Author
Tamara Pevec Barborič
Reviewing this year’s achievements offers an important insight into our progress, successes, or even setbacks. If you set SMART goals, the end of the year is an ideal time to assess the current state, see what you’ve achieved, and identify where pivots or improvements are needed. This is certainly the first step in setting goals for the coming year.
After reviewing the past year, it’s logical to look ahead to the upcoming one. Which areas are important? What are the priorities and goals we aim to achieve, and where should we concentrate our efforts? Set SMART goals, and consider using the OKR methodology, which promotes focus and alignment while ensuring transparency and data-driven tracking.
Taking into account the previous two points, budgeting for the coming year is crucial. Think not only about how much of the budget will be allocated to each campaign or project, but also about training and educational opportunities that would benefit you and your team. Perhaps investing in a particular program or app could enhance your work. Well-planned investments can lay a solid foundation for your team’s success and make it easier to tackle the challenges of the coming year.
At the end of the year, carefully review your communication strategy—is it current and aligned with your business strategy? Have there been any internal or external events that significantly impact your communication approach, to the extent that the strategy may need adjusting? In addition to the communication strategy, don’t forget about your crisis communication plan. Critically assess if there have been any changes in potential risks or in the responsibilities of specific spokespersons in crisis situations.
If you didn’t manage to organize your files and folders on your computer or tidy up cabinets and drawers during the summer lull, the year’s end is a perfect opportunity to do a thorough review and clean-up.
(Self)Reflection, analysis, and planning are important parts of closing out the year, but I also believe this time is a great opportunity for connection. A key part of strategic communication is relationships—with colleagues, business partners, journalists, editors, and other key stakeholders. The term festive season exists for a reason, so use this time for genuine connections that don’t have to (necessarily) center on business discussions. Instead, make these moments an opportunity for sincere human connection.
With adequate preparation, communicators can confidently close out the year, celebrate achievements, and set themselves up for even greater success in the year ahead. Keeping these essential areas in mind will help communicators maximize their impact, maintain valuable relationships, and lay the groundwork for a bright future.
The term 'festive season' exists for a reason, so use this time for genuine connections that don’t have to (necessarily) center on business discussions. Instead, make these moments an opportunity for sincere human connection.