Writing Goals That Solve the Problem

Article 2 min
Understand the process for establishing a solid, workable goal from a problem statement or an opportunity.

After you complete your research, you are ready to start action planning, and that means writing a goal. Setting a goal can be as nebulous as changing hearts and minds or as specific as increased engagement on social media channels. How you word your goal sets the stage for your objectives, strategies and tactics.

What is a goal?

  • A one-sentence solution that solves the core problem or seizes an opportunity
  • Reframes the problem into a broad, positive statement
  • Relevant to command goals, but specific to communication strategy

What are some terms to avoid when writing your goal?

  • Sell
  • Advertise
  • Generate media coverage
  • Create propaganda/materials
  • Hide/misrepresent
  • Cure
  • Fundraise
  • Maintain (without a specific situational issue that threatens the ability to maintain)

Explore and compare how goals are written for different scenarios you may encounter in the field. No matter the scenario, reframe the problem statement positively and constructively in reference to the command's values.

Discover content by selecting individual tiles, or using the buttons across the top.

SCENARIOS FOR GOAL WRITING

CampaignSocial MediaMissionExerciseCrisis

Campaign

Campaign goals are intended to inform the audience and motivate them to act.

Examples

Problem Statement:

Tensions between U.S. Army and Native Hawaiian groups have escalated

Goal:

Strengthen the relationship between the U.S. Army and Native Hawaiian groups and residents on Oahu and Hawaii Island.

Opportunity Statement:

The Army is celebrating its 245th birthday.

Goal:

Strengthen bonds by focusing on families during the Army's 245th birthday month.

Social Media

Social media increases awareness and engagement using social media platforms.

Examples

Problem Statement:

There is a breakdown in relationships between the on-base and off-base communities.

Goal:

Increase awareness of military engagement in community activities.

Opportunity Statement:

Social media provides more direct reach to your service members.

Goal:

Promote trust with your unit.

Mission

A military mission or operation is a coordinated response to a developing situation.

Examples

Problem Statement:

An outbreak of an infectious but preventable disease is happening in a community surrounding an allied base.

Goal:

Increase awareness of preventative measures.

Opportunity Statement:

Food and supplies are being brought to help the citizens affected by a hurricane.

Goal:

Promote positive relations with the people displaced by the hurricane.

Exercise

An exercise is showing strength and building relationships with allies in both military and humanitarian scenarios.

Examples

Problem Statement:

Thai citizens expressed disapproval of the increased military presence.

Goal:

Educate citizens and soldiers about the military and humanitarian partnership between the U.S. Army and the Thai Royal Marines at Exercise Cobra Gold.

Opportunity Statement:

The Thai population is unaware of how battlefield technologies benefit them.

Goal:

Increase understanding of community benefits.

Crisis

Crisis communication is immediate and imperative.

Examples

Problem Statement:

An active shooter breached the security gate and is on base.

Goal:

Ensure personnel takes the appropriate action during the incident.

Opportunity Statement:

Critical information and instructions are being lost in the normal, daily distribution of news and events. 

Goal:

Put timely information and instructions on critical platforms to ensure receipt.

Discover More You May Like

View All Articles
Staff Sgt. Andres Orozco, 31st Force Support Squadron noncommissioned officer in charge of the Passport Office, enters data while processing a passport request on Aviano Air Base, Italy, Feb. 27, 2020. Orozco is part of a two-person team responsible for processing passports for the 31st Fighter Wing. (U.S. Air Force photo by Tech. Sgt. Tory Cusimano)

How to Perform a Social Media Audit

How To
8 min
Follow these steps to improve your effectiveness on social media by performing an audit.
U.S. Air Force Airman 1st Class Ethan Conde, 42nd Communication Squadron client system technician works on his computer at Maxwell Air Force Base, Alabama, Feb.19, 2025.

Annex F Development

Template
1 min
Use this template to develop an Annex F to provide additional details and guidance for an OPLAN.
Chaplain (Maj.) Kimberly Hall, installation chaplain, talks with a military spouse in her office at the base chapel at Hanscom Air Force Base, Mass., March 8. (U.S. Air Force Photo by Jerry Saslav)

Persona Framework

Template
1 min
Customize this template to capture audience personas that fuel content strategy.
A hand holds a magnifying glass over two people, with one person outside of the magnifying glass.

Gain Audience Insight with Personas

Article
6 min
Explore how personas help promote strategic content creation and improve audience engagement.
Chief of Space Operations Gen. Chance Saltzman hosts a Town Hall meeting in the Pentagon, Arlington, Va., May 23, 2023.

Understanding Your Audience 101

Collection
5 items
These resources help you research and identify certain aspects of your audience for effective communication.
A person holding a megaphone, one reading a newspaper, another using a smartphone and someone looking at a computer.

Relevant Actor Construct

Article
4 min
Learn who relevant actors are and how they impact narratives and information efforts.

View More