IT’S NOT THE TACTICIt’s THE STRATEGY                      Bob LeDrew
Bob briefly•   Principal Consultant, Translucid Communications•   Journalism, PR and social media for nearly 25 years•   Fi...
Today•   It’s not the tactic -- it’s the strategy•   Why strategies fail•   When there is no strategy•   Developing a stra...
What is strategy?•   The direction and scope of an organisation over the long-    term•   Alternative chosen to make happe...
What is it really?!Bob’s (borrowed) definition:An idea designed toempower people
Idea designed toempower people                         Designed - Idea - not a         grabbing out of a  tool, not a     ...
Elements of good strategy•   Concise•   Not comprehensive•   Clear•   Integrated evaluation•   Goals, not tactics
Concise•   20 page strategies are right up there with mission-statement    pamphlets for read counts•   Too often, too man...
NOT comprehensive•   No strategy can cover every eventuality•   Strategies that try to do so will fail
Clarity•   Strategies should follow the same rules as news releases    and other articles.•   The better the writing in th...
Integrated evaluation•   A strategy without a measurement component is a strategy    that can’t succeed•   Measurement doe...
Goals, not tactics•   Starting with the tactic distorts the goals•   Starting with the goals allows you to choose the tact...
My strategies•   Objective - 1 sentence expressing the opportunity you’re    chasing, the negative outcome you’re preventi...
Measurement•   Measure outcomes, not outputs•   Measurement is only useful when it’s USED•   Commit to studying and learni...
Social media opportunity•   Social media can let you measure engagement, not just    views or clicks•   Must-use tools:   ...
Social media challenge•   Backlash•   Inauthenticity•   One-way versus two-way communication•   Trust, engage, share
Case studiesDell - direct2dell, IdeastormCamp OkuttaMaple Leaf foods vs. XL foods
ResourcesStrategy •   http://iabcstore.com/eccommplanning/ •   http://www.casestudiesonline.com/ •   http://www.omafra.gov...
Questions?Bob LeDrewhttp://translucid.ca613.869.2148           /   @bobledrew
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Carleton University Public Relations course

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  • Carleton University Public Relations course

    1. 1. IT’S NOT THE TACTICIt’s THE STRATEGY Bob LeDrew
    2. 2. Bob briefly• Principal Consultant, Translucid Communications• Journalism, PR and social media for nearly 25 years• First PR blogger in Canada (April 2003)• Career Highlights: Writing speeches for national TV audience; contributing to crisis strategy @AlgonquinCollege; teaching @AlgonquinCollege• Passions: language, strategy, measurement
    3. 3. Today• It’s not the tactic -- it’s the strategy• Why strategies fail• When there is no strategy• Developing a strategy that will work• Measuring strategies and tactics
    4. 4. What is strategy?• The direction and scope of an organisation over the long- term• Alternative chosen to make happen a desired future• plan of action designed to achieve a particular goal• an elaborate and systematic plan of action• The means by which objectives are consciously pursued and obtained over time.• Long-term action plan for achieving a goal
    5. 5. What is it really?!Bob’s (borrowed) definition:An idea designed toempower people
    6. 6. Idea designed toempower people Designed - Idea - not a grabbing out of a tool, not a toolbag is not tactic strategizing Empower - to People - Key players give power to don’t buy the strategy + people feel empowered = fail
    7. 7. Elements of good strategy• Concise• Not comprehensive• Clear• Integrated evaluation• Goals, not tactics
    8. 8. Concise• 20 page strategies are right up there with mission-statement pamphlets for read counts• Too often, too many words, too much detail leads to boredom, avoidance, or lack of flexibility
    9. 9. NOT comprehensive• No strategy can cover every eventuality• Strategies that try to do so will fail
    10. 10. Clarity• Strategies should follow the same rules as news releases and other articles.• The better the writing in the strategy, the better the strategy
    11. 11. Integrated evaluation• A strategy without a measurement component is a strategy that can’t succeed• Measurement doesn’t have to be expensive
    12. 12. Goals, not tactics• Starting with the tactic distorts the goals• Starting with the goals allows you to choose the tactics
    13. 13. My strategies• Objective - 1 sentence expressing the opportunity you’re chasing, the negative outcome you’re preventing• Background - 3-4 bullets• Strategy - summary sentence• Tactics - what you’re going to do• Resources - what you’ll need• Evaluation - using methods that relate to the tactics AND the objective (10% of budget)
    14. 14. Measurement• Measure outcomes, not outputs• Measurement is only useful when it’s USED• Commit to studying and learning from measurement
    15. 15. Social media opportunity• Social media can let you measure engagement, not just views or clicks• Must-use tools: • bit.ly or other URL shortener • Google analytics • FB insights • Youtube stats
    16. 16. Social media challenge• Backlash• Inauthenticity• One-way versus two-way communication• Trust, engage, share
    17. 17. Case studiesDell - direct2dell, IdeastormCamp OkuttaMaple Leaf foods vs. XL foods
    18. 18. ResourcesStrategy • http://iabcstore.com/eccommplanning/ • http://www.casestudiesonline.com/ • http://www.omafra.gov.on.ca/english/rural/facts/03-033.htmMeasurement • Http://kdpaine.blogs.com • http://alanchumley.wordpress.com • http://www.mediamiser.com/
    19. 19. Questions?Bob LeDrewhttp://translucid.ca613.869.2148 / @bobledrew

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