August 23, 2011

Four step strategic planning model

In her presentation, Wilma Matthews, the Co-Author of On Deadline: Managing Media Relations, described a four step strategic planning model:

  • Set a goal: the business outcome. What you want your communications to achieve.
  • Establish strategies: The broad approaches you are going to take in order to achieve the goal.
  • Define objectives for each strategy. Objectives are the measurable tasks that will be undertaken in order to realize the strategies.
  • Develop tactics - the tools that will be used in order to achieve the objectives.

Wilma used the example of World War II in order to illustrate the application of these concepts.

  • Goal: Win the war.
  • Strategy: Surround Germany to choke off the resources that fueled its military force.
  • Objective: Invade France. This is measurable. You’ll know if you’ve succeeded and to what degree.
  • Tactics: What will you use to do this? e.g. ships, planes, soldiers, etc.

In summary:

  • Goals = the broad outcomes
  • Strategies = the approaches you will take
  • Objectives = the measurable steps to achieve the strategies
  • Tactics = the tools you will use


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