Revising SMART+IE: A Classroom Activity for Increasing Diversity, Equity, and Inclusion in Communication Campaigns

Abstract

Abstract: Recent changes in society acknowledging voices from marginalized communities and the lack of representation in mainstream media have forced communication professionals to reassess their level of engagement with diversity, equity, and inclusion (DEI) in campaigns. Yet the current objectives guiding strategic communication campaigns fall short of long-term DEI at the start. In this article, we advocate revising the meaning of SMART objectives (to Specific, Measurable, Audience-focused , Realistic, and Time-bound) as well as incorporating Inclusion and Equity ("+IE") to the framework, replacing "SMART" with "SMART+IE" in strategic communication campaigns. We provide an assignment to help students become critical thinkers as they write campaign objectives that fulfill the SMART+IE objective-setting process.