When creating business goals, whether it is small or large it is so important to strategize. That can best be done by working backwards! I read Chris Brogan’s blog, “Work Backward from the Goal,” and gained so much knowledge about how I can be proactive when planning my goals; this blog also taught me about different work ethics.
When working backwards from your goal it’s important to write everything out, this can be done on a calendar or excel spreadsheet, etc. Brogan uses the example of fitness trainer Jacq whose major fitness competition is 8 weeks away. Jacq has a goal weight she wants to reach for the major fitness competition and has laid out exactly how she is going to do that. For example: what workouts she will do on what day, what she will eat, how often she will weigh herself. This example highly relates to that of a business model. Say you need to generate 1 million dollars in revenue over the next year. That means you have to generate $84,000 revenue a month. This is easier said than done though. Brogan states some of the questions you need to ask to actually reach your goal: “What are you doing to hit that number? What are you pricing out your products and services to be to hit that goal? How are you finding ways to deliver that much value to your community at large?”
Goals aren’t linear:
So your goal is the outcome you want to receive, but how you get to that outcome is key. “Yes, the process and method become important, but only if they’re the winning process.” There a probably various ways you could generate revenue in 12 months, but which way is going to help you create the most revenue is a short time frame? You have to keep this in mind: If your strategy isn’t working, change it. Don’t stick to a strategy that’s not going to get you to your overall goal. “If one road is closed, you don’t just go home. You try some other way.”
Build Your Plans Around Outcomes and Goals
When creating plans it’s important to stick to a strategy that will allow you to reach your goal. It can be difficult sometimes to get off track. For instance, if I had a business, and my goal was to increase the number of followers I have on Instagram. I should not attempt to do that on my twitter and Facebook page as well. By doing this, it could very much take away from what you’re posting on Instagram. You could become so involved with posts on Facebook and Twitter you are not giving 100% to your Instagram account. Sometimes it’s necessary to deviate away from an original strategy, but remember to stay focused and know what your ultimate goal is. Baby steps- complete smaller goals to get to the larger ones.
In the article, Setting goals and objectives makes you PR planning more effective, by Kim Harrison, the author states that planning ahead helps you know what resources you are going to need. This will most definitely help minimize costs which are very important for PR practitioners especially when they have a smaller budget. Planning also, “Helps to improve communication between the participants, and it creates measurable results.” When you are able to have a set goal in mind you can better help your consumers. One of the biggest myths for PR jobs is that it is not possible to measure your overall performance and measure if you stayed within budget or not. This is untrue,
“These days you can prove the value of your PR work by setting and achieving measurable objectives for your activities.” It’s so important to make sure that each of your PR goals is measureable. This will help build credibility and show clients whether or not you met the goal, stayed within budget, etc.
It’s also important to focus on different objectives: Output and impact objectives. The output objectives is what that communicator produces and the impact objectives are the effects the PR activity on target audiences and stakeholders. Impact objectives are regarded into three different groups: informational, attitudinal and behavioral. What information are you sharing with consumers? What is idea that you are trying to get across about a product? What is the overall action you want the consumer to take?
In Forbes magazine Molly Cain explains that goals are used in our day-to-day lives. Eg: you wake up, you make it a goal to get dressed, brush your teeth, etc. The bigger goals that we set are usually set because we want to be better versions of ourselves. This goes for PR as well. A business makes goals because there is always room for improvement.
One of the tips that Cain pointed out was to break it up: “Many people abandon goals because they’re just too dang big. If you’ve done this to yourself, stop now. Change your game plan.” If you set a major goal it may seem to intimidating. That’s why it’s necessary to make smaller goals to reach the ultimate goal, so you won’t get overwhelmed.
Another tip is to set a date. Put the date on your calendar. “If you put a stake in the ground and impose a date on yourself, you’re much more likely to reach it.” If you don’t put an ending date on a specific goal you will be less likely to accomplish it. When you set a date on a calendar it provides a visual of how long you have beforehand to get other tasks done.
This leads into tip #3: Be realistic. Deep down, we all know which goals are too big to accomplish and which goals are tangible. “Simple but true…you’re more likely to reach goals that you realistically set for yourself.” By setting goals that are too large you’re only setting yourself up for failure. Okay, so you want to create $300 revenue a week. How will you do this? Are you going to make advertisements? Post more interesting content on SNS? If generating $300 in revenue hasn’t been working for the past 12 weeks, maybe you should try to reach $250 in revenue. Tweak your goals if it’s not working out.
And the last tip is to commit to yourself. “There’s only one person in this goal-setting process that matters. You. You’re the one who has to put the hours in at the gym. You’re the one who needs to stay late at the office to finish that task for your boss so you can score the promotion.” Scary, but true: it’s all on you. It is the easiest thing to give, but speaking from experience, whenever I feel like giving up the best things happen. I was so disappointed when the St. Rose baseball games got cancelled. For my sports journalism class I needed to cover a story. I later found out about a bowling league. The manager at the bowling alley didn’t tell me much information, so it was really frustrating and I was about to resort to handing in my paper late, but I went to the bowling center to find out what the league was all about. There was a blind bowling league playing! It made for a great article and I didn’t have to receive a lower grade because I handed it in on time. As tired as I was, as drained as I was, I kept chugging through, and now my article will run in the paper. It’s great when you see your hard work pay off.
Brogan, Chris. “Work Backwards From the Goal.” Web log post. Chrisbrogan.com. N.p., 13 Feb. 2014. Web. 22 Mar. 2014.
Cain, Molly. “6 Ways To Achieve Any Goal.” Forbes. Forbes Magazine, 14 Mar. 2013. Web. 24 Mar. 2014.
Harrison, Kim. “Setting Goals and Objectives Makes Your PR Planning More Effective.” Cuttingedgepr.com. Century Consulting Group, n.d. Web. 24 Mar. 2014.