How to find effective

Seen this word alot? “Effective.”  Yup, it’s everywhere.  Yet, without some form of measurement with it, “effective” doesn’t mean much.  In thinking about effective as it relates to communication, it’s wise to start at the business goals. From there communications goals can be developed. And, then the all important communication objectives form. Make them SMART — specific, measurable, attainable, realistic and time-based.