About 2,500 years ago, Chinese military strategist Sun Tzu wrote “The Art of War.” In it, he said, “Strategy without tactics is the slowest route to victory. For example, let’s suppose we have an objective of increasing employee engagement. Do get in touch below. A business strategy is different from a tactic in that different tactics may be deployed as part of a single strategy. We collect, use and protect your data in line with our privacy policy. Communication goals are designed to be measurable but aren't time bound as the schedule for achieving goals is found in the communication plan.Goals need not indicate how they will be achieved but you … Will definitely resonate with senior leaders and colleagues who don’t seem to (want to) get where IC can add value. Communication strategy is a plan to achieve communication objectives. You can also book a free 15-minute call this way. PR strategy and communication strategy are two terms often bandied about by PR and communications practitioners as buzz words to make them sound like they understand the language of the board room or C-suite. Goal –> Measurable Objectives –> Strategic Approach –> Tactics, […] confuse your IC strategy with your tactics. It is very tempting to measure the effectiveness of your role by the number of initiatives you can come up with or are working on. The answer just might lead to other or even better tactics. A tactic is a course of action – one of possibly several – that you will embark on to bring your strategy to fruition. Strategies are your guiding light; tactics are your path. There’s a variety of ways I can support you including training, consultancy and mentoring to boost your skills and confidence. It builds outcome measurement right into the planning process (instead of the easier, but less useful, output measurement)! But how often do the people talking about strategy and tactics really understand what they are talking about? The two have to work in tandem. Tactics without strategy is the noise before defeat.” Tactics and strategy are not at odds with one another—they’re on the same team. Only registerd members can post a comment , Login / Register. Specifically, the survey has shown that line manager communication is poor. Using a strategic narrative – what it is and how to do it Do you know the difference between tactics and strategy? Will they really be helping achieve organisational objectives? You have been asked to work with HR to improve this. Thank you Saskia, did you find that helpful? 125-144. When you have dozens of projects on the go, it’s easy to have no time to step back. These are typically documented as the first step in developing a communication strategy. By ticking this box you are agreeing to our privacy policy. What’s the difference between strategy and tactics? Let’s say our tactic is to deploy an internal social media channel. It is an activity to which you can assign a clear timeline, resources and metrics. In this particular example, the *goal* is to “increase employee engagement.” Since the survey showed the issue is with the line managers, the objective might be: “Improve employee opinions of line manager communication skills by 10% on the next employee survey.” It’s specific, measurable, and you can show whether or not the strategy you’ve selected is working. According to strategy guru Michael Porter, “Competitive strategy is about being different. There are many definitions, but here’s the definition that has always helped me throughout my internal communications career. A communication strategy has four major components: communication goals, target audience, communication plan and channels. For example, one strategy to gain market share would be brand building. Strategy vs. A strategy sets the direction in which you are headed. Tactics are actions, but they are not detailed action steps. Strategic Communications Plans: Strategies vs. You can read her obituary from the Institute of Internal Communication online. She was such a guiding light in the world of IC and I enjoyed collaborating with her on posts like these to help other internal communicators learn. So if you are also looking for the difference between tactics and strategy, this article will help you in understanding the terms. What’s the difference between tactics and strategy? Free internal comms plan guidelines. The first step to being more strategic is to understand the difference a strategy and a tactic. A collection of several related tactics might unveil a broader strategy. Tactic in Business. As Saskia Jones points out on the All Things IC blog, […], […] also very important that you don’t confuse your IC strategy with your tactics. All Things IC Hub address:Saunders House, 52-53 The Mall, Ealing, W5 3TA. Confusion between strategies and tactics is a commonly made communication plan mistake. One tactic might be to deploy an enterprise social media network and another might be to deploy collaboration software that allows employees to post updates about their project-related activities. Your overall objective is therefore to increase employee engagement. Tactics are the specific things you need to do to implement the strategy. Correctly identifying which is which can facilitate the kind of creative thinking that makes good internal communication plans into great internal communication plans. Tactics The SCP contains several components including: goals, objectives, strategy, tactics and metrics. Would you like to work together? Strategy and tactics in strategic communication: Examining their intersection with social media use. By understanding the difference between strategy and tactics, and using them together, you’ll be focused on doing the right things, instead of on doing a lot of things right. This may apply to internal communications, marketing communications and public relations. We’ve gone from ambushing the enemy from behind trees to an assault with night vision goggles, but the element of surprise remains the same. But what are these initiatives designed to achieve, and how are they bringing results for the organisation? Put even more simply, strategies are ideas that drive an outcome and tactics are specific actions taken. The important part of your comment is “integrating.” From my perspective, online communications should be integrated throughout – from your context and environmental scan capturing online activities, to considering online audiences, to including social media outreach in your tactics (I really could have worded that far better, to include other online tactics). Further reading on the All Things IC blog Put even more simply, strategies are ideas that drive an outcome and tactics are specific actions taken. Strategies are overarching methods or broad approaches used to achieve a plan’s objective and goals, and tactics are the particular actions used to implement the strategies. Using a strategic narrative – what it is and how to do it, How to write an internal communication strategy, Internal Communication Strategy: Tips to Create an Effective Strategy for Success, Internal Communication Best Practices for 2019: New Year Resolutions. The usage of the words strategy and tactic in business is also derived from the original military context.