Chapter 8 - Tactics

I think the key point to remember from this week's readings was tactics can be broken into controlled and uncontrolled communication. Controlled tactics are those over which the public relations practitioner maintains control of every aspect of the process. Uncontrolled tactics are those that can be altered or even blocked completely.

Common PR tactics are brochures, flyers, web sites and the following:

Publicity and Media relations - news releases, press kits, media advisories, news conferences, press tours, and personal letters or phone calls to editors and reporters.

Special Events - Open houses, fund-raisers, trade shows, awards ceremonies, contests, stunts, receptions, speeches by V.I.Ps., are examples of special events.

Newsletters - Publications typically four to 12 pages in length, although some are longer, with short articles intended to keep your customers, clients, members, investors, or donors up-to-date on what your organization and its people are doing.

Annual Reports - Lawfully required of publicly traded corporations. For nonprofits and community groups, an annual report communicates your accomplishments and provides financial information demonstrating your effective use of donor and public funds. It can also be used to acknowledge major donors.

Presentation - Arrange to have individuals in your organization speak at meetings of professional and trade associations, service clubs, civic organizations, and community groups.

Sponsorships - sponsor a local sports team, musical group, or community theater and having the sponsorship acknowledged on advertising, programs, uniforms, posters, or other promotional materials.

The readings made me think more about public relations practice in that there is no guaranteed correct set of tactics that will ensure successful implementation of a PR campaign. The success relies on the analytical and creative skills of the PR practitioner to consider tactics on the light of a complex range of impacting factors.