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
Murphy's Law 