Author
Tina Šoln
Lately, it seems like the world is divided into two camps: those who still diligently plan and write down their New Year's resolutions and try to follow them to some extent, and those who refuse to even hear about resolutions, seeing little value in them. Personally, I find myself somewhere in the middle. The overused phrase "New Year's resolutions" annoys me a bit, but I still set a goal or two for the coming year. Most importantly, I choose a mantra to guide me throughout the year.
This blog was inspired by a social media post I recently came across, where the author urged users to “check” whether their resolutions and goals were truly their own. This immediately reminded me of strategic communication. Too often, companies adopt tools just because “everyone else is doing it,” without asking whether these tools truly help them achieve their vision, purpose, and, ultimately, their goals. Reflecting on this, I wondered if there were other parallels between New Year's resolutions and strategic communication. Here are a few that I believe are quite evident:
In both business and personal life, it’s essential to be mindful of the limitations that certain situations bring. When setting goals, we need to be realistic. For instance, while I’d love to travel to space, I know the chances of that happening are slim. However, I can modify the goal – I may not go to space, but I can climb a hill at night to stargaze or invest in a telescope this year.
Goals can be set using the SMART model. They should be Specific, Measurable, Achievable, Relevant, and Time-bound, ensuring clarity and focus.
Example of a SMART goal for strategic communication: "Develop a crisis communication plan for all major scenarios within six months, including key messages, a list of contacts, and a rapid response plan."
Example of a SMART goal for personal growth: "Read four books on personal development in the next three months by dedicating at least five hours to reading each week."
Key takeaway: Always write down your resolutions and goals, whether they’re for the New Year or strategic communication.
Regular (self)reflection or analysis is vital for tracking progress and achieving resolutions and goals. Reflection can sometimes be uncomfortable – for example, if you’ve planned to run 10 kilometers by fall but haven’t started training by June, it reminds you of your mistake and may hurt your ego. However, if viewed as a growth tool, even uncomfortable emotions can become a driving force, pushing you out of your comfort zone to start – better late than never.
This principle applies in both business and personal life. Lately, I’ve changed the way I spend time with friends. I prefer fewer but more meaningful gatherings, like trips or shared activities, rather than quick 30-minute coffee breaks where we barely connect before rushing off.
In strategic communication, the "less is more" principle applies to media coverage. It’s often better to have fewer but more in-depth articles published in outlets that truly reach your target audience than to chase numbers and pay for placements in media that add little value to your brand – apart from inflating the final report.
Mistakes are life’s teachers, and unachieved goals provide valuable lessons. Many give up on their resolutions too quickly – for instance, skipping the gym once and feeling like they’ve already failed. But such setbacks can serve as reminders that the initial goals may have been overly ambitious and need adjusting. Perhaps you overlooked circumstances, fell ill, or simply had a day when you lacked motivation – after all, we’re only human.
Similarly, in strategic communication, initial goals often require adjustments as the business and media landscape constantly evolve. Goals and resolutions should be living tools, ready to be pursued but also adapted when necessary.
What Are Your Resolutions and Goals for 2025? Have you found any other parallels between New Year's resolutions and strategic communication? Share your thoughts on NC3’s LinkedIn profile – we always appreciate feedback and engaging discussions!