Why SMART Goals Make Me Cringe (And Why I Still Set Them Anyway)
SMART goals make me cringe.
There. I said it.
But please hear me out—I’m not anti-goal.
Goals are essential for performance reviews, strategic planning, and growing a business. And I love a good strategy session. Nothing lights me up like whiteboarding a vision into motion.
But my experience with SMART goals? Confusing. Frustrating. Sometimes so nebulous, they border on meaningless—the complete antithesis of what SMART goals are supposed to be. (Ironic, right?)
So lately, I’ve been rethinking goal-setting—especially in PR. I’d love to hear your perspective, too. Do you set SMART goals? Why or why not? And do you have any wisdom for those of us who sometimes come up a bit mystified by the process?
It’s mid-year. September’s “second New Year” is just around the corner. (Raise your hand if you love cracking open a fresh planner on September 1 like it’s sacred.) So I’m revisiting goals—with more grace, more experience, and more flexibility.
So, What Is a SMART Goal?
Let’s start with the basics. SMART is a goal-setting framework first introduced in 1981 by George T. Doran in Management Review. The acronym stands for:
Specific
Measurable
Achievable (originally “Assignable”)
Realistic
Time-bound
It’s widely used across industries—project management, employee reviews, personal development—you name it.
So why does it still feel so...off, especially in PR?
Why Do We Even Need SMART Goals?
You’ve heard it: “You can’t manage what you can’t measure.” That’s valid.
Business leaders and boards want proof. Managers want accountability. PR pros need clarity.
In theory, SMART goals help us stay focused and accountable. In practice, especially in PR, they can feel like trying to put a ruler to the wind.
We’re not just selling products. We’re changing minds, shaping narratives, influencing conversations, and calming storms. PR outcomes aren’t always quantifiable. Our success often lives in the gray areas—trust, reputation, sentiment.
SMART Goals for PR
Let’s say your client launches a new line of baby monitors. Your goal? Reach moms in their 30s.
Here’s how SMART might apply—if we tailor it to reality.
S – Specific
Define your audience and message.
“Create a campaign to promote Brand X’s baby monitors by reaching one million moms via influencers and placements in three parenting publications with 200K+ reach.”
M – Measurable
Track actual numbers—media hits, impressions, sales lift.
“Record baseline sales and media mentions, aiming for a 15% sales increase and five new media placements during the campaign.”
A – Achievable
Check internal readiness.
“Vet influencers. Confirm inventory. Ensure fulfillment capacity aligns with projected growth.”
R – Realistic
Budget, time, and staffing must match the vision.
“Pitch 10 targeted media outlets and secure three stories within 90 days, allocating paid media support as needed.”
T – Time-bound
Deadlines add urgency and help track progress.
“Launch campaign September 15. Track KPIs weekly. Wrap campaign by December 15.”
But What If You Miss the Goal?
This is where things get tricky. Are SMART goals a pass/fail test? Or are there levels of progress?
In PR—and in life—things happen that are out of your control. A client loses funding. A personal emergency changes your availability. The market shifts. Leadership changes. The story pivots.
The better question might be:
Is SMART always the right framework?
Sometimes, yes. Other times, it just doesn’t account for the messiness of real life or the unpredictability of public opinion.
PR is Like Brisket (Stay With Me…)
If I were to compare PR to a dish, it would be brisket.
It’s a low and slow process. You don’t build trust in a day. You don’t fix a reputation with one statement. You don’t grow a brand with one viral post.
You test, build, burn, and rebuild. You put out fires and stay on message. You pivot. You stay ready.
Some of the most influential business thinkers reinforce this slower, iterative approach to growth:
Jim Collins, in Good to Great, calls it the Flywheel Effect: small wins build momentum over time.
Simon Sinek urges us to play the infinite game—where long-term impact beats short-term wins.
James Clear, in Atomic Habits, champions progress over perfection and systems over goals.
They aren’t obsessed with checking boxes. They’re focused on building sustainable momentum.
Strategy Over Structure
SMART goals can work—when used with intention and flexibility. But they’re not a one-size-fits-all solution. Especially in public relations.
If the goal feels forced, irrelevant, or arbitrary, it probably is.
Instead, center your efforts on strategy. Set direction. Measure what matters. Allow room to adapt.
Because in this field, it’s not about checking off boxes—it’s about building something meaningful, memorable, and lasting.
Link to Resources:
Jim Collins: https://www.jimcollins.com
Simon Sinek: https://simonsinek.com
James Clear: https://jamesclear.com
