Shift from a Tactical to a Strategic Approach

By: Guest | February 13, 2012 | 

Today’s guest video is by Deirdre Breakenridge

There is a great deal of discussion lately about redefining public relations. The shift in communication has changed the way we do our jobs.

In fact, it has expanded our roles and is an exciting time for those of us who are able to adapt.

The funny thing is, we still hear about organizations rushing to Twitter and Facebook and waiting for the Field of Dreams – they’ve built it; now everyone will come.

Without a real strategy, most social media efforts fizzle, and CEOs and business owners can justifiably say, “Social media is for the kids. It’s a waste of time.”

If you’re reading this, you’re not one of those people. More than likely, however, you work in an organization and are challenged with educating your colleagues and your executives.

To earn your seat at the strategic table, you should be thinking about resolving the issues that keep your CEO up at night.

The conversation shifts away from tweeting, obtaining Twitter followers, and deploying Facebook contests.

Instead, you’ll focus on social media policy and governance, training, reputation management, integration, and tracking and measuring.

Deirdre Breakenridge, CEO of Pure Communications provides some tips in this video to spearhead the shift of your organization’s efforts from a tactical approach to a PR and social media strategic approach.

On Thursday, February 23rd, Deirdre will spend an hour  in the next Spin Sucks Pro webinar delving into each of the eight practices she has outlined.

The cost is $50 and you can register here to attend live or receive the video on-demand.

You also can subscribe for $50 per month, which means you can attend the webinar, download the video, have access to our past webinars, download eBooks, and check out brand new content on inbound marketing.

The choice is yours.

Deirdre Breakenridge is chief executive officer at Pure Performance Communications and has counseled senior level executives at companies including Empire Today, Hershey’s, JVC, Kraft, the Public Relations Society of America, and the World Bank.

  • ginidietrich

    I, for one, want to tell you how gorgeous your eyes are! I know, I know. There is real meat to your video, but that’s the first thing I said to Lisa when I watched it the first time. Gorgeous!

  • One question that made me curious: in this context, is “tactical” another word for “reactional?”

  • Yay Deidre! Great post but I’m focused on two things. This webinar, and the fact that somehow I missed until just now that I can subscribe to all these cool webinars for $50 a month – that’s awesome. Do I get access to past content too, Gini?

  • sean mcginnis