Creativity is at the heart of #communications and #publicrelations functions. But to earn support, project ROI and justify budget for goals and objectives, it is important to align plans to the goals of the business. Pros who understand and speak the language of business leaders are the unicorns of the communications world.
In my second article for Ragan Communications and PR Daily in a series on business fluency, I offer best practices on strategic goal setting. These include: working across departments, leveraging the marketing funnel, message mapping for disparate audiences and stakeholders and identifying business priorities.