Strategizing

Strategizing is the act of planning the best use of resources to reach a specific goal.

It's the articulation of a goal that is achievable based on the budgets you actually have.

Tactics are the specific ideas you implement to reach your strategic goals.

Adding more spots is not a strategy, but you'd never know it listening to most radio stations.

"Higher revenue" is not a strategy.

"Cutting costs" is not a strategy.

"Doing more with less" is not a strategy.

Sadly, for many companies, the latter two are used as tactics to mask the inability to produce value that commands higher revenue.

Every company claims another in their market is responsible for bringing rates down. It may be true, but it's not really the point.

Until you produce content that is heard as more valuable, agencies, ratings services and the most desperate company in each market will set your rates.

The responsibility for creating clearly evident value is yours alone.

And there are hundreds of professionals who know how to do that for you if you'll just hire them, empower them, and get out of their way.