What's Stopping You?: Why Smart People Don't Always Reach Their Potential, and How You Can

The Strategic Bridge

After toying with this conundrum for a while I realized that, even in our PR campaigns, we tend to use the “strategy” section of our Campaign Plan – our key execution document that gives the client confidence regarding our aims for the campaign and the steps we are taking to achieve them – as a chance to summarize the objectives before translating them into relevant tactics and action points. In other words, the strategy bridges the client’s goals and our actual actions – ensuring that our tactics (i.e., the executable action points) are focused on meeting the objectives. And this, to me, is the perfect definition of a strategy.