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WhY MUST I MASTER REPORT WRITINg? 67

Specific Measurable Achievable Realistic Time-bound
• Are objectives • Can each • Considering • Are you being • When do you
clearly objective be other factors realistic given want to achieve
defined and measured in the (e.g., budget) are the resources? the set
comprehensible? evaluation? they achievable? objectives?
Figure 5.4 SMART objectives

Goals and Objectives
Once you’re aware of the problem(s) your organization is facing, you can
then define the goals and objectives of the strategic plan. The goals will
be broad and somewhat aspirational. The objectives are what you intend
to achieve through your strategic plan. Each objective must be SMART,
which is an acronym we define in Figure 5.4.

Identifying Publics
Whom do you want to talk to? The research carried out in the initial
stages of the planning process should have identified each public relevant
to the plan. This is crucial to ensure your key messages are communi-
cated efficiently as possible. The research also should have identified each
public’s current attitude to the situation, allowing you to tailor your key
messages appropriately.

Identifying Stakeholders

Once the publics of this plan have been categorized, it is then important
to identify who the stakeholders are. A stakeholder analysis is not as spe-
cific as identifying publics as it looks at everyone that is involved in the
plan as opposed to only those who need to be communicated to. Pub-
lics can be categorized as a particular type of stakeholder. A stakeholder
analysis may involve the following:

• Employees
• Identified publics
• Suppliers
• Senior executives
• Investors
• Others