Murphy's Law

Tom Murphy

Archive for February 2015

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

Written by Tom Murphy

February 12, 2015 at 8:43 am

Posted in General

About

Disclaimer: In an ideal world the opinions I express on this blog and the associated web pages would represent my own personal views and not those of my current, prior or future employers. Of course we know the world is never that simple and I’ll write on this blog with that in mind :).

About this blog

I started this blog back in March 2002.  The original purpose was to try and capture links and content about PR and marketing from around the web.  Unfortunately these days – and 2,400 posts later – I’m not as prolific a blogger as I used to be.

About Tom Murphy

I am originally from Dublin, Ireland but have lived and worked in Washington state in the United States since March 2009.

A big part of my job is digging into how new social technologies and channels intersect with our traditional marketing tools and techniques. So much has changed since I started working in public relations back in 1992, yet the basic fundamentals of great communications have remained constant.

I’ve had the great fortune to work in a range of great in-house and agency roles working with many of the world’s greatest technology brands such as Corel, Gateway, Intel and Microsoft, as well as a range of successful – and of course unsuccessful – independent start-ups. I’ve had fantastic opportunities to work around Europe, Middle East and Africa, Asia, North America and Latin America – and along the way worked on the full range of PR and marketing communications functions from strategy to message development, media relations programs, crisis communications, company spokesperson, agency management, corporate social responsibility (CSR), product communications, internal communications, analyst relations, investor relations, stakeholder engagement, and marketing communications.

Thankfully, the one constant through my career has been the opportunity to continuously learn, try new things and drive positive change.

On a personal note, I’m married to the long-suffering Sorcha and we have the world’s best son, Cillian and the world’s best daughter, Anna.

If you want to get in contact:

E-mail: tpemurphy -AT- hotmail.com

Mobile: +1-425-614-614-6

Twitter: @tpemurphy

Facebook: http://www.facebook.com/tpemurphy

LinkedIn: http://www.linkedin.com/in/tpemurphy

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Written by Tom Murphy

February 10, 2015 at 8:20 pm

Posted in General