AS Chapter 7 has already been read and commented on in previous blogs, I will comment only on Chapter 8 which is focused on Tactics, and their importance and implementation in Public Relations plans.
These readings built on previous learning about PR in that re-reading chapter 7 reinforced that the idea that strategy, tactics and strategic thinking/planning are of vital importance in PR, and will be really helpful in completing my final PR plan at the end of semester. The tactics reading outlined a number of tactics that are useful in reaching target audiences, and achieving the best results for a public relations plan. I found it particularly helpful, the way the text asserts and emphasises the importance of finding the right balance of tactics, and that 'every tactic must relate directly back to its defined purpose: achieving the strategic outcome.' (Johnston, Zawawi 2004)
All of these tactic mentioned such as use of celebrity endorsements, methods of delivery (email, mail, websites, cd's/dvd's etc.) will also be highly useful in planning for my final PR plan.
Another point I found interesting was the distinction between controlled and uncontrolled communication, in that it relates back to my debate topic, media relations, and how this is is an unreliable form of communication, at the mercy of journalists and editors.
In summary, the key points I learnt from this week's reading were related to tactics: in particular methods of delivery, research, design and presentation of publications, and the importnace of finding the right tactics and balance of tactics for an effective PR plan.
2 comments:
Dave,
Great blog. Like myself, you focused on the the importance of choosing the right tactics and balance in PR which I though was one of the key points to take out of the reading.
It is also great to see a well written blog which has a superb flow of information.
Cheers
Cheers. Balance of tactics was certainly for me the key point in this week's readings.
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