ch. 7 selecting communication tactics

SELECTING COMMUNICATION

TACTICSCraig CarrollJan 2012

Conv

entio

nal

Com

mun

icati

on T

actic

s Controlled vs. Uncontrolled

Internal vs. External

Mass Media vs. Targeted

Public Media vs. Nonpublic

Print vs. Electronic

Relationship Between Audience Reach and Persuasive Impact

Audience Reach

Persuasive Impact

Advertising & Promotional Media

News Media

Organizational Media

Interpersonal Communication

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 Involvement1. Organizational Site

Involvement2. Audience Site

Involvement

Information Exchange1. Educational Gatherings2. Product Exhibitions3. Meetings4. Demonstrations5. Speeches

Special Events1. Civic Events2. Sporting Events3. Contests4. Holiday Events5. Progress-Oriented Events6. Historic Commemorations7. Social Events8. Artistic Events9. Fund Raising Events

Organizational Media

General Publications1. Serial Publications2. Stand-alone Publications3. Progress Reports4. User Kits5. Research Reports6. Miscellaneous

Direct Mail1. Memo2. Letter3. Postcard4. Invitation5. Catalog

Electronic Media1. Audio Media2. Video Media3. Digital Media4. Electronic Publishing

Social Media1. Wiki2. Media3. Blog

News Media

Direct News1. News fact sheet2. Event listing3. News release4. Feature release5. Actuality6. Audio news release7. Video B-roll8. Video news release9. Social Media release10. Photo and caption11. Media Kit

Indirect News Material1. Media advisor2. Story idea memo3. Query letter

Opinion Material1. Position statement2. Letter to the editor3. Guest editorial

Interactive News1. News interview2. News conference3. Studio interview4. Satellite media tour5. 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 Media1. Magazine advertising2. Newspaper advertising3. Directory advertising4. House advertising

Electronic Media Advertising1. Television Commercial2. Cable TV advertising3. Radio commercial4. Digital media advertising

Out-of-Home Advertising1. Outdoor poster2. Arena poster3. Signage4. Out-of-home video5. Transit advertising6. Aerial advertising7. Inflatable

Promotional Items1. Clothing2. Costume3. Office accessory4. Home accessory

QUESTIONS?