PR&AD Campaign Step 7 Selecting Tactics

1. P H A S E T H R E E T A C T I C S
S T E P 7 S E L E C T I N G C O M M U N I C A T I O N T A C T I C S
Public Relations & Advertising
Campaigns

2. Strategic Public Relations
Phase One
FORMATIVE RESERACH
1. Analyzing the situation
2. Analyzing the organization
3. Analyzing the publics
Phase Two
STRATEGY
4. Establishing Goals and Objectives
5. Formulating Action and Response
Strategies
6. Developing the Message Strategy
Phase Three
TACTICS
7. Selecting Communication Tactics
8. Implementing the Strategic Plan
Phase Four
EVALUATIVE RESEARCH
9. Evaluating the Strategic Plan

3. Communication Tactics
 Communication tactics are the visible elements of a
strategic plan: e.g. websites, news release, tours,
billboards, blogs and special events…..
 To select, you should consider
 your goals and objectives
 Match the taste of the organization and the publics
 Time and budget constraints

4. Conventional Communication Tactics
 Controlled media
 allow the organization to determine various attributes of the
message: content, timing, presentation, packaging, tone,
distribution.
 e. g. Newsletters, brochures, corporate videos, websites.
 Uncontrolled media
 Are those in which someone unrelated to the organization,
such as media gatekeeper, determines those message
attributes.
 e.g. news conferences, interviews

5.  Internal media
 exist within the organization
 External media
 exist outside the organization, may be controlled (such as
advertising media) or uncontrolled (such as news media),
 e.g. billboards, newspapers, television news broadcasts.

6.  Mass Media
 are those that are accessible to most people,
 E.g. TV networks and the mainstream daily newspaper
establishment.
 Target media
 have narrower and more homogeneous audience.
 E.g. special-interest publications, broadcast programs that
appeal to particular narrow audience

7.  Popular Media
 focus on information of interest to people in their personal
lives, including fashion, grooming, relationships, hobbies, and
self-help, as well as news and current events.
 E.g. Maxim, USA today
 Trade media
 are distributed via subscription and are read for professional
or business purposes. They are a main focus for many public
relations writers.
 E.g. trade media include Auto Glass Journal

8.  Public Media
 are accessible to everybody,
 e.g. local newspapers, public TV and radio stations
 Nonpublic media
 are more restricted and often choose to limit access and
circulation to audiences drawn from specific occupations,
professions, or associations.
 E.g. company newsletters, e-mail newsgroups, magazines and
other trade publications

9.  Print media
 are those that involve the printed word,
 such as newsletters, newspapers, and magazines.
 Electronic media
 are based on newer technology
 E.g. TV, radio, computer-based media like email and websites.

10. Strategic Communication Tactics
1. Interpersonal communication
1. Offers face-to-face opportunities for personal involvement and
interaction
2. Organizational media
1. are published or produced by the organization, which controls the
message content as well as its timing, packaging, distribution, and
audience access.
3. News media
1. provide opportunities for the credible presentation of
organizational message to large audiences
4. Advertising and promotional media
1. are controlled media, either internal or external to the
organization, that also can offer access to large audiences

11. The relationship btw Audience Reach and Persuasive Impact
Advertising
and
promotional
media
News media
Organizational media
Interpersonal communication
Audience Reach

12. 1. Interpersonal Tactics
1.1. Personal Involvement
 Organizational site involvement:
 plant tour, open house, test drive, trial membership, free class,
shadow program, sneak preview, premiere performance)
 Audience site involvement
 door-to-door canvassing, in-home demonstration
 e.g. Al Ain Water

13. 1.2. Information Exchange
 Educational gathering (convention, seminar, workshop,
training session)
 Product exhibition (trade show)
 Meeting (annual stockholder meeting, public affairs meeting)
 Speech (guest lecture, keynote speech, forum) e.g. TEDxUAEU
 Demonstration (rally, march) e.g. Police Campaign

14. PR Campaign @ UAEU: Police Exhibit

19. 1.3. Special Events
1. Civic event (fair, festival, carnival, circus, parade, flotilla)
1. Sawaeed carnival
2. Sporting event (tournament, marathon, match):
1. Mubadala world tennis championship
2. Tufts Health Plan 10K for Woman
1. http://pennypress2010.wordpress.com/2011/10/10/tufts-
health-plan-10k-for-women/
3. Contest (beauty pageant, talent contest, )
 Unleash Your Creativity, fashion design contest

21. Sawaaed Carnival
Sawaaed Club @ UAEU


22. Carnival

23. Unit booths
 Translation unit
 Media and technology unit
 Décor and Format Unit

24. Message strategies
 Logos: Carnival
 Booklet
 bookmark

25. Audience Participation
 Workshops
 Art works
 Activities: Bicycles
 Wish board
 Traditional Food
 Celebrity shows

26. Workshop

27. 4. Holiday event
 e.g. July 4th Price chopper Fireworks, New Year Fireworks at Burj Khalifa
Dubai
5. Progress-oriented event
 launching, ribbon-cutting, award ceremony, e.g. the Police Campaign
6. Historic commemoration
 founders’ days, anniversary, play, pageant
7. Social event
 luncheon, banquet, roast, awards dinner, party, fashion show, tea)
 e.g. Oasis living pool party
8. Artistic event
 concert, concert tour, recital, play, film festival, arts show, photo exhibit
9. Fund-raising event (antique show, auction, bake sale, breakfast with
Santa, culture festivals)
 http://blog.sina.com.cn/s/blog_7a9216720100zs83.html

31. 2. Organizational Media Tactics
2.1. General Publications
 Serial publication (newsletter, bulletin)
 Stand-alone publication (brochure, flyer, booklet, folder,
pamphlet, tract, circular, fact sheet, FAQ)
 Progress report (annual report, quarterly report)
 User kit
 Research report
 Miscellaneous print media

32. 2. Organizational Media Tactics
2.2. Direct Mail
 Memo
 Letter (appeal letter, marketing letter)
 Postcard
 Invitation
 Catalog (retail, full-line, specialty, business-to-business)
 e.g. Carrefour catalog, cleaning service

33. 2. Organizational Media Tactics
2.3. Electronic Media
 Audio media (telephone, dia-a-message, recorded information,
voice mail, toll-free line, demo tape, demo CD, podcast)
 Video media (nonbroadcast video, videoconference,
teleconference, videotape, slide show) e.g. Skydive Dubai
 Digital Media (presentations software, e-mail, listserv,
Internet, newsgroup, websites, web home page, web-based
television, web-based radio, touch-sensitive computer, cell
phone)
 Electronic publishing

34. 2. Organizational Media Tactics
2.4. Social Media
 Wiki
 Blog
 Facebook
 Twitter

35. 3. News Media Tactics
3.1. Direct News Material
 News fact sheet
 Event listing
 Interview notes
 News release (announcement, response, news brief)
 Feature release (biography, history, backgrounder, question-
and-answer piece, service article)
 Audio news release
 Video B-roll
 Video news release
 Photo and caption
 Media kit

36. 3. News Media Tactics
3.2. Indirect News Material
 Media advisor
 Story idea memo
 Query letter
3.3. Opinion Material
 Position statement (position paper, white paper, position
paragraph, contingency statement)
 Letter to the editor
 Guest editorial

37. 3. News Media Tactics
3.4. Interactive News Opportunities
 News interview
 News conference
 Studio interview
 Satellite media tour
 Editorial conference

38. 4. Advertising and Promotional Tactics
4.1. Print Advertising Media
 Magazine advertising (center spread, advertisorial, breakout
ad)
 Newspaper advertising (display ad, classified ad)
 Directory advertising
 House advertising

39. 4. Advertising and Promotional Tactics
4.2. Electronic Media Advertising
 Television commercial
 Cable TV advertising
 Radio commercial
 Digital media advertising

40. 4. Advertising and Promotional Tactics
4.3. Out-of-Home Advertising
 Outdoor poster (billboard, paint, rotary paint, spectacular,
extra, wallscape)
 Arena poster
 Signage
 Out-of-home video
 Transit advertising (bus sign, car card, station poster, diorama,
mobile billboard, shelter poster)
 Aerial advertising (blimp, airplane tow, skywriting)
 inflatable

41. 4. Advertising and Promotional Tactics
4.4. Promotional Items
 Clothing
 Costume
 Office accessory
 Home accessory