Relating this back to PR professionals, tactics can come in the form of publicity, newsletters, media releases, meetings, etc. However just because these tactics are accessible, does not mean they all need to be utilised for a successful campaign.
This chapter also highlighted the importance of exhibiting some wariness as a practitioner when it comes to technology. The introduction of the Internet has completely transformed the way practitioners use tactics. According to Johnston and Zawawi (2009 p. 208):
"...Public relations professionals also need to be aware of operating in a world in which high-level regulation, lawsuits, watch-dogs and heightened corporate governance influence tactics and how they are implemented".
Some other key points included:
- The method of delivering communicaion to target audiences plays a critical role in determining its effectiveness.
- Despite the internet occasionally being a nightmare for practitioners, it can have huge advantages in message delivery.
- Different campains call for difference tactics.
The second chapter for this week highlighted how public relations has strong links to the promotional phase of marketing. I concluded that public relations practitioners who are vying to be successful will maintain an open relationship with its publics, keeping them up to date and in the loop with the entire process, from start to finish.
- Johnston, J & C Zawawi, Public Relations: Theory and Practise. Crows Nest: Allen & Unwin, 2009. 3rd ed.
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