As discussed in week four’s readings, a well-plan and executed strategic PR plan can help an organisation achieve its various goals.
I think the key points to remember from this week’s readings were the key differences between strategy and tactics and what is it that links the two together. Strategy is the overall plan that allows the PR practitioner to ensure that organisational goals and objectives are achieved. It determines the type of PR campaign that will be eventually employed. Once the practitioner has decided on the strategy and direction of the PR campaign, the tactics can then be made. Every tactic must be in sync with the overall strategic objectives. The strategy is the masterplan that is to achieve an organisation’s goals, while the tactics are the technical aspects of the masterplan.
Tactics can be broken up into 2 major groups: controlled and uncontrolled. Controlled tactics are those which the PR practitioner maintains control of every aspect of the process. Examples would be annual reports, advertising and brochures. On the other hand, uncontrolled tactics are those that can be altered or even blocked completely. An example would be media relations.
The readings made me think more about public relations theory/practice in that while many PR campaigns today employ a wide range of different tactics, a successful PR campaign need not necessarily have to use multiple tactics.
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4 comments:
Dear Adam,
You mentioned that
"while many PR campaigns today employ a wide range of different tactics, a successful PR campaign need not necessarily have to use multiple tactics".
I agree that the use of multiple tactics is unnecessary.More importantly, I believe that PR practitioners should have sound understanding on different tactics and employ the most effective tactic.
Rather than draining company resources on too many tactical medium, PR professional should seek to maximize existing budget and leverage on creative inputs to influence the increasingly sophisticated population
Dear Adam,
You said:
" Every tactic must be in sync with the overall strategic objectives. "
I agree with this view as I feel that in a PR campaign, it is important to always have 'the big picture' in mind. What may seem a good decision for one aspect of the campaign may be detrimental to another aspect of the campaign.
Likewise, a good idea now may not prove to be so in the long run. Also,
Your paragraph starting with "Tactics can be broken up..." is a direct quote from your reading and need to be correctly attributed.
Noted. Will do so with quotation marks in the future. Thanks for pointing that out.
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