STRATEGY involves the “big picture” – the overall plan, how the campaign will achieve organizational goals and objectives. It involves deciding who the important publics are and which of them will be the recipients of your messages (i.e., “target audiences”).
Strategic planning determines how the organization will be positioned; how important publics will learn about the organization and how it can help them. It will also create a reason why the audience should believe and support the organization, and it will help develop a consistent message and focus for the organization to uphold.
Each strategy must be considered on its own merits, and must be a viable option to be judged on its own strengths – one that definitely will solve the problem. Any approaches that will not solve the problem independently should be eliminated. If a combination of approaches can solve the problem, consider the combination as a strategic alternative.
TACTICS are activities specifically created and selected to reach specific and measurable objectives. Tactics are the actual ways in which the strategies are executed... such as sending out a news release... to targets that key audiences actually are exposed to. Tactics include:
- ACTION EVENTS: Non-written tactics such as special events, demonstrations, exhibits, parades, community contributions (manpower, talent, advice, money) and other non-verbal activities.
- COMMUNICATIONS TACTICS: Verbal tactics (oral and written) that use words or pictures. These include newsletters, flyers, news releases, brochures, direct mail, advertising, themes, slogans, the Web, social media and other initiatives that use words and language as their basis.
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