Week 10 - Chapter 7 - Tactics

1. I think the key points to remember from this week's readings were...
Tactics-Introduction
Every tactic must relate directly back to its defined purpose: achieving the strategic outcome. There is a huge range of tactics that can be used by a PR organisation including publicity, newsletters, direct mail, advertising, corporate publications, functions, speaking opportunities, internet sites, information kits, media relations, brochures, competitions, videos, lobbying, meetings and competitions. It is a complex environment in which the choice of tactics must be made. PR professionals must be aware of operating in a world in which high level regulation, lawsuits, watchdogs, and corporate governance influence the choice of tactics, their content and how the tactics are implemented.
Controlled vs. Uncontrolled Communication
Controlled Tactics: those which the PR practitioner can maintain control over every aspect of the process, eg- advertising, annual reports, brochures, posters, direct mail and advertorial.
Uncontrolled Tactics: can be altered or even blocked completely, eg- media relations- where the decision to use the material in its original or altered form lies solely with a news gatekeeper. Another example is a public meeting.
The practitioner needs to choose a balance between the two types of tactics to ensure the desired message is actually communicated to the audience.
Methods of Delivery
The chosen method of an item of communication to the recipient plays a critical role in determining its impact and effectiveness. The most commonly used methods of delivery are mail, faxes, news distribution agencies, email, CD-ROMS, couriers, videos, video conferencing, personal delivery and websites.
New Technology and Message Delivery: The internet provides greater access to an organisation’s broader activities, with the benefit of instant access at a time convenient to the user to information on organisations, their activities, philosophies, products and services. It is used together with other communication vehicles in order to provide further, more detailed information. As well as a benefit, the internet can also be the PR practitioner’s worst nightmare. One of the greatest mistakes made on websites is posting information that does not suit the medium. The greatest advances benefiting the PR profession have come with the development of technology that drives a range of already existing tactics.
Tactic Selection
Research
Media Relations: complex tactic, if news generated is of high interest media can provide an ideal and cost effective vehicle, however if minimal interest trying to attract coverage may be counter-productive and may even damage the reputation of the practitioner with the media.
Printed Materials: Brochures, Leaflets and Flyers: used in tandem with other tactics. The suitability of the message to the medium is a consideration when selecting the correct printed material. Other considerations are: Paper sizes- DL publications are standard envelope size, A5 publications are larger, A4 publications and A3 publications (less common).
Colours & embossing- Single colour publications are much cheaper, however two colour publications are a more cost effective option as they are more visually appealing, have more impact and allow greater flexibility than single colour publications. Three, four and five colour publications allow the greatest flexibility, and embossing and gold or silver foiling add status.
Paper stock- Range from matt to semi gloss and gloss stocks, specifically chosen to match the message being portrayed.
Binding- The choice of binding depends on the size and use of a document. The three most common types are saddle stitching, burst bound or perfect bound, and wiro binding.
Annual Reports: Record the highlights and challenges experienced by an organisation, including financial details. There are two sections: the editorial (‘marketing’) copy and the financial and statutory obligations section. The role of the PR practitioner in annual report production varies greatly. One may serve a design and editing role, or may produce it from the ground up.
Newsletters: Provide ongoing communication, usually aimed at building long term rapport with a target audience. Facilitate two way communication through competitions, feedback or opinion polls. There are two types- vertical: distributed only within an - organisation, and horizontal- aimed at readers with a narrowly defined common interest.
Direct Mail: More personalised communication. Has lost ground to the Internet.
Design and production: bringing it all together: Should have uniformity in all documents produced by an organisation. Maintain consistency through:
- Colours
- Typeface and size
- Dot points
- Layouts
- Photographs
- Style of writing and overall graphic design layout
- Grammar
- Icons and graphic design features
It’s advisable for PR practitioners to undertake regular audits of all communication vehicles.
Other tactics that are used by PR practitioners are speeches, videos, DVDs, CD-ROMs, photography, presentations, celebrities and well-known spokespeople, events, community meetings, advertising, community service announcements and sponsorship. All of these have different guidelines to be followed in order to be used effectively.

2. The readings made me think more about public relations theory/practice in that …

This chapter has broadened by knowledge about the different tactics that can be used in a PR campaign. It is not only important to realise the considerations and issues for each one but also the target audience that it is suited to. There is no point using a tactic if it does not address the needs of the target group. In such cases, the tactics are simply ignored. It is always a good idea to choose a theme at the beginning of the campaign and design all the tactics so they support and represent that theme. Consistency is absolutely vital, not only in brand or company recognition, but also in order for the tactics to be successful.