Avoiding the tactic trap

Braden McMillan is director of communications at the Business Council of British Columbia. 

“We need a press release!”

It’s a request that those of us in PR and communications hear all too often. If it’s not a press release, it’s “this should be on our website,” or my favorite: “this will go viral on TikTok.”

Whether in a corporate boardroom or on a call with a client, the fast-paced world of PR is rife with big ideas and demands for fast action. Yet, amid these pressures, it’s crucial to remember one thing: It’s strategy that delivers results, not tactics.

Tactics are an essential part of any strategy, but they should never be the sole focus or lead decision-making. Pursuing tactics without a strategy is like throwing spaghetti at a wall and hoping it sticks. It might or might not work, but either way, you’re left with a disconnected mess.

While this might seem obvious in theory, it’s surprisingly easy to forget in practice. Even seasoned communicators can fall into what I call the “tactic trap,” where shiny, novel ideas overshadow strategic thinking.

Let’s be honest: who doesn’t want to jump at the chance to try something new or fire off a quick press release to appease a client? But at the end of the day, is that really what we’re here to do? I’d argue not. Our greatest value lies in the strategic insight we bring to the table. After all, even a baby can throw spaghetti at a wall.

So, how do you avoid the tactic trap? 

The answer lies in one word: Pause.

• Does your client want to showcase a new art collection exclusively on Bluesky? Pause — is that the right platform?
• Does your boss want a 30-second video on the history of brick architecture? Pause — is that the right format?
• Does your aunt want to invite media to her second wedding? Pause — is that something the media wants to attend? Is that something you want to attend? (I guess it depends on who they’re marrying, but probably not.)

Regardless of the ask, taking a pause and referring to your strategy will do wonders in keeping you on track. Ask yourself:

• Does this tactic align with my goals and objectives?
• Does it deliver the right message to my audience at the right time?
• Does this compliment the other tactics in my plan?

If something feels off, then — as Ross Geller famously said — pivot!

Remember your value

You weren’t hired because you know all the tricks in the comms playbook; you were hired because you know which ones to use and when.

When a client, boss, or even an estranged aunt suggests a less-than-ideal tactic, don’t shy away from giving your professional opinion. Explain why a different approach might work better and show how it aligns with your strategy. You might be surprised how often they’ll appreciate the guidance and adapt their plans.

And if you don’t have a strategy?

If you find yourself in the unfortunate position of saying, “But I don’t have a strategy to refer back to,” then it’s time to take another pause — and create one. Good results start with a strong framework. Without it, even the best tactics are no better than spaghetti on a wall.