Because I have already commented of chapter 7 of the text book which outlined the importance of effective strategising, planning and scheduling, I will focus my blog on chapter 8 which essentially looks at the tactics used in public relations practice. Tactics refer to the methods PR practitioners use to achieve their strategic outcomes. My learning builds upon previous learning about public relations in that before I read the chapter I was unaware that there was such thing as controlled and uncontrolled tactics. Controlled tactics are “those over which the public relations practitioner maintains control over every aspect of the process” (Hudson, 2004). Uncontrolled tactics include advertising, reports, brochures, posters and direct mail. Conversely uncontrolled tactics are those in which practitioners do not remain in total control of the outcome or the message, for example a media release which can be altered or blocked completely.
The dissemination of tactics is also a critical part in the overall success and impact of public relations strategy. Methods of distributions of tactics include mail, faxes, news agencies, email, cd-roms, couriers, videos, personal delivery and websites (Hudson, 2004). However it must be taken into consideration that each method of distribution has both positive and negative aspects. It is important that each practitioner examine which methods will be most effective for their cause.
Some tactics utilised by public relations practitioners include-
· Media relations: this can be a cost- effective way of publicising a product event or service through a mass medium. However it is essential that PR practitioners consider newsworthiness, potential for negativity, and selection of media.
· Printed material: this includes brochures, leaflets and flyers. It is vital that the purpose, layout and design of the document is clearly defined and contributed to the organisations overall strategy.
· Annual reports: legal requirements highlighting the challenges and benefits experienced by organisations.
· Direct mail: personally addressed information targeting a specific location, demographic or income bracket. This method can be considered slow in an electronic age.
· Branding: this includes trademarks and slogans that defines how an organisation is recognised and perceived.
· Events: including functions and fundraisers promote, inform or advertise a certain product, service or renewal within an organisation
· Sponsorship: guaranteed exposure, measurable goals and synergy of sponsored events all need to be considered when undergoing sponsorship as a public relations tactic.
In summary, the key points I learnt from this week's readings were that tactics play an important role in the public relations process. Research and evaluation is vital to ensure practitioner can assess and implement tactics and methods of distributions effectively and efficiently.
3 comments:
Jo,
Your blog gives an excellent outline of different tactics used by PR practicioners as well as their advantages and disadvantages. I too was unaware of the labels "controlled tactics" and "uncontrolled tactics" and your entry explains these terms well.
Jo, I was also unaware of the terms 'controlled' and 'uncontrolled' tactics and what they meant. Reading the information about them however quickly illustrated to me their self explanatory significance and I am now able to easily identify one from the other. Yet, I couldn't really grasp which one creates a greater effect for the purpose of their use. DO you think controlled or uncontrolled tactics would create a better reaction? Or do you think it depends on the situation?
Thanks for your response, I agree. Now we just need the knowledge to be able to differentiate between each tactic and chose which is best for each certain situation. There is a never ending amount of knowledge needed for this profession!
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