Over-all Strategic Operation

At the conclusion of World War I, one topic of conversation among the British military was a style of planning known as over-all strategic planning (OSO). Winston Churchill, who had not yet been elected Prime Minister, wrote it had been introduced by the United States and, initially, was mocked and not taken seriously. In time, he noted, OSO came to be viewed with respect. This so-called style was applauded for its comprehensive nature, a kind of grand planning requiring a willingness to follow despite any minor setbacks that may occur in its being carried out. It proved to be a key element in the defeat of Germany, Churchill reported.

Comprehensive strategic public relations is not unlike OSO. In such an effort, numerous small steps or tactics are devised and carried out. Each is designed to feed into an all-encompassing strategy. It is important in such a plan that multiple tactics be employed on the chance some do not succeed or meet expectations. Further, those carrying out the tactics must remain loyal to their assignments. While such guidelines seem straightforward, they are not always easily followed given the reality of the inclination of people to improvise, follow their own instincts, and act on their own. For OSO to succeed, discipline and a willingness to trust what has been handed by those on top of the organization is required.

Identifying targeted audiences, establishing accurate budgets, setting complete timelines, and utilizing the skills of trained communicators are among the steps needed in the communication version of OSO. It is interesting that strategic communication has come to mirror military strategizing. And as is the case of OSO, public relations these days represents a rejection of seat-of-the-pants communicating. As is the case of a military operation, effective comunication leaves little room for error.