Chapter 8

I think from this weeks reading the key points to keep in mind would be:

1. Tactics can be used in a campaign, but for it to become successful there needs to be an analytical and creative thinking process done first.
2. The tactics need to be in consideration with the important factors of the campaign.
3. Tactics need to relate back to the strategic plan.
4. Finally pr practitioners need to execute the event using the tactics while giving a clear massage to the target audience keeping in mind the available budget.

One thing I learnt was that strategy is the plan that allows the pr practitioners to ensure that an organisation is achieving their goals; strategic plan is what decides what tactics to use in a campaign. There are many tactics that can be used in a campaign, but as time has changed there have been more complications arising.
There is two major types of tactics controlled and uncontrolled. In controlled the pr practitioners are in control of everything starting from crating the massage to the final outcome, in contrast uncontrolled tactics would be when the program can be altered by someone else or even blocked completely.
The method the pr team chooses to deliver the massage is curtail as it impacts the effectiveness of the massage. Methods of delivery could be mail, cd-rom, video, fax etc. With new technologies improving getting the massage has become more effective, now pr teams can look analyse and research about their target audience.
Selecting the correct tactic for a particular campaign is where research needs to be done and the pr practitioners need to know how to imply the tactics so that it would apply the massage to their intended audience. Next would be thinking id media relations is required, if the campaign needs to put a massage and have a cost effective way of reaching the audience fast and simple than getting in tough with the media would be the best option. Other materials such as brochures and flayers are used with other tactics when also the mass audience and when the campaign requires a lasting document of information. The colour, size biding are all elements that needs to be looked into when preparing the flyer or broachers as it impacts how the massage is going to be understood.
Annual report gives a detailed analysis of the organisations challenges, what they have achieved, and the financial details for the year; the pr team here looks into the presentation side of the report and makes sure it is appropriate. Newsletters are similar to print materials as they are trying to build an on going relation with their audience. Finally a direct mail would be a tactic as it is being personally addressed to the customer; I believe this would be more helpful than fliers as people would actually look into documents if it’s directed to them and not a group of people.
The important part would be putting it all together and trying to give a clear massage that can be understood by the target audience and having a consistency while doing it. Videos and photography can also be used as a visual aid is always helpful to understand the massage. Speeches and presentations are add an impact to the key massage as the writing needs special skills to make the concept compelling. Using celebrity is always a god idea as the audience can relate to them easily and would want to get something that the celebrities have. But pr teams need to be aware that it’s about their massage and not about the celebrity.
From the reading I believe community meeting, advertising ad sponsorship are the most important and would be the most successful way putting g the massage through but than again it would become very costly. It is always important to know the budget, the audience and what massage in being put through than choosing the correct tactic will allow for a successful campaign.