In the ongoing circular conversation about communications, Joseph Thornley records Shel Holtz's comment to the Inside PR podcast about a presentation made by Wilma Matthews, of Arizone State University..
As described by Shel, Wilma Matthews summed up the difference between goals and objectives, strategies and tactics:
- Set a goal: the business outcome. What you want your communications to achieve.
- Establish strategies: The broad approaches you are going to take in order to achieve the goal.
- Define objectives for each strategy. Objectives are the measurable tasks that will be undertaken in order to realize the strategies.
- Develop tactics - the tools that will be used in order to achieve the objectives.
And to make the concepts even more understandable, she used the Alllies during World War II as an example:
- Goal: Win the war.
- Strategy: Surround Germany to choke off the resources that fueled its military force.
- Objective: Invade France. This is measurable. You’ll know if you’ve succeeded and to what degree.
- Tactics: What will you use to do this? e.g. ships, planes, soldiers, etc.
If you think this primer on terms is wasted effort, you've never been in a meeting where defining the terms takes more time and effort than formulating the plan.
Powered by Qumana