tactics

Johnston and Zawawi state, "There is no guaranteed correct set of tactics that will ensure successful implementation of a PR campaign". There is an extensive range of tactics available for Public Relations practitioners to use, and it is relevant choice and implementation of these that allows success. Tactics are not always as 'dirty' as they sound. The word tactics seems to have devious connotations attached to it, but tactics are merely the way in which a practitioner proceeds with their campaign. When we hear of things such as events or see advertisements they are tactics being used by practitioners to expose us to information.

Case study 8.1in Public Relations, Theory and Practice shows a campaign plan for the ENERGEX community rescue helicopter service. It lists the wide range of tactics they used such as media exposure, branding of stationary, utilisation of human-interest stories, brochures. At the beginning of the campaign plan it shows what the campaign objectives are and its strategy. It is important to base tactics around these aspects. The plan also discusses budget, which is very important. The evaluation states that it was a successful campaign and exceeded objectives.

Tactics can be controlled or uncontrolled. Controlled means that the Public Relations Practitioner has control over all aspects of the tactic and uncontrolled means there is a chance the message could be tampered with or blocked completely. For example direct mail, advertisements and brochures are all controlled tactics while a public meeting is uncontrolled. While controlled tactics seem like the safe option uncontrolled tactics can have more of an effect and be cost effective (assuming they go according to plan). To have more of a chance in succeeding with uncontrolled tactics research of what is happening at the time is essential. A combination of the two is often used.

Tactics are important to help implement plans for camoaigns. A good tactic can really make a difference

References:
Public Relations, Theory and Practice
by J. Johnston and C. Zawawi