Navigating Corporate Communications: Objectives, Strategies & Plans
Objective, strategy and plan are frequently used interchangeably in corporate communications. Specifically, confusion often creep in between strategy and plan. One way to illustrate the difference is by comparing corporate communications to a journey.
CORPORATE COMMUNICATIONSCOMMUNICATIONS STRATEGY
10/6/20261 min read
A problem in corporate communications is the frequent interchangeable use of objective, strategy and plan. In particular, there's often confusion when it comes to the distinction between a strategy and a plan.
One way to understand the difference is by comparing corporate communications to a journey.
The objective is the destination, defined what needs to be achieved, by when and within what budget. The strategy is the path chosen to get there, and just as important, the paths ruled out. The plan is the detail: what happens, in what order and by whom.
Here's an illustration of the distinction between objective, strategy and plan depicted as an easy to understand hypothetical trip from Rome to Stockholm.
Fares S Ghneim
Stratetic Communications & Corporate Affairs
Dubai Media City
Ground Floor, Buiding 8
Dubai, United Arab Emirates
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