Chapter 8 - Tactics

This week's reading made me think more about PR Theory and Practice in that considering which tactic to use dependant upon the campaign.

There are various tactics which can be utilised by a PR practitioner, including celebrity speakers, whether or not to seek sponsorship of an event, photography and advertising - just to name a few.

However it is important to understand that not every tactic will result in successful implementation of a PR campaign. Each campaign is different and requires strategic thinking and planning in order for the chosen tactic to work. For example there would be no point advertising a campaign on radio which conceptualises art and visual stimulation. Such a campaign would obviously benefit more by brochure/poster advertising as well as television advertising.

This all relates back to the point on strategy - PR practitioners need to think strategically about which tactic would best suit their campaign's goals and objectives. This leads to a more professionally organised campaign or event. McLeod & Hawley believe "A person who sees himself as a professional is more apt to act like a professional." (Newland Hill & White, 2000, p. 34). Once again we can see a common thread of the need to be organised, well planned and have clear objectives in place before effecting a successful campaign.

PR practitioners see the use of the web (internet) as an important communication tool. In their study of the world wide web, Newland Hill & White quote White and Raman as saying "the Web is the first controlled public relations mass medium in that content reaches a mass audience, but is not filtered through gatekeepers." Newland Hill & White go on to say that more traditional forms of sending controlled messages were through newsletters and annual reports (Newland Hill & White, 2000, pp.31-51).

The target audience also needs to be considered prior to launching a campaign. There is no point in advertising "Australian Pensioners Insurance" policies at a Big Day Out concert for example. Similarly, there would be no point advertising the Big Day Out at the local nursing home (unless they have lots of young visitors!). If the target audience is not reached by using the correct tactic, it would be reasonable to assume the campaign or event is not likely to be successful.

I think the key points to remember from this weeks reading are to evaluate your campaign/event and strategically consider which tactic best suits the campaign or event. The need to think strategically, be well planned and organised is again reiterated in this week's readings. They are all key issues for PR practitioners if they intend on their campaign or event being a success.

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References

Johnston, J. & Zawawi, C. (2004) Tactics, in Public Relations Theory and Practice, 2nd edn, pp. 197-231, Allen&Unwin, Sydney, Australia.

Newland Hill, L. & White, C. (2000) Public Relations Practitioners' Perception of the World Wide Web as a Communications Tool, Public Relations Review, 26(1), pp. 31-51

White, C. & Raman, N. (1999) The World Wide Web as a Public Relations Medium: The Use of Research, Planning and Evaluation in Web Site Development, Public Relations Review, 25, pp. 405-419