We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.

In the seventh episode of our podcast series on the Value of Tourism, we look at the importance of being realistic in your goals and approach as you plan and implement a campaign. There is usually a lot of passion involved in these types of initiatives, and the people involved sometimes need to be brought down down to earth. Big ideas and high ideals need to be translated into achievable goals. The overall “why” needs to be broken down into smaller “why’s” that can serve as measurable milestones. The overarching strategy must be divided into specific tactics in line with the available budget and other resources. It is very important to get real about what you want to achieve, and the resources and timelines involved.