I think the key points to remember from this week's readings is how strategy is the way of thinking and planning, rather than the plans and tactics required.
Strategy in PR identifies goals, aims, and the ways in which tactics and methods are used towards attaining the final aim of the corporate vision.
Key Performance Indicators are crucial in identifying the progress of a campaign or the image of a company.
The readings made me think more regarding the planning that is in regards to PR, where budget, law, impacts, milestones are used to formulate a winning strategy that is congruent with the corporate vision and targets.
Most companies that failed in their PR effort is a result of a failure to identify key goals and targets of the PR campaign, and usually due to a mix up or conflict between the PR and the Corporate targets.
Budgeting and scheduling are very important aspects of strategy as there is a Chinese saying: "With a long road ahead, you must know your horse's strength.
After having a plan, it must fit into the PR budget as it cannot afford to run out of funds, and must be cost effective to the company. Also, to implement the plan, must be done via scheduling as tactics must be employed in the right order, at the appropriate time to achieve maximum impact of a PR campaign.
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2 comments:
"strategy is the way of thinking and planning, rather than the plans and tactics required".
Dear Lester,
I thought your above mentioned comments was deep. I decipher that you mean that strategy is a thinking process and emphasizes on the intellectual capital.
Yeah Jufri,
I think this is mentioned somewhere in the text. I think what it is trying to say is that strategy is more of planning HOW to do something rather than WHAT to do. :)
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