Phil Gomes was right. There is too much focus on tactics in the business, currently. Consider the over-attention blogging receives as opposed to strategy and integrating social media into larger communication plans. But the lack of strategic focus goes beyond social media. It’s an industry problem, and I’d even go so far to say the problem is deeper than just the communications business (image by Metrognme0).
Strategy is not valued as an independent thing. Instead, we try to teach it as part of a profession, or hope that good mentorship will lead young minds into strategic thinking. This is a mistake. Based on many of the people I have met in this business, based on the extreme value placed on a great strategic thinker in agencies, we have failed.
And it’s a failure on the part of our education system. I can just see agency execs as well as communications and PR professors’ fingers twitching on their keyboards in angst. They believe they are doing the right thing.
Systematically, this is a failure.
Strategy is not part of a profession. It’s a way of thinking.
…just as water retains no constant shape, so in warfare there are no constant conditions – Sun Tzu
When you think strategically, you think about how to get from A to Z. You do not think of tactics like blogs or press releases.
The farmer does not think I like this hoe, we should use it. No, he/she thinks I need to yield an 8 megaton crop of tomatoes. Given that my soil factor is X, the climate is this, and these are the external elements and diseases common in this land, what are the right tools to get there?
Applied to communications: Who are my stakeholders and what compels them (research)? Do we have the ability serve them (can we win)? If so, given my resources, what’s the best way to do that? Which tools should I use, traditional, social or experimental? Is this strategy fluid enough to adapt to changing market situations?
I believe every University education should include a basic course on strategy itself. Every profession can benefit from strategic thinking, not just communications. Books like the Art of War, Musashi’s Book of Five Rings, and Machiavelli’s The Prince (though I detest its lack of morals) contain the fundamentals with which to begin.
In Now Is Gone, we close with a chapter on strategy “Think Liquid.” Liquid or water is a basic strategic philosophy outlined in both The Art of War and The Book of Five Rings. Think Liquid applies this fundamental theory to social media. You can listen to the entire chapter on podcast here.
I remember seeing a conference on “Widget Strategy” and thinking OMG – where the heck are we going!
Nice Post.
TO’B
Agreed. As an educator, strategy is the foundation for every lesson. I did not learn this way at school, lessons learned influenced my curriculum. Strategic thinking is foreign to many students. Turning the tables is uncomfortable at any age.
It is so easy to get caught up in the shiny new tools and features that we forget our purpose.
As a Strategist at an internet marketing firm, I couldn’t agree more. Too often strategy is ignored or brought in late when account teams recognize problems. And like you say, a lot of what are really tactics gets passed off as strategy. Hopefully, efforts like yours will help us to better strategize.
“I believe every University education should include a basic course on strategy itself.”
Politics, Journalism, Comm courses do focus on strategy – now I’d like to see more online strategy inserted into those courses. Most of the online tools I’ve acquired are through work or personal education – we need to communicate with colleges and universities to make sure students are well-equipped to enter the workforce, Internet ready.
Jen: Thank you for commenting. I think that embedding strategy in comms courses represents a failure. Strategy occurs independent of profession. Every profession needs strategy. This is a basic life course, similar to English or Calculus that EVERY University should mandate.
In that sense Asian societies like Japan benefit from understanding that strategy forms a necessity of ALL business. It becomes coded into their very way of life.
I completely agree as well. Sometimes it’s easy to get caught up in the little things…and forget to zoom out and view the larger picture.
Thanks for the reminder. :)
I like this post.
From a PR practice perspective, I think it’s important for students to learn strategy — especially in their social media classes — because experienced practitioners who are familiar with traditional media strategy may not transfer that way of thinking to online approaches.
From my experience, I’ve spoken with professionals with years under their belt whose questions seem very tactic-focused when I explain the basic theory of online communities. Then again, maybe they already understand the strategy…?
“Strategy is not part of a profession. It’s a way of thinking.”
“When you think strategically, you think about how to get from A to Z. You do not think of tactics like blogs or press releases.”
There’s an old Japanese proverb that says, “Vision without action is a daydream. Action without vision is a nightmare.”
I couldn’t agree more that strategy is a way of thinking. I would add that strategy is even more encompassing. It not only has to do with what you think, but what you feel, and what you do.
When I work with organizations, I help them to discover, define & delineate their purpose, vision & mission, then tie that to measurable objectives, strategies & action plans. For a strategic approach to be effective, it must first answer fundamental question. For example:
1. Regarding Purpose (which has to do with HEART, what you FEEL) – Why do you exist as an organization, or why does this segment, function or activity of your organization exist? What is it that you have been put on earth to do, what is your message to the world? What is your passion, or the heart behind what motivates you? What do you feel it is that that really gets you going with contagious excitement and enthusiasm and makes people want to become engaged with you? If you don’t care, why should anyone else?
2. Regarding Vision (which has to do with CLARITY, what you SEE) – Where are you going with your purpose, what’s the best case, ideal end result you are looking for? What do you see that others need to see? What insight, solution to the problems, or vantage point do you have that others could benefit from? How are you leading others toward that vision? If you can’t see where you’re going, why should anyone follow?
3. Regarding Mission (which has to do with ACTION, what you DO) – How do you carry out your purpose practically? What do you do that gets massive results? What action have you taken that practically demonstrates your ability to accomplish great things? If what you do doesn’t work, why should anyone listen to you?
Once this foundation is in place, you can then put measurable objectives in place, adopt specific strategies that tie back to those objectives, and THEN determine what tactical work needs to be done to accomplish the goals, just like the farmer example you gave.
I’ve used this strategic approach in my business and in my personal life with my family. The failure of the educational system to impart this intentional, strategic approach to life is one of the reasons we choose to homeschool our children. Our desire is to raise up competent communicators who can make an impact on their world, according their passions, gifts and callings, and to be intentional about what that impact will be.
Excellent post, Geoff! Way to raise the bar and provoke people to shake off their dullness and sharpen their focus. Let’s hope they’ll take action with a clear understanding of why they’re taking that action in the first place.
Great point, Geoff. It seems many are too focused on the tools, without a solid end in mind. This new era is very exciting(for some) and intimidating(for others) as they have been suddenly presented with a such a diverse landscape of PR tools, all with their own rules, norms and objectives.
“When you think strategically, you think about how to get from A to Z. You do not think of tactics like blogs or press releases.” Geoff, this is so true for our profession. Too many professionals that I know rely on how, but forget (or ignore) the why. Thanks for making us think, even on a Friday!
Michael: When something is new, it is often easier to grasp the concepts of a beachhead rather than thw hwole kitten kaboodle.
Dave: I totally agree on the need to add personal beliefs, etc. to strategy. Great comment.
Terry and Richie: Thanks for driving by!