Chapter 9 – Communication: The Tactics of PR September 22, 2008
Posted by sgdavis6439 in Reading Notes.Tags: channels, common qualities, six main factors, tactics
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- Tactics are the actions that we devise and undertake to influence relationships with publics. Tactics allow for our true values and knowledge of a public’s values to be demonstrated, and make up the communication phase of the PR process.
- Tactics are sometimes more easily identified as channels. Three main varieties of channels, including both the traditional and nontraditional, exist: special events, controlled media, and uncontrolled media.
- Successful PR tactics have the following common qualities:
- Part of a written, approved PR plan that incorporates the value-based mission
- Target one public at a time
- Based on research about the intended public’s values, interests, and preferred communication channels
- Sends a clear message that targets a public’s values and interests while it strives to reach its objective
- Is specific
- Evaluated as they are performed and after they are executed
- Communication begins when the tactic is executed. Six main factors are incorporated into execution:
- Delegation
- Deadlines
- Quality Control
- Communication within the team
- Communication with clients and supervisors
- Constant evaluation
