Plowman, Kenneth D., Wilson, Christopher (2018). Ed, I think you’re spot-on. You can also book a free 15-minute call this way. Using a strategic narrative – what it is and how to do it 125-144. All Things IC Hub address:Saunders House, 52-53 The Mall, Ealing, W5 3TA. But what are these initiatives designed to achieve, and how are they bringing results for the organisation? By focusing on tactics alone, you might find yourself very busy delivering some great products –but will they be the right ones? Tactics are the actual means used to realize your strategy and are most effective when aligned to the greater strategy. Communication strategy is a plan to achieve communication objectives. Ed, I think you’re spot-on. You could implement a training programme in effective internal communication for all line managers, You could make it compulsory for all line managers to have an objective on internal communication with their teams. First published on the All Things IC blog 15 November 2018. It means deliberately choosing a different set of activities to deliver a unique mix of value.” Strategy is the “what” part of the […] In my Strategic Internal Communication Masterclass I talk about the fact Strategic Internal Communication is typically characterised as being proactive, whereas tactical Internal Communication is being reactive. What is it about the tactic makes is so desirable. Imagine that your latest employee survey has shown that employee engagement has decreased. A business strategy is different from a tactic in that different tactics may be deployed as part of a single strategy. It gives the impression of forward movement. Those tactics might in turn lead us to think of face-to-face information exchanges between employee workgroups. The important part of your comment is “integrating.” From my perspective, online communications should be integrated throughout – from your context and environmental scan capturing online activities, to considering online audiences, to including social media outreach in your tactics (I really could have worded that far better, to include other online tactics). Restating the business objectives ensures alignment on the company's short-term goals and makes it easier to see how the communication objectives fit into the company's strategy. These are typically documented as the first step in developing a communication strategy. Strategy vs. Or visit my shop to see everything I offer. Will they really be helping achieve organisational objectives? You may therefore decide that one of your strategies for raising employee engagement will be to improve line managers’ skills at internal communication. The scope of the strategy is bigger than tactics, in a sense that there can be some tactics in a single strategy. Best differentiation between ‘strategy’ and ‘tactics’ I’ve read! Today I have a guest post by Saskia Jones for you to dispel some myths and provide clarity. Here’s how we define the tactical vs. the strategic: 1. Strategies are your guiding light; tactics are your path. Confusion between strategies and tactics is a commonly made communication plan mistake. Communication goals are designed to be measurable but aren't time bound as the schedule for achieving goals is found in the communication plan.Goals need not indicate how they will be achieved but you … Do you know the difference between tactics and strategy? The important part of your comment is “integrating.” From my perspective, online communications should be integrated throughout – from your context and environmental scan capturing online activities, to considering online audiences, to including social media outreach in your tactics (I really could have worded that far better, to include other online tactics). Saskia is a Communications Consultant and Coach, specialising in internal communications. ‘We need to get all staff on Yammer’; ‘We need a newsletter’; ‘We need a leadership video’. When you have dozens of projects on the go, it’s easy to have no time to step back. You have been asked to work with HR to improve this. There’s a variety of ways I can support you including training, consultancy and mentoring to boost your skills and confidence. Strategy vs. Tactically, there are a number of ways to potentially achieve this, including: These are all initiatives, but what is important is that they are all initiatives with a clearly perceived purpose: What’s wrong with just focusing on tactics? The answer just might lead to other or even better tactics. As Saskia Jones points out on the All Things IC blog, […], […] also very important that you don’t confuse your IC strategy with your tactics. The usage of the words strategy and tactic in business is also derived from the original military context. Your overall objective is therefore to increase employee engagement. She was such a guiding light in the world of IC and I enjoyed collaborating with her on posts like these to help other internal communicators learn. (And they have been for many centuries!) What we find is that organizations do not use these terms correctly, causing some disconnects internally when it comes time to deploy the plan. She  won ‘Internal Communicator of the Year’ at the Institute of Internal Communication Icon Awards 2014. Notify me of follow-up comments by email. 2020 update: I’m devastated to say unfortunately Saskia passed away in January 2020. In this particular example, the *goal* is to “increase employee engagement.” Since the survey showed the issue is with the line managers, the objective might be: “Improve employee opinions of line manager communication skills by 10% on the next employee survey.” It’s specific, measurable, and you can show whether or not the strategy you’ve selected is working. We hate SPAM and promise to keep your email safe. Developing the action plan and timeline is covered in the next section. Goal –> Measurable Objectives –> Strategic Approach –> Tactics, […] confuse your IC strategy with your tactics. By Erica Olsen . Her latest role was Head of Communications Engagement at Oxfam, responsible for brand, strategy and global internal communications. A communication strategy has four major components: communication goals, target audience, communication plan and channels. A tactic is a course of action – one of possibly several – that you will embark on to bring your strategy to fruition. Strategy defines your long-term goals and how you’re planni… The first step to being more strategic is to understand the difference a strategy and a tactic. Further reading on the All Things IC blog There are many definitions, but here’s the definition that has always helped me throughout my internal communications career. You may feel like you have no time to look at the bigger picture under the pressure of so many demands on your time. Tactics are actions, but they are not detailed action steps. It is very tempting to measure the effectiveness of your role by the number of initiatives you can come up with or are working on. Strategic Planning: Strategy vs. By understanding the difference between strategy and tactics, and using them together, you’ll be focused on doing the right things, instead of on doing a lot of things right. For example, let’s suppose we have an objective of increasing employee engagement. By ticking this box you are agreeing to our privacy policy. Strategies vs. 08383648Permission needed to reproduce content. According to strategy guru Michael Porter, “Competitive strategy is about being different. What’s the difference between tactics and strategy? I help practitioners around the globe increase their knowledge of internal communication.