During my career, I've worked with hundreds of businesses. Most often, a business will approach me with the hope that we can go straight to a tactic - such as - pitching a story to the media, or developing a special event web page. The challenge is that without conducting some planning first, and knowing who we are targeting and why, it can be hard to have success in a campaign. 

While, if asked, I will go straight to tactics and campaign development, it is a best practice and recommended, that we conduct some strategic planning first; and to include research before jumping right into tactical implementation. 

With kind regard, 

Jennifer Ferrero, APR