Like many others, I belong to various discussion boards and groups. One is the Young PR Pros Yahoo! Group. A few years ago, Greg Brooks posted a reply in a thread that I’ve found very helpful. It’s a framework that clarifies and clearly defines words like strategy, goals and tactics — words easily confused.
And words I’ve seen loosely tossed around like buzz phrases.
It’s a framework that has helped me remain focused when I’ve developed or been involved in marketing and communications planning and proposal development.
I’ve found it very helpful — and I hope you find it helpful as well.
- Mission: Reason for being; purpose
- Goal: On-going behavioral target related to the mission.
- Objective: Measurable step supporting the goal. Achieving an objective consumes resources.
- Strategy: The approach chosen to achieve an objective; the set of activities or projects designed to achieve the objective.
- Tactic: An activity or project that supports the strategy.
- Task: A discrete, measurable step that is part of the tactic.
Remember, I said these are simple steps — not easy.
-Mike
