Beginning the Journey
5. Strategy, Being Strategic, and Strategic Planning Unpacked
5Strategy, Being Strategic, and Strategic Planning Unpacked Read this chapter with an open mind. Do your best to suspend your preconceived ideas about strategy so that you are able to add breadth and depth to your understanding of it. Do not think about being strategic or engaging in strategic planning until our strategy discussion comes to a close. Do not equate being stra- tegic with planning and strategy with a plan. Strategy and strategic are more than that. If you go directly to strategic planning before exploring the ideas behind strategy and strategic you will limit your understanding. This chapter is written to take you on a robust exploration of what public relations strategy can mean or be. We then address what it means to be strategic. And, finally, we conclude with a discussion of what strategic planning itself can mean for and to you. Defining Strategy The word strategy comes from the Greek word strategos, which refers to a commander’s or general’s role in warfare. The Punic Carthaginian Hannibal is often referred to as the father of strategy. He was known as Rome’s greatest enemy. Following his military prowess, the word strategos “later came to mean ‘the art of the general,’ comprising the skills necessary to undertake that role.”1 While long a historical concept, public relations scholar Daniel Moss2 argues that the applica- tion of the strategy concept to business did not occur until the twentieth century. 96 | Strategic Planning for Public Relations: Beginning the Journey It...
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