Week 10

I think the key points to remember from this weeks readings were..

• Strategy is a plan that allows a public relations practitioner to help ensure that organisational goals and objectives are achieved. This will determine the campaigns that may be necessary and the choice of tactics can then be made. Every tactic must relate directly back to its defined purpose, achieving the strategic outcome.
• Tactics include publicity, newsletters, direct mail, advertising, corporate publications, functions, speaking opportunities, internet sites, information kits, media relations, brochures, competitions, videos, mettings.
• Successful public relations does not necessarily require use of mulitple tactics. Keeping out of te media's spotlight can even be a useful tactic.
• 'culture jamming'- responding negatively to marketing advertisements through defacing public sites (Klein 2000).
• PR professionals need to 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 they are implemented.
• Controlled tactics- the public relations practitioner maintains control over every aspect of the process from message creation to distribution (advertising, annual reports, posters...).
• Uncontrolled tactics- those that can be altered or even blocked completely (media releases, public meetings..).
• Method of delivery- plays a critical role in determining its impact and effectiveness. These include: Mail, Faxes (instantaneous communication), News Distribution Agencies (PR-Net), Email (cost effective), CD-ROMS (info packages), Couriers, Videos, Video-conferencing, Personal delivery (build relationships), Websites (new effective technology-extensive amounts of info).
• Research- a tool for forming and evaluating campaigns. Very important to use this as a tactic always.
• Media relations- outcomes can't be controlled or guaranteed, as the agenda of the media outlet will always be more important. Only if the news generated by the PR practitioner is of high interest, the media can provide an ideal and cost effective vehicle to rapidly reach a mass audience.
• Printed materials (brochures, leaflets & flyers)- persuasive reference document. Graphic design, quality of paper, colour etc needs to be considered. They can be simply thrown out though.
• Annual reports- record the highlights and challenges experienced by an organisation, including financial details. It can be an organisations most critical communication vehicle (it provides an in-depth overview of how the organisation is developing). It is credible and legally required for public companies.
• Newsletters- ongoing communication (two-way). Use of competitions, feedback or opinion polls. A vertical newsletter is distributed within an organisation, from the floor staff to the senior executives. It is an organisational tool. Horizontal publications are aimed at a readership with a narrowly defined common interest. Design & production should be consistant (monitor colours, type face, layout, photos, writing style, grammer, icons).
• Videos/DVDs and CD-ROMs- used in situations where visuals will give the message extra impact, or where it requires movement, sound or a consistant approach. It is expensive but used when personal visits are not practical.
• Photography- use as a visual medium to get a message across. Need to be of a high quality, subject, location and source made known.
• Speeches- used to communicate to a large audience, at formal functions, to make announcements or statements, or to impart knowledge on a particular topic. Need to be short and to the point. Support message with facts, figures, case studies, examples and evidence. It must suit your audience.
• Presentations- allow for multiple communication tactics to be used through the incorporation of visual and other props that add impact to the key messages. They are used where a concept or idea needs to be actively demonstrated or to impart knowledge. (eg. powerpoint).
• Celebrities as spokespeople- Gain attention due to their high public profile. Can be seen as romodels and trustworthy. Your campaign can then gain recognition very quickly. Credibility is important.
• Events- (functions, promotions, tours, briefings etc.) They can be used to attract media attention. Involve personal interaction and facilitate in-depth discussion on a topic. Can leave a lasting impression. Large amount of detailed preparation/ time-consuming and expensive.
• Advertising- is an extremely effective tactic for PR campaigns, very powerful form of controlled communication as it uses persuasive messages, can use brochures, posters etc, to reinforce. TV is considered the most powerful form as it has the ability to leverage emotional triggers through impacting visual images and sound. It can reach a broad audience quickly and prove the cental message by demonstrating it. Can be restricted from 15-60 secs (also radio, mags, billboards).
• Sponsorship- can deliver excellent returns for an organisation. Provide funds/support.

The readings made me think more about public relations theory/practice in that there is no guaranteed correct set of tactics that will ensure successful implementation of a PR campaign. Success relies on the analytical and creative skills of the PR practitioner to consider tactics in the light of a complex range of impacting factors. I have learnt that tactics must relate back to the strategy, they are the link between how it is executed or delivered to target audiences. Need to keep target audiences in mind as well as advantages/disadvantages/ budget etc.