'Strategy, planning and scheduling' from Public Relations: Theory and Practice, Edited by Jane Johnston and Clara Zawawi
'Tactics' from Public Relations: Theory and Practice, Edited by Jane Johnston and Clara Zawawi
I think the key points to remember from this week's readings were...
The key points from the 'strategy, planning and scheduling' reading was that strategic planning by the public relations officers can be one of the most important aspects, and that strategic planning to handle crisis situations and manage the organisation's image, can be one of the most beneficial applications of strategic planning. And also strategic two way communication needs to be aimed at all the necessary target publics, to be effective.
The 'Tactics' chapter showed that tactics are a very important part of any strategic public relations plan. The types of tactics include publicity, newsletters, advertising, functions, the Internet, information kits, media releases, brochures and much more. Many plans use a range of tactics, however some of the most successful tactics are the less obvious ones. Tactics are described as either controlled or uncontrolled. Controlled tactics are tactics that are controlled at every stage by a public relations officer. Uncontrolled tactics are tactics that can be changed or stopped completely, and the most common example of this is media relations tactics.
The readings made me think more about public relations theory/practice in that
This week's reading made me think more about public relations practice as strategic planning and tactics are very important aspects of a good public relations plan, and these are two in particular if employed well can make all the difference between a successful plan or not.
Both of these readings also made me think more about my assignment, not only how to develop my strategic plan, but also some of the tactics that could be employed.
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Hi Sarah, I agree with your comment regarding how strategic planning is vital to an organisations image and thought your outline of the different tactics available to PR practitioners was useful. I particularly liked your point about how some of the most successful tactics are not necessarily the most obvious and as Johnstone & Zawawi suggest - the success of any campaign depends on both the creativity of the practitioner and consideration of all the factors.Reading your comment about applying this reading to your own plan made me realise that I had not done that and perhaps it is time that I followed your lead. If I was to make any criticism it is that you did not mention how tactics differ from strategies but other than that an excellent blog!
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