How to set communications objectives

How to set communications objectives

SMART (specific, measurable, achievable, relevant and time-bound) is a poor starting point for setting communications objectives. It distracts people from asking the most important question of all: why are we communicating in the first place? So what does a smarter way of approaching communications objectives look like? A technique borrowed from Toyota may form part of the answer. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit simonbaugh.substack.com [https://simonbaugh.substack.com?utm_medium=podcast&utm_campaign=CTA_1]

How to be a better gossip

Why did humans start to communicate? The obvious answer is: ‘to exchange information’. Yet this may not be why language was so important to our ancestors. And the real reason might tell us something we often forget when communicating today. Thinking about communication as a social act changes our view on what good communication looks like today. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit simonbaugh.substack.com [https://simonbaugh.substack.com?utm_medium=podcast&utm_campaign=CTA_1]

Purpose under pressure

Can a Japanese secret to long life help you live past 100? Probably not. But it might help you to identify what kind of communications roles are going to give you energy, be worth periods of strain and be a good fit for your skills. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit simonbaugh.substack.com [https://simonbaugh.substack.com?utm_medium=podcast&utm_campaign=CTA_1]

The battle for reality

“Germany calling. This is Germany calling.” Throughout the Second World War those words echoed through the static of Britain’s airwaves. The clipped tones of William Joyce, better known as Lord Haw-Haw, were broadcast daily from Nazi Germany with the aim of weakening Allied morale. But in a conflict today, would we spot enemy influence so easily? What do foreign influence operations look like in a world of algorithmic recommendations and AI mediation? And as Europe boosts its defence budgets, should we also be spending more on protecting our information environment? This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit simonbaugh.substack.com [https://simonbaugh.substack.com?utm_medium=podcast&utm_campaign=CTA_1]

The messenger is the message

People are REALLY ANGRY because Gemma Collins appeared in a social media clip for the Department for Education. "Bizarre”, “tone-deaf”, “sickening” and “ridiculous”, said the critics. Communications teams spend a great deal of time asking what they should say. They spend much less time asking who should say it. So what does this row reveal about the importance of the messenger? Is it worth working with content creators? And if so, how can you avoid a backlash? This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit simonbaugh.substack.com [https://simonbaugh.substack.com?utm_medium=podcast&utm_campaign=CTA_1]