A Better Understanding

While some explain strategy as long-term and tactics as short-term, this simplification can be misleading.

Strategies are abstract, often reflecting an organisation’s mission, long-term vision or overarching objectives. Tactics, on the other hand, are concrete steps – initiatives, projects or campaigns – designed to move the organisation toward strategic goals.

Strategy answers how to achieve a goal, while tactics focus on what actions are needed to achieve the goal.

A strategy is static; tactics may need fine-tuning.

In an evolving public affairs environment, organisations often need to pivot their approach in response to changing circumstances – whether it’s a sudden shift in public opinion, a new regulatory proposal or a crisis.

Case Studies: Navigating Change

Consider an organisation seeking to influence a significant regulatory change in its industry.

The strategy might focus on shaping public opinion and securing government support. This could be a long-term objective where the strategy involves defining the broader landscape, identifying key stakeholders and setting a course.

Tactically, the organisation might engage in a series of communications activities such as media outreach, social media campaigns and meetings and correspondence with officials. It could also involve leveraging industry coalitions or conducting stakeholder briefings to present the organisation’s position clearly.

Without a strategy, the organisation would be sending out press releases, conducting meetings or planning events without a sound understanding of their purpose. These actions would lack cohesion.

Conversely, without tactics, the strategy would remain an unfulfilled vision—there would be no practical mechanisms to bring it to life.

As part of a strategy to build a good reputation, an expanding business may want to position itself as a consumer champion and credible commentator in its sector.

The tactics could involve media training to prepare leaders, making them available for interviews, or speeches to give expert comment on their sector, and/or using multiple channels to share publicly what achievements the business has made in are as such as sustainability, technical advancement, local investment and partnerships. Compelling storytelling would be another essential tactic in this case.

York Park Group’s Approach

Our tailored approach to public affairs ensures that strategy and tactics are aligned. We combine strategic thinking with agile execution to help clients navigate challenges.

We work closely with clients to understand the nuances of their industries, and identify opportunities for positioning and advocacy.