Goals and principles for a more audience-focused 2018

This year will be different: You’ve made resolutions to use new channels, and you’ve committed to finding better ways of telling your story. You’re going to measure everything, and you’ll be bolder than ever before. Sound familiar?

Trying new things and striving for improvement are wonderful resolutions, but they’re also self-centered. If you’re in communications or PR, you work in an audience- and client-focused field. With that in mind, there’s only one New Year’s resolution you should make for 2018:

If you communicate with your audiences’ needs and preferences in mind, you’re well on your way to a successful year. However, it helps to have checkpoints along the way to make sure you’re on track. Here are guidelines and principles to help communicators remain audience-centric in the coming year:

Internal communications