The Bread and Butter

Congratulations! You have officially survived the research portion of your campaign. Take time give yourself a pat on the back; surviving that level of sleep deprivation is no easy feat. But now that you have survived the research, the real work starts- campaigns and tactics.

Strategies and tactics center on action but they will not be successful without proper understanding of what the client is facing. As a team it is imperative that you understand the meaning and implications of your research. If you have a limited understanding of research, your strategies will reflect that and as a team you will not accurately address the client’s problems.

From understanding you can create action that is effective, valid and supported by through research. This action can change the way a client is perceived, understood and interacted with.

Beyond understanding, strategy and tactics required creativity. Playing it safe and staying within the boundaries isn’t going to win a campaign. Not taking chances is never in the best interest of the client, it’s lazy. To me personally, this is where real creativity really comes into PR. Creativity belongs in all aspects but those who bring it to strategies and tactics usually excel.

As you face the great fear that is strategies and tactics, take a breath. If you are well prepared you can do this. Don’t let the fact that strategies and campaigns are overwhelming scare you off. Believe in yourself and trust your gut.