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Ch. 7 selecting communication tactics

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Craig Carroll
Craig Carroll

Strategic Planning for Public Relations, Step 7

EducaçãoNotícias e políticaNegócios
1 de 25
SELECTING COMMUNICATION TACTICS Craig Carroll Jan 2012
Communication Tactics Controlled vs. Uncontrolled Internal vs. External Conventional Mass Media vs. Targeted Public Media vs. Nonpublic Print vs. Electronic
Relationship Between Audience Reach and Persuasive Impact Audience Reach Advertising & Promotional Media News Media Organizational Media Interpersonal Communication Persuasive Impact
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?
Interpersonal Communication
Personal Involvement 1. Organizational Site Involvement 2. Audience Site Involvement
Information Exchange 1. Educational Gatherings 2. Product Exhibitions 3. Meetings 4. Demonstrations 5. Speeches
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
Organizational Media
General Publications 1. Serial Publications 2. Stand-alone Publications 3. Progress Reports 4. User Kits 5. Research Reports 6. Miscellaneous
Direct Mail 1. Memo 2. Letter 3. Postcard 4. Invitation 5. Catalog
Electronic Media 1. Audio Media 2. Video Media 3. Digital Media 4. Electronic Publishing
Social Media 1. Wiki 2. Media 3. Blog
News Media
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
Indirect News Material 1. Media advisor 2. Story idea memo 3. Query letter
Opinion Material 1. Position statement 2. Letter to the editor 3. Guest editorial
Interactive News 1. News interview 2. News conference 3. Studio interview 4. Satellite media tour 5. Editorial conference
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
Advertising & Promotional Tactics
Print Advertising Media 1. Magazine advertising 2. Newspaper advertising 3. Directory advertising 4. House advertising
Electronic Media Advertising 1. Television Commercial 2. Cable TV advertising 3. Radio commercial 4. Digital media advertising
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
Promotional Items 1. Clothing 2. Costume 3. Office accessory 4. Home accessory
QUESTIONS?

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Ch. 7 selecting communication tactics

  • 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?
  • 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
  • 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
  • 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
  • 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