Introduction
Activity 1 explores the different levels of strategy within an organization and the essential tools
required for effective public relations practice. Activity 2 focuses on the functions of a public
relations practitioner and the importance of understanding the internal environment in developing a
communication strategy. Finally, Activity 3 discusses strategies for managing resistance to change
within an organization.
Activity 1
1.1 Five Levels of Strategy
Corporate Strategy: This is the highest level of strategy, focusing on the overall direction of the
organization and its competitive advantage. It involves decisions about what businesses the
organization should be in and how to allocate resources across those businesses.
Business Strategy: Business strategy focuses on how a specific business unit or division will compete
within its industry. It involves decisions about how to position the business, differentiate its products
or services, and achieve a sustainable competitive advantage.
Functional Strategy: Functional strategy deals with the specific strategies and tactics employed by
different functional areas within an organization, such as marketing, finance, human resources, and
operations. These strategies are designed to support the overall business strategy.
Operational Strategy: Operational strategy focuses on the day-to-day activities and processes within
an organization. It involves decisions about how to efficiently and effectively carry out the tasks
necessary to achieve the organization's goals.
Individual Strategy: Individual strategy refers to the personal goals and strategies of individuals
within an organization. While not formally defined or planned, individual strategies can significantly
impact the organization's overall success.
1.2 Essential Tools for Public Relations Practitioners
Media Relations: Building and maintaining relationships with journalists and media outlets is
essential for public relations practitioners. This involves issuing press releases, conducting media
interviews, and managing media inquiries.
Crisis Communication: Public relations practitioners must be prepared to handle crises effectively.
This involves developing crisis communication plans, training staff, and managing media relations
during times of crisis.
Activity 1 explores the different levels of strategy within an organization and the essential tools
required for effective public relations practice. Activity 2 focuses on the functions of a public
relations practitioner and the importance of understanding the internal environment in developing a
communication strategy. Finally, Activity 3 discusses strategies for managing resistance to change
within an organization.
Activity 1
1.1 Five Levels of Strategy
Corporate Strategy: This is the highest level of strategy, focusing on the overall direction of the
organization and its competitive advantage. It involves decisions about what businesses the
organization should be in and how to allocate resources across those businesses.
Business Strategy: Business strategy focuses on how a specific business unit or division will compete
within its industry. It involves decisions about how to position the business, differentiate its products
or services, and achieve a sustainable competitive advantage.
Functional Strategy: Functional strategy deals with the specific strategies and tactics employed by
different functional areas within an organization, such as marketing, finance, human resources, and
operations. These strategies are designed to support the overall business strategy.
Operational Strategy: Operational strategy focuses on the day-to-day activities and processes within
an organization. It involves decisions about how to efficiently and effectively carry out the tasks
necessary to achieve the organization's goals.
Individual Strategy: Individual strategy refers to the personal goals and strategies of individuals
within an organization. While not formally defined or planned, individual strategies can significantly
impact the organization's overall success.
1.2 Essential Tools for Public Relations Practitioners
Media Relations: Building and maintaining relationships with journalists and media outlets is
essential for public relations practitioners. This involves issuing press releases, conducting media
interviews, and managing media inquiries.
Crisis Communication: Public relations practitioners must be prepared to handle crises effectively.
This involves developing crisis communication plans, training staff, and managing media relations
during times of crisis.
