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Turn the focus from tactical to strategic for better value

01 Jun, 2020 Annual communication plans, Communication campaigns, PR management, PR planning, strategy, budgeting, Proving PR value

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:

How you can turn the focus to strategic

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About Kim Harrison – author, editor and content curator

Kim Harrison, Founder and Principal of Cutting Edge PR, loves sharing actionable ideas and information about professional communication and business management. He has wide experience as a corporate affairs manager, consultant, author, lecturer, and CEO of a non-profit organization. Kim is a Fellow and former national board member of the Public Relations Institute of Australia, and he ran his State’s professional development program for 7 years, helping many practitioners to strengthen their communication skills. People from 115 countries benefit from the practical knowledge shared in his monthly newsletter and in his books available from

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