Which step identifies what the communication is trying to achieve?

Defining objectives is a crucial step in any strategic communication process, particularly in the context of Total Rewards. This step focuses on clarifying the specific outcomes that the communication efforts aim to achieve. By articulating clear and measurable objectives, individuals and organizations can create a guiding framework that informs the direction of all subsequent communication activities. This ensures that messaging is not arbitrary but aligned with the overarching goals of the organization, whether that's enhancing employee understanding of benefits, improving engagement with compensation structures, or fostering a culture of transparency.

When objectives are well-defined, it enables the development of targeted messages that resonate with the intended audience, making the communication more effective. Objectives also help in measuring the success of the communication strategy later on, providing a benchmark against which outcomes can be evaluated. Overall, this step is foundational, as it sets the stage for a structured and purposeful communication process that ultimately supports the organization's total rewards strategy.