Many communicators are pressured by managers or clients into doing tasks that have little strategic use – they are just short-term fixes. The person who gives the briefing may not understand much about communication, and they may not understand that communication activities need to support strategic priorities rather than just be one-off product promotions creating low-level results. What’s the point of doing something tactical if it is not creating strategic value for the organization?
What’s more: PR professionals believe a strategic outlook will be important in the future of the profession. In the Annenberg Global Communications Report 2017, survey participants stated that strategic planning will be the most important skill for future growth. This was the first time a survey didn’t show writing as the most important skill of the future. (The survey was international, and the sample size of 875 usable responses enabled various insights to be gained rather than enabling totally definitive conclusions.) The survey results:
You can read the full article in a convenient Kindle collection of 12 top articles on communication campaigns for only $11.99 including tax. Click here to buy.
Annual Communication Plans
COVID-19 has driven change in the PR profession – through the shift to WFH and hybrid work. Communicators have earned
Organizational socialization or onboarding is used in both marketing and staffing processes. When done right, it can help you retain
Knowing how to set PR goals and objectives in the planning of your communication activities is vital because it enables
Join 5,000+ subscribers to our free newsletter, Cutting Edge PR Connections, and get awesome communication tips and articles delivered monthly direct to your inbox. PLUS a $10 voucher to my Amazon paperback books, which normally sell for $19.95 each.
