Last updated on Jul 17, 2024

Here's how you can set realistic deadlines in strategic communications.

In the fast-paced world of strategic communications, setting realistic deadlines is crucial to ensure your message is crafted and delivered effectively. Deadlines drive action and focus, but when they are unrealistic, they can lead to stress, burnout, and subpar results. By understanding the scope of your project and the resources at your disposal, you can establish timelines that are ambitious yet achievable. Remember, strategic communications isn't just about disseminating information; it's about doing so in a way that aligns with your overall strategy and goals.

1 Assess Scope

Start by thoroughly assessing the scope of your communication project. Determine the scale and complexity of the tasks involved. Is it a comprehensive campaign requiring multiple deliverables or a single press release? Understanding the full extent of work will guide you in breaking down the project into manageable parts. Each segment can then be evaluated for the time needed to complete it, ensuring you account for research, creation, review, and distribution phases. This initial step is foundational in setting deadlines that are not only realistic but also respectful of the quality and impact of your communications.

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Yaroslav Verinchuk

Public Relations Consultant
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Deadlines should guide, not limit. Setting realistic deadlines in strategic communications is about balance. Begin by understanding the project's scope and assessing resources. Factor in extra time for unexpected delays and involve stakeholders early for input. Monitor progress regularly and adapt flexibly when needed to manage time effectively while ensuring high-quality work. For insights on effective time management, consider reading "Eat That Frog!" by Brian Tracy.

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Mauricio Pavón Lanza

Construyo resultados, con procesos a la medida, en proyectos de comunicación.
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En mi opinión puede resultar muy interesante hacer "ingeniería inversa" a partir de la fecha en que el cliente espera lanzar, o presentar, el producto final de nuestro trabajo. Al observar junto con el cliente la fecha de entrega, seguramente se hará evidente si el plazo es realista o no. Ese es el momento en que, juntos, podrán acordar ajustes o extensiones de los tiempos de entrega. Si no aprovechamos ese momento clave, las demoras lucirán como negligencia y las explicaciones como excusas.

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2 Resource Check

Next, evaluate the resources you have at your disposal. This includes both human resources, such as team members and their skill sets, and material resources, like software or tools needed for execution. Are there enough hands on deck to meet your proposed deadlines? Do your team members have the necessary expertise? Also consider if you'll need to outsource any part of the project, which can affect your timeline. A realistic deadline accounts for the availability and capability of your resources, ensuring that objectives are met without overextending your team's capacity.

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Mauricio Pavón Lanza

Construyo resultados, con procesos a la medida, en proyectos de comunicación.
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Aparte de los recursos humanos, tecnológicos y operativos no podemos pasar por alto el recurso que, en su momento se puede convertir en el más difícil de obtener: La información. Si el cliente no siente suficiente confianza en nosotros como para proveernos toda la información que necesitamos, podemos proponerle firmar un acuerdo de confidencialidad. Por otro lado, si no tomamos en cuenta todo lo que tenemos que investigar, aprender y comprender para poder realizar nuestro trabajo, nos vamos a conseguir un gran problema.

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3 Buffer Time

Incorporate buffer time into your deadlines for unexpected delays or creative blocks. Strategic communications often involve a level of unpredictability—whether it's a last-minute change from a stakeholder or a news event that shifts the media landscape. By building in extra time, you allow for flexibility without compromising the overall timeline. This approach reduces pressure on your team and increases the likelihood that your project will be completed on schedule, even when unforeseen circumstances arise.

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Mauricio Pavón Lanza

Construyo resultados, con procesos a la medida, en proyectos de comunicación.
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En mi experiencia, el tiempo de buffer debe ser nuestra arma secreta. Lo que quiero decir es que si nuestro equipo humano sabe de la existencia de acuerdos para tiempos de buffer, podemos generar exceso de confianza y, al hacerlo, estamos reduciendo a cero un tiempo de "rescate" que nos puede ayudar mucho sin necesidad de tener que disculparnos y/o renegociar con el cliente.

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4 Stakeholder Input

Consult with all stakeholders early in the planning process to align expectations and gather input on the timeline. These stakeholders may include clients, senior management, or partners who have a vested interest in the project's success. Their insights can provide valuable information about potential roadblocks or dependencies that could affect your deadlines. Moreover, involving stakeholders in the scheduling process helps to ensure their buy-in and can prevent last-minute requests that could derail your carefully planned timeline.

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5 Monitor Progress

Once your deadlines are set, actively monitor the progress of your strategic communications project. Regular check-ins with your team can help identify any areas where you're ahead or behind schedule. This ongoing assessment allows you to make adjustments as needed, ensuring that minor setbacks don't evolve into major delays. Effective monitoring not only keeps the project on track but also reinforces accountability and keeps everyone focused on meeting the established deadlines.

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6 Flexibility Counts

Finally, maintain a degree of flexibility with your deadlines. While it's important to strive for adherence to timelines, rigidly sticking to them can sometimes do more harm than good. If a particular aspect of the project requires more time to achieve the desired quality or impact, be willing to reassess and adjust your deadlines accordingly. The goal is to find a balance between maintaining momentum and allowing for the creative process to unfold, ensuring that your strategic communications are both timely and effective.

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Ana Pataki MSc

Helping people make informed decisions about genetic testing | Sales Development Manager for specific genetic tests | Patient Advocate for Rare diseases and pediatric cancer
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I believe that leveraging data analytics to track and measure the impact of communication efforts helps refine strategies and achieve better results over time.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Here's how you can set realistic deadlines in strategic communications.

1

2

3

4

5

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1 Assess Scope

2 Resource Check

3 Buffer Time

4 Stakeholder Input

5 Monitor Progress

6 Flexibility Counts

7 Here’s what else to consider

Strategic Communications

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Here's how you can set realistic deadlines in strategic communications.

1

2

3

4

5

6

7

1 Assess Scope

2 Resource Check

3 Buffer Time

4 Stakeholder Input

5 Monitor Progress

6 Flexibility Counts

7 Here’s what else to consider

Strategic Communications

Rate this article

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