Business vs. communications: how to create meaningful objectives

5 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.

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:

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.

Post A Comment

The Communicatto team delivers and then some.
Mike Regimbal - National Director, Operation Lifesaver

Communicatto is the best thing since sliced bread. My next cat’s name will either be Doug or Kelly. Seriously though, you guys do so much for OL. You have taken our not-for-profit to the next level and it was a joy to work with you. I feel like you have our best interest at heart. What an amazing team you have!
Maryse Betournay - Senior Administrative Assistant, Operation Lifesaver

I would not hesitate to recommend Communicatto’s services, as Doug and his team are fabulous. We have used them to orchestrate social media seminars for our global communications team in addition to helping build out our social media platforms here at the corporate office.
Krista Muhr - Vice President, Investor Relations & Corporate Communications, Eldorado Gold

Communicatto did a great job at scaling their services to suit our needs, we had limited social media savvy, but bringing everyone up to speed was a great help. Our social media branding increased markedly and we have been able to maintain this level thanks to Communicatto.
Rob Henderson - President & CEO, BioTalent Canada

Communicatto helped us address an immediate need for persona-based content to kick start a new demand generation program. Our writing team was knowledgeable, professional, easy to work with and provided quality copy that we were able to use right away. I’m looking forward to working with them again!
Laurie Smith - VP Strategic Communications, Media & Audience Relations, CNW Group

Doug showed wonderful patience and understanding in working with me to build my web page and other important marketing material.
Lonnie Rodgers - Realtor, C.I.R. Realty

Communicatto took the time to learn all about us by actively listening, defining our strengths and weaknesses, and then developing a tailored strategy we can understand and act on in order to effectively communicate with our key stakeholders. The digital world is overwhelming but Communicatto is helping us navigate it with confidence.
Shannon Lyons - Communications Manager, Alberta Cattle Feeders' Association

Great experience. Communicatto delivered a detailed service and was extremely easy to work with.
Communications Advisor, Health Care

Communicatto is exceptional in the business world. It has the expertise to deliver exceptional service to meet and anticipate your business needs. What you don’t know can cost you – Communicatto has your back.
Manager, Utility

Having a Twitter or Instagram account doesn’t qualify you as a digital marketer. What I like about the team at Communicatto, is that they understand the importance of the marketing plan and are as well versed in traditional marketing methods as they are in digital channels. They bring the power of an integrated marketing mix to the table and as technologies move at warp speed, they add value by staying on top of the new tools on the horizon.
Marketing Communications Manager, Recruitment