Global public relations superstar John Armato focuses on understanding goals, objectives, strategies, and tactics, their roles, differences, and how to recognize one when you see it and write one when you need it. What is a strategic plan, and how do you bring it to life?
In 1996, new to the international PR firm FleishmanHillard, and nearly a decade into his career, John Armato realized that if someone asked him to, he wouldn’t be able to look them in the eye and provide an unhesitating definition of “goal,” “objective,” “strategy,” and “tactic.” (Can you?)
So, he went on a quest, reading, observing, and interviewing others. Now, nearly two decades later, John has delivered “Anatomy of a Plan” across the country and internationally for countless colleagues and clients and they have called it “… the single best presentation on plan writing that I’ve seen in my career” and “… far and away the clearest, most valuable training on strategic plan development that I had ever attended.”
The session has attracted diverse audiences outside of the agency as well, including sales teams at Pinterest, government affairs specialists at AbbVie Pharmaceuticals, advertising students at the University of Oregon, members of the Society for Marketing Professional Services, the Agricultural Relations Council, the communications staff at Washington State University, and countless others.
While AOAP was born in a communications context, the principles are universal and relevant to anyone making a plan to make something happen.
AOAP focuses primarily on understanding goals, objectives, strategies, and tactics, their roles, differences, and how to recognize one when you see it and write one when you need it. In addition, the session will cover:
- What a strategic plan is (and isn’t)
- How to adopt a plan-writing frame of mind
- The importance of delivering a point of view
- Testing for Line-of-Sight
- Tips and tricks learned in the trenches
John calls AOAP “the presentation I wish someone had given me, and the one that experience has.”