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Plan to have a plan

September 24, 2009



We spend a lot of time counseling our clients on the importance of having a solid plan before execution.  Why is this so important?

  • To make sure all parties involved are reading from the same script
  • To have clear direction on what we are trying to accomplish and how we will get there
  • Most importantly, to make sure we achieve our objectives

Think about it.  When we go on a trip, most of us have a plan.  What would happen if we didn’t?  Well, we might get lost, we might not get the chance to see all the sites we wanted to, all the hotels might be booked and it could end up costing us more time and money than expected. 

When we build a new home, most of us hire an architect to draw up a plan.  What would happen if we didn’t?  Our bathroom might end up in our entry way, one construction worker might be building us a cottage-style bungalow while another is building us a Victorian. 

So, if we would have a plan in these instances – we must have a plan when launching a new PR program or marketing campaign.  Focusing on execution without a plan could cause a lot of problems in efficiency and effectiveness in the long run.  In my experience, campaigns are typically much more successful when you allow for planning.

I’ll leave you with a wonderful quote by the great artist Pablo Picasso:

 “Our goals can only be reached through a vehicle of a plan, in which we must fervently believe, and upon which we must vigorously act. There is no other route to success.”

I’d take this advice – he knew what he was talking about.

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