Twelve drummers drumming (beliefs and aims in PR)

On the twelfth day of Christmas, my true love gave to meeeee, twelve drummers drumming! (is it just me or are the gifts getting louder and louder?) Anyway, this symbolises the twelve points of doctrine in the Apostle’s Creed.

Yes, believe me, I really don’t have a clue where I’m going to go with this one…

I suppose we could look at it from a stand point where the definition of creed is: a set of beliefs or aims which guide someone’s action.

In PR, there are many sets of beliefs and aims which guide PR professionals actions within their work in the industry. The set which many PR’s abide by are the CIPR’s toolkits and best practice guides. but what are the benefits of abiding by sets of rules, beliefs or aims?

Have a clearer focus – properly thought out and stated goals clearly set out your intentions and desires; the things you really want to achieve.

Develop an optimum use of resources – There are never enough resources to do everything so setting goals can help you to prioritise. Place your resources behind what you really want to do, rather than on things you are doing by default or deflection.



Effective use of time – Of course time is a resource, but it deserves a special mention because it is so important. As the saying goes: “if you want to improve how you manage time – stop doing what doesn’t need to be done.”


Get peace of mind – too often you can have many things on your mind. Writing down your goals can help you take all of those ideas, apply perspective and prioritise, then galvanize you into commitment and action.


Clarity to decision making – knowing what you are trying to do means that you can now ask: “does this activity get me closer to my goal?”


Easier measurement of what you do – setting goals, especially SMART goals, allows you to measure how well and effectively you are moving towards achieving them.


More freedom of thought – setting goals can help you to release your creative energies so you can focus on how to achieve them. You’ll start to look for ways to make it happen.


Easier communication with others – setting goals enables you to clarify with other people what you are trying to do, and therefore what they need to do to contribute or support.




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