Lesson 9 - Tactics

Tactics are always used to achieve the strategic outcome. It must be relate directly back to its defined purpose. There are a range of different tactics to apply in different public relations campaign. The choices of tactics are identified depends on target audience, individual and types of public relation campaign.

The key points to remember from this week’s readings are there is no specific precise and correct tactics that ensure successful implementation of a public relation campaign. It relies on the creativity and analytical skills to exploit the tactics to reach a desirable goal.

Controlled communication :

- The public relations practitioner have full control every aspect of the process.
- They determined the overall planning and what information to reveal during the campaign.
- Example: Advertising, brochures, posters, direct mail and etc.

Uncontrolled communication:

-Information can be altered or totally blocked by the public relations practitioners.
-Example : Media relations, public meeting and etc.

The readings made me think more about PR practice it is sometimes difficult to convey the strong single message to every audience as all of them have different perceptions and own personal experience towards the context. It is better to make careful considerations on the types of tactics and apply it appropriately to achieve the best outcome.