The document discusses the importance of strategy in marketing and public relations. It recommends aligning goals with business objectives, identifying target customer groups, and creating resonant messages for each audience. Examples of well-known brands with clear positioning are provided, such as Duracell as the long-lasting battery. The document also stresses developing a strategy that communicates messages through appropriate channels and tactics for each audience, and measuring returns on investment.

1. January 19, 2006 eWomenNetwork

2. The Role of Strategy in Marketing/Public Relations

4. Stop yourself! Step back. What do you want to accomplish?