Veronica Mikitka Reed 
As 2025 begins, many PR professionals are finalizing their 2025 communications plans. In an earlier blog post, “5 Steps for Creating A Strategic Communications Plan”, I emphasized a strategic communications plan is an indispensable tool for any organization. It serves as a roadmap for achieving sustained communications success by aligning with overarching business goals and objectives. Today, I will cover best practices for building in adaptability to your plan.
Adapting Your Plan Without Losing Focus
While a well-thought-out plan provides direction, flexibility is essential. Throughout the year, adjustments may be necessary due to shifts in business priorities, logistical changes, or feedback from ongoing evaluations. Keep in mind that these adaptations should continue to support the plan’s foundational goals and objectives.
What should not disrupt your strategy are impulsive tactics that detract from your established objectives. Whether it’s a trendy new idea or pressure from leadership unfamiliar with communications best practices, staying true to your strategy is critical.
Balancing Leadership Requests with Strategic Goals
We’ve all experienced scenarios where a leader enthusiastically proposes an unexpected business announcement via a press release—and wants it done immediately. As communications professionals, it’s our responsibility to guide these discussions while keeping the overarching strategy in mind. Rather than reacting impulsively, it’s essential to:
- Evaluate the new information: gather all relevant details about the announcement.
- Ask key questions: understand the purpose, target audience, and desired outcomes.
- Craft a strategic recommendation: propose a thoughtful approach that aligns with the communications plan. This might involve suggesting alternative timing or methods of delivery, supported by clear reasoning tied to the strategy.
Our role as PR practitioners is not to blindly execute requests but to ensure that every decision supports the broader goals and delivers meaningful results.
Strategy as the Guiding Principle
A strong strategy serves as your guidepost, ensuring that all tactics are intentional and targeted. It’s easy to be distracted by “shiny objects,” whether it’s a trending tactic or an urgent request. However, the most impactful outcomes come from disciplined adherence to the strategy and the thoughtful execution of tactics that align with it.
As you work on and refine your 2025 communications plan, remember that adaptability is important, but strategic consistency is what drives success. By staying focused on your objectives and resisting the pull of reactive decision-making, you’ll ensure that your communications efforts deliver measurable results.
Posted In Public Relations