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October 19, 2009



What about strategic vs. tactic? Are they opposites?


I think there's a difference, though "opposite" isn't necessarily the word I'd use. A strategy is the plan; a tactic is what you're going to do to achieve it. For instance, say a client wants to be known as a thoughleader in its industry. Tactics may include working with the CEO to give speeches at high-profile industry events, hosting salon dinners for industry influencers, and promoting the company's intellectual property.

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Why "Word Wise"?

  • When I started to e-mail out a weekly writing tip to my Chicago colleagues at Edelman in 2002, little did I know how quickly how many people outside my office would start to request it. But word spread, as word is wont to do, and in 2006 the e-mail evolved into this blog. The tips, which are about grammar, usage and style, have a dual purpose – to remind my colleagues in PR of the power of the written word and, more generally, to support and perpetuate clear, concise, creative, honest, lively, stylish, compelling writing everywhere. In 2009 I started to add commentary about and links to stories and other blog posts related to the media, marketing, writing and, sometimes, just interesting stuff. For some reason, I also started Twittering (at SantowDan).