PSA: Objectives, Strategies & Tactics…

There’s a surprising amount of confusion out there about the differences between an objective, a strategy and a tactic. I’m amazed how often I see tactics mixed up with strategies in plans and proposals.

As part of my on boarding process when I started my first PR job back in the early 1990s, they provided a simple but effective way of remembering the differences:

Objective – a description of the end result:

  • I want to go to Ireland for a vacation starting on Monday

Strategy – how the objective will be achieved:

  • I’m going to travel by plane – it’s faster than going by sea

Tactics – specific actions to be taken:

  • Check expedia.com for the best flight prices
  • Book a room in the Shelbourne hotel in Dublin
  • Hire a car for the trip from Avis