Tactics are public relations action designed to have a particular effecto on an organization’s relationship with a public.
Tactics can be seen as messages and tactics and channels that can be taken are SPECIAL EVENTS, CONTROLLED MEDIA, AND UNCONTROLLED MEDIA.
SPECIAL EVENTS- “actions speak louder than words”. special events weave together the message and the channel. This occurs when organization offers a special deal, etc… that will strengthen its relationship with its public.
Controlled Media- advertising, employee newsletters, speeches, brochures, and websites. We control what is being published, therefore we control our image.
UNCONTROLLED MEDIA- the news media that we cannot control. credibility is heightened with uncontrolled media because the organization is not controling the message.
Successful Tactics:
- part of a written pr plan that is tied to an organization’s mission
- target different publics one at a time
- based on research about a particular public’s values, interests, etc.
- send a clear message
- evaluated as they are performed and after they are executed
Their are different channels that you use for the different publics of each organization. What may be the most successful tactic used with employees may not work for the community groups in the area.
Accomplishing the task involves 6 steps: 1. delegation 2. deadlines 3. quality control 4. communication within the team 5. communication with clients or supervisers 6. constant evaluation.
