What are SMARTER PR objectives?

Let’s get SMARTER about PR

By now, you’ve probably heard about S.M.A.R.T. objectives (Specific, Measurable, Attainable, Realistic, and Timely) and using them for PR. We blogged about SMART objectives and how to be a SMART communications pro frequently.

There’s a movement to add ER to SMART objectives and push for SMARTER objectives, and we love it! 

Two additional criteria to make SMART objectives SMARTER: 

• E (Ethical): The objectives should be ethical and in-line with your company’s code of conduct. It’s important to remind and emphasize this to company employees. Although your company may wish to grow sales, you want to emphasize that honesty remains paramount. Avoid hard-selling or bullying your clients into buying your products. Humans tend to prefer work that aligns with their values.
  
  

• R (Recorded): The objective should be recorded and shared publicly. Writing down your objectives helps you complete them. Document the steps you are taking to achieve it. Experts say you should write down your goals daily. Some even suggest writing them down in the morning and at the end of the day to maximize those results. As the days, weeks, and months progress, this focus will help you achieve it.

SMART objectives are a common practice at our agency... And now we're improving our SMART objectives by adding the E.R., making it and our PR programs SMARTER.

Specific • Measurable • Attainable • Realistic • Timely • Ethical • Recorded 

The idea behind SMART objectives first appeared in a 1968 paper by Dr. Edwin Locke on how appropriate goal setting results in improved performances. It wasn’t until the November 1981 issue of Management Review that SMART objectives first appeared. Its creator, George T. Doran, created SMART objectives to streamline management goal writing. 

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Clients love Jason’s passion, candor and commitment as well as the team he has formed at Axia Public Relations. He's advised some of America’s most admired brands, including American Airlines, Dave & Buster’s, Hilton, HP, Pizza Hut and Verizon. He is an Emmy Award-winning, accredited public relations practitioner, speaker, author and entrepreneur and earned his certification in inbound marketing. He founded the PR firm in July 2002. Learn more about Jason.

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