Communications Tactics - the fun stuff

  • Personal interactions Tactic 1

    Interpersonal communication

    Interpersonal communication offers face-to-face opportunities for personal involvement and interaction.
    Tactic 1 Examples
    Interpersonal communication techniques are the most persuasive and engaging of all tactic category types and offer many strategic advantages for an organization.

    Three primary types of interpersonal communications used in public relations are: personal involvement, information exchange, and special events.

    open house
    PERSONAL INVOLVEMENT EXAMPLES INCLUDE:
    Tours and Open houses
    Trial memberships and Free classes
    Shadow programs and Ride alongs
    Test drives and Sneak previews
    Premiere performances
    Door-to-door canvassing
    In-home demonstrations
    live event
    INFORMATION EXCHANGE EXAMPLES INCLUDE:
    Conventions and workshops
    Conferences
    Trade shows and product exhibitions
    Annual meetings (stockholders, alumni events)
    Speeches (debates, town hall meetings, guest lectures)
    Demonstrations (rallies, marches, boycotts, protests)
    special event
    SPECIAL EVENTS
    Civic events (fairs, carnivals, opening-season luncheons)
    Sporting events (golf tournaments, triathlons, games)
    Holiday events
    Contests (talent contest, academic fairs)
    Progress-oriented events (ribbon ceremonies, ground-breaking events, grand openings)
    Historic commemoration (centennials, founder’s day parade, pageants, special plays and shows)
    Social events (dinners, recognition luncheon, beauty pageant, fashion show)
    Artistic event (concerts, plays, recitals, film festivals)
    Fundraising event (antique show, auction, hay rides, corn mazes)
    Publicity event
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  • Produced media Tactic 2

    Organizational media

    These are published or produced media by the organization. These expensive tactics can be controlled along with the message content and design, timing, packaging, distribution and audience access. A great deal of expense is assumed by the organization in this category.
    Tactic 2 Examples
    There are many types of organizational media produced. Your text separates them into what really become five general categories: publications, direct mail, electronic media, digital media, and social media.

    The overview called “Organizational Media Tactics” on page 246, has not been updated to include the fifth category as much as the rest of the text book has.
    catalog cover
    PUBLICATIONS INCLUDES:
    Serial publications (newsletters, bulletins, schedules)
    Stand-alone publications (brochures, flyers, fact sheets, media guides)
    Progress reports (shareholders and quarterly reports)
    User kits
    Research reports
    Miscellaneous print media (many are industry specific, such as an event schedule card for sports or entertainment).
    direct mail
    DIRECT MAIL INCLUDES:
    Letters (appeal and marketing letters)
    Postcards
    Invitations
    Catalog (retail product, event schedules)
    Printed memos
    microphone
    ELECTRONIC MEDIA INCLUDES:
    Audio media (includes telephone calls, direct messages, podcasts, music files)
    Video media (non-broadcast means not on TV/Cable), product demonstrations, videoconferences, web streaming)
    newsletter
    DIGITAL MEDIA INCLUDES:
    Email
    Websites
    Online publishing (catalogs, statistical services, university class schedules)
    Mobile apps and devices
    insta logo
    SOCIAL MEDIA INCLUDES:
    Blogs
    Social network sites
    Wikis
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  • Published media Tactic 3

    News media

    Contrary to popular opinion, the news media isn’t dead. It still provides opportunities for the credible (3rd-party) presentation of an organization's message to a large audience, usually via journalistic organizations.
    Tactic 3 Examples
    Often called “traditional” media, these can be segmented into four primary categories. The benefit of the news media tactic is that often audiences perceive the messages to be more credible because, theoretically, a third-party has “investigated” the material.

    infographic flyer
    DIRECT NEWS MATERIAL INCLUDES:
    News fact sheets
    Event listings
    News releases (announcements, media alerts, news brief)
    Feature releases (history, biographies, FAQ and Q & A pieces)
    Media kits
    media advisory
    INDIRECT NEWS MATERIAL INCLUDES:
    Media advisory
    Story idea memo
    Query letter
    letter to editor image
    OPINION MATERIAL INCLUDES:
    Position statement (research paper, position paper, white sheet)
    Letter to the editor (rebuttals can be included)
    Guest editorials
    press conference image
    INTERACTIVE NEWS OPPORTUNITIES INCLUDES:
    News interview
    News conference (press conference)
    Studio interview
    Satellite media tour
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  • Controlled media Tactic 4

    Advertising and promotional media

    These are controlled media that are developed by the organization that can be accessed by large audiences. These are not as credible, sometimes, to the audience because they are purchased media.
    Tactic 4 Examples
    Here there are four primary categories as well.
    news image
    PRINT ADVERTISING MEDIA INCLUDES:
    Magazine ads
    Newspaper ads
    Directory ads
    House ads (program ads, congratulatory ads)
    e-media image
    ELECTRONIC MEDIA ADVERTISING INCLUDES:
    Television ads
    Cable TV ads
    Radio commercials
    Website ads
    Social media ads (promoted tweets, etc.)
    skywriting image
    OUT-OF-HOME ADVERTISING INCLUDES:
    Billboards
    Arena posters
    (That big-ass sign outside of Jones AT&T Stadium for some paid sponsor)
    Skywriting (usually used at places like beaches, not in some wind-tossed region)
    specialty ad image
    PROMOTIONAL ITEMS INCLUDES:
    T-shirt giveaways
    Office accessory (pens, mouse pads)
    Trinket give-aways (key chains, koozies, etc.)
    Home accessory (beer mugs)
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Smith, R.D. (2017). Strategic Planning for Public Relations, 5th Edition. Routledge; New York, NY.