What exactly is a strategic plan? For many, it is simply a long-range operating plan. For others, it is the development of comprehensive conceptual and operational plans and strategies. You might engage in strategic planning for any of the following projects: developing new or supplementary editorial products, remaining ahead of the competition, targeting a new market segment, and repositioning an existing publication.

Essential Elements

There are five essential elements of any strategic plan:

1. Objectives

2. Goals (and milestones)

3. Strategies

4. Tactics

5. Controls

Effective Leadership

Through effective leadership, you can chart the correct course for your organization and guide your publication’s journey along that path. A strong leader should:

—Create a strong, clear vision.

—Communicate that vision passionately.

—Empower people.

—Create new organizational structures and procedures.

Change

Strategic planning often results in making changes in your organization’s day-to-day work routines and patterns. No matter how effective you are as a leader, you are bound to run into resistance to organizational change. Employees may fear these changes for any number of reasons, and it is important to deal with their feelings and concerns. Often giving them opportunities to express their concerns and to express your understanding and concern is an important step.

Despite the temporary discomfort associated with change, it is dangerous to remain static, particularly during this tumultuous time in publishing. If your publishing company becomes too vested in the past, it will also be uncompetitive in the future.

For more information about this topic, read our special report: Strategic Planning.