Strategic Planning for Public Relations, Step 7

1. SELECTING COMMUNICATION
TACTICS
Craig Carroll
Jan 2012

2. Communication Tactics
Controlled vs. Uncontrolled
Internal vs. External
Conventional
Mass Media vs. Targeted
Public Media vs. Nonpublic
Print vs. Electronic

3. Relationship Between Audience Reach
and Persuasive Impact
Audience Reach
Advertising &
Promotional Media
News
Media
Organizational
Media
Interpersonal
Communication
Persuasive Impact

4. Strategic Implications
1. Will this tactic help the organization to interact with the
appropriate public?
2. What level of impact will this tactic make on the key
public?
3. Will this tactic advance the organization
a. Toward its awareness objectives?
b. Toward its acceptance objectives?
c. Toward its action objectives?
4. What is the main advantage of this tactic?
5. What advantages does this tactic offer that other tactics
do not offer?
6. Are there any disadvantages to this tactic?

5. Interpersonal
Communication

6. Personal
Involvement
1. Organizational Site
Involvement
2. Audience Site
Involvement

7. Information
Exchange
1. Educational Gatherings
2. Product Exhibitions
3. Meetings
4. Demonstrations
5. Speeches

8. Special Events
1. Civic Events
2. Sporting Events
3. Contests
4. Holiday Events
5. Progress-Oriented Events
6. Historic
Commemorations
7. Social Events
8. Artistic Events
9. Fund Raising Events

9. Organizational
Media

10. General
Publications
1. Serial Publications
2. Stand-alone Publications
3. Progress Reports
4. User Kits
5. Research Reports
6. Miscellaneous

11. Direct Mail
1. Memo
2. Letter
3. Postcard
4. Invitation
5. Catalog

12. Electronic
Media
1. Audio Media
2. Video Media
3. Digital Media
4. Electronic Publishing

13. Social Media
1. Wiki
2. Media
3. Blog

14. News Media

15. Direct News
1. News fact sheet
2. Event listing
3. News release
4. Feature release
5. Actuality
6. Audio news release
7. Video B-roll
8. Video news release
9. Social Media release
10. Photo and caption
11. Media Kit

16. Indirect News
Material
1. Media advisor
2. Story idea memo
3. Query letter

17. Opinion
Material
1. Position statement
2. Letter to the editor
3. Guest editorial

18. Interactive
News
1. News interview
2. News conference
3. Studio interview
4. Satellite media tour
5. Editorial conference

19. Survey on Media Relations Practices
• 79% use the Internet to conduct research
• 70% say they follow at least one blog
• 50% say PR people don’t understand the
media
• 48% say phone calls are a waste of time
• 52% disagreed that PR practitioners do not
tell the truth
• 78% prefer to receive news releases via email

20. Advertising &
Promotional
Tactics

21. Print Advertising
Media
1. Magazine advertising
2. Newspaper advertising
3. Directory advertising
4. House advertising

22. Electronic
Media
Advertising
1. Television Commercial
2. Cable TV advertising
3. Radio commercial
4. Digital media advertising

23. Out-of-Home
Advertising
1. Outdoor poster
2. Arena poster
3. Signage
4. Out-of-home video
5. Transit advertising
6. Aerial advertising
7. Inflatable

24. Promotional
Items
1. Clothing
2. Costume
3. Office accessory
4. Home accessory

25. QUESTIONS?