To read the full version of this content please select one of the options below:

Rethinking Campaign Management to Include a “SMART + IE” Mindset

Public Relations for Social Responsibility

ISBN: 978-1-80043-168-3, eISBN: 978-1-80043-167-6

Publication date: 10 June 2021

Abstract

Strategists long have advocated for incorporation of SMART objectives into communication campaigns but have failed to consider diversity, equity, and inclusion (DEI) as essential components. While the five elements of specificity, measurement, audience, realism, and time provide direction for the organization's success, non-DEI thinking often leads to unidirectional messaging which harms stakeholders and ultimately, organizations. By adopting SMART + IE objectives, campaign planners can ground the five SMART components with conversations about inclusion and equity so that the organization–public relationship does not become one-sided. Shifting from organization-centric efforts to socially responsible ones not only recognize traditionally marginalized community stakeholders, but it lifts their voices and participation in public relations programming. Incorporating DEI thinking as an organic element of the SMART + IE mindset could result in authentic action for moving public relations practice forward.

Keywords

Citation

Waters, R.D., Chen, Z.F. and Gomez-Barris, L. (2021), "Rethinking Campaign Management to Include a “SMART + IE” Mindset", Pompper, D. (Ed.) Public Relations for Social Responsibility (Communicating Responsible Diversity, Equality, and Inclusion), Emerald Publishing Limited, Bingley, pp. 137-147. https://doi.org/10.1108/978-1-80043-167-620211009

Publisher

:

Emerald Publishing Limited

Copyright © 2021 by Emerald Publishing Limited