the process and have fun with it! Always remember to check in with your list regularly to revise, update and tick off goals as you go about accomplishing them like the communications pro you are! 

Have great goal-setting ideas that you would like to share? Let us know in the comments!

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