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Public Relations Strategies and Tactics | The Difference Between the Two
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'Strategies' and 'tactics' are terms that are often used interchangeably, but they are two very different things. One is the way in which a competitive advantage is (attempted to be) gained, and the other is the competitive advantage. That makes the two things related in the sense that they are both part of the public relations planning process. A strategy is what will set your company apart or help your company or client to reach a goal and objective. For each strategy, there are tactics needed to accomplish that strategy.

Let's start with some definitions:

Strategy: noun a : a careful plan or method : a clever stratagem b : the art of devising or employing plans or stratagems toward a goal. (Source)

Tactic: noun a device for accomplishing an end. (Source)

Those definitions help to show the differences between the two. One is the strategy or the art of creating a plan, while the other is the means with which that plan is executed.

When creating a PR plan, there are essential components (which can be found in the previous post) that include strategies and tactics. Having these components gives the plan a better chance of success and makes the plan more relevant and tailored for the company or client when these strategies and tactics are based on the company's overall business objectives. To help ensure that success companies should create strategies corresponding with the company's and PR plan's objectives as well as tactics tailored for the intended/targeted audiences and media.

While strategies and tactics seem to be the same thing, they are not. Know that one requires the other, and vice versa. To take action and implement a tactic without knowing why wouldn't be very helpful, and to create a strategy without acting upon it would be somewhat pointless.