What is meant by 'defining the objectives' in the communication process?

Defining the objectives in the communication process is centered around clarifying what the communication efforts are intended to achieve. This step is crucial because it sets a clear direction for the entire communication strategy. By establishing specific objectives, organizations can determine what they want to accomplish through their messaging, whether that's increasing awareness, changing perceptions, promoting engagement, or driving certain behaviors among the audience.

Objectives act as a guiding framework that informs the content, methods, and channels of communication. When these goals are well-defined, it becomes easier to tailor messages that resonate with the audience and effectively communicate the intended value of total rewards, ultimately leading to a more strategic and impactful engagement process. This clarity also helps in measuring success later on by providing concrete benchmarks against which the results of the campaigns can be assessed.