In the dynamic world of business, where every department strives to prove its worth, communication professionals often find themselves in a unique situation. They are given vague objectives like "increase sales" or "improve reputation." While ambitious-sounding, these broad goals fail to reflect the true role strategic communication plays in a company's success. In this article, Kateryna Halichenko, PR Manager at M&P Communications, debunks common myths surrounding communication goals and explains how to set truly clear, measurable objectives that drive business results and PR team satisfaction.