Week 10 - Strategy and Tactics

This weeks readings discussed the relationship between strategy and tactics. The text highlighted that while these are often used interchangably by students - and while the two are "inextricably linked" it is important to understand the differences between the two and how they fit together. Strategy has been covered in the readings and was blogged about in week 5 - however it would be naieve to ignore it through this weeks readings and therefore shall be discussed in regards to its relationship with public relations tactics.

The text states that there is no guarenteed set of tactics that will ensure the successful implementation of a PR campaign. Once again success relies on the analytical and creative ability of the practitioner and the creative ability is limited only by the practitioners imagination. The text emphasises (as state above) that tactics must relate back to strategy - they are the link between how it is executed or delivered to target audiences. Therefore i will highligh a key point from week 5's readings that a strategic PR campaign is proactive, careful and as always in PR planning is needed to maintain direction and focus.

I found it important to note that tactics can be broken into two major groups controlled and uncontrolled. the text sites that controlled are those that the practitioner maintains control of EVERY aspect, from message creation to crafting the final distribution. For example advertising. On the other hand uncontrolled tactics are those that can be altered or even blocked. For example media release - or the creation of a media release - i nthis case as to whether the material is used at all liew only with a news gatekeeper. I found it most interesting regarding this that the impact of a piece of editorial distributed by uncontrolled means will generally have a higher impact then that of an advertisement. However after considering this for some time this is not difficult to see why. In regards to the delivery of communication the text states that it is critical that practitioners consider this as being of key importance.

In conclusion the text argues that best practice communication relies on consistency and this extend beyond messages to design and production, as these to sends impressions particularly relating to the professionalism of the organisation.

References:

Allert, J and Zawawi, C. (2004). Strategy, planning and scheduling. In Johnston, J., & Zawawi, C. (Eds.), Public relations: Theory and practice.(2nd ed.)(pp.169-197). Crows Nest: Allen & Unwin.

Hudson, M. (2004). Tactics. In Johnston, J., & Zawawi, C. (Eds.), Public relations: Theory and practice.(2nd ed.)(pp.169-197). Crows Nest: Allen & Unwin.