Part 1: Getting Started
“Strategy”
versus “Tactics”
To establish a
common language throughout your organization, it helps to appreciate
the
difference between “strategy” and “tactics”.
“Strategy”
refers to general umbrella statements of philosophy, beliefs,
character, or values. These statements are
the
guiding principles of an organization, or the Policy by which it
operates –
usually without reference to a specific situation.
“Tactics”, on the other hand, are the specific initiatives
or programs
an organization executes to achieve its goals.
Like a Mission
Statement, once strategy has been identified it rarely changes.
Tactics, however, can and should change
regularly to
reflect changes in operating conditions. Even
highly effective public awareness campaigns may eventually lose their
impact and/or relevance over time. When conditions change, tactics
should change in response.
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