tactics phase in communication strategy

7/29/2019 Tactics phase in communication strategy

1/31

Phase Three

TACTICS

Step 7

Choosing Communication Tactics

Step 8Implementing the Strategic Plan


2/31

Step

7

Conventional Communication Categories Strategic Communication Categories Interpersonal Communication Techniques

The Strategy of Interpersonal

Communication Tactics

Personal Involvement

Information Exchange

Special Events

Step 7



3/31

Step 7: Choosing Communication Tactics

Step

7

Choosing Interpersonal Communication Tactics

Basic Planning Questions

1. What interpersonal communications tactics will you use?

2. How will these tactics help the organization achieve its objectives?

3. What resources will these tactics require?


4/31


Step

7

Expanded Planning Questions

A. Selection of TacticsPersonal Involvement Organizational-site involvement

Plant tour, open house, test drive, trial membership, free class, sample, shadow

program, ride-along, premiere Audience-side involvement

Door-to-door canvassing, in-home demonstration, petition drive

Information Exchange Educational Gathering

Convention, council, convocation, synod, conclave, conference, seminar,

symposium,

colloquium, workshop, training session Product Exhibition

Trade show Meeting

Annual stockholder meeting, lobbying exchange, public affairs meeting


5/31


Step

7

Demonstration

Rally, march, demonstration, picket, boycott Speech

Question-answer session, oration, talk, lecture, guest lecture, address, keynote,

sermon, homily, panel, debate, speakers bureau, forum, town meeting Special Event

Civic event: fair, festival, carnival, circus, parade, theme event

Sporting event: tournament, marathon, triathlon, outdoor spectator event, meet,field day

Contest: science fair, spelling bee, beauty pageant, talent contest

Holiday event: civic, cultural, religious

Progress-oriented event: procession, motorcade, grand opening,

groundbreaking,

cornerstone, dedication, ribbon cuttingHistoric event: founders day, anniversary, centennial, play, pageant, caravan

Social event: luncheon, dinner, reception, tribute, banquet, roast, awards,

recognition, fashion show, tea

Artistic event: concert, concert tour, recital, play, film festival, art show, photo

exhibit

Fundraising event


6/31


Step

7



1. What is the key message that forms the basis of this public relations or

marketingcommunication program?

2. How does this message use a rational appeal?

3. How does this message use an emotional appeal?


7/31


Step

7

B. 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 toward its awareness objectives?

4. Will this tactic advance the organization toward its acceptance objectives?

5. Will this tactic advance the organization toward its action objectives?

6. What is the main advantage of this tactic?

7. What advantages does this tactic offer that other tactics do not?

8. Are there any disadvantages with this tactic? If so, what are they?


8/31


Step

7

C. Implementation Items

1. How much will it cost to implement this tactic? Is the cost justified? Is the cost

practical, based on the organizations resources?

2. How much staff time will it take to implement this tactic? Is the time practical,

based on the organizations resources?

3. What level of skill, equipment and expertise is needed to implement this

tactic? Is

the needed level available within the organization? Is the needed level available

from outside sources?


9/31


Step

7

Choosing Organizational Media Tactics


1. What organizational media tactics will you use?




10/31


Step

7


A. Selection of Tactics

General Publications Serial publication: newsletter, house organ, bulletin Stand-alone publication: brochure, leaflet, folder, pamphlet, booklet, tract, circular Reprint, internal news release Progress report: annual report, quarterly report User kit, teacher kit Research report


11/31


Step

7

Direct Mail

Memo, appeal letter, marketing letter, postcard, invitation, catalogMiscellaneous Print Media Poster, window display, bulletin board, suggestion box, pay stuffer, bill

insert,

door hanger, business card, certificate, proclamation

Audiovisual Media Audio: Telephone, dial-a-message, recorded information, demo tape, demo

CD Video: Nonbroadcast video, corporate video, internal video, video

conference,

teleconference, slide show Computer-based media: e-mail, listserv, news group, Web site, homepage,

Web TV, Web radio, touch-sensitive computer


12/31


Step

7


For each item identified, answer the following questions:1. Will this tactic help the organization to interact with the appropriate public?







8. Are there any disadvantages with this tactic? If so, what are they?


13/31


Step

7



practical,





tactic? Is




14/31


Step

7

Strategic Planning Exercise: Choosing News Media Tactics


1. What news media tactics will you use?




15/31


Step

7



Direct News Material

News fact sheet, event listing, community calendar, interview notes, news

release, feature release, actuality, video B-roll, video news release, photo and

caption, media kit

Indirect News Material

Media advisory, story idea memo, query letter

Opinion Material

Position statement, white paper, contingency statement, standby statement,

letter to the editor, guest editorial, op-ed piece

Interactive News Opportunity

Interview, news conference, studio interview, satellite media tour, editorial

conference


16/31


Step

7









8. Are there any disadvantages with this tactic?


17/31


Step

7



practical,





tactic? Is




18/31


Step

7

Choosing Advertising and Promotional Tactics


1. What advertising media and promotional tactics will you use?




19/31


Step

7



Print Advertising Media Magazine advertising, advertisorial Newspaper advertising: display, classified, personal classified

Directory advertising House ads Program advertising


20/31


Step

7

Electronic Advertising Media

Television: commercial, spot, infomercial Radio: commercial, network radio, spot radio Cable television: advertising, cable crawl Computer media: e-zine, electronic catalog

Out-of-Home Advertising

Outdoor poster: billboard, paint, spectacular, wall mural Arena poster Signage Out-of-home video, video wall Transit advertising: bus sign, car card, station poster, diorama, shelter

poster,

mobile billboard Aerial advertising: blimp, airplane tows, skywriting, inflatable Promotional

Item

Clothing, costume, office accessory, home accessory


21/31


Step7









8. Are there any disadvantages to this tactic?


22/31


Step7


For each item identified, answer the following questions:

1. How much will it cost to implement this tactic? Is the cost justified? Is the

cost practical,





tactic? Is

the needed level available within the organization? Is the needed level

available



23/31


Step7

Packaging Communication Tactics


1. What specific initiatives or sections make up this plan?

2. What tactics are associated with this plan?

3. What public and objective does each tactic serve?


24/31


Step7


A. Selecting the Approach

1. From the following categories, indicate which one offers the greatest

likelihood of

a package of program tactics that is cohesive and logical: by public, by goal, by

bjective,by department or by tactic.

2. List specific initiatives or sections in your plan


25/31


Step7


1. Will this approach help the organization to interact with the appropriate

public?

2. What is the main advantage of this approach?

3. What advantages does this approach offer that other approaches do not?

4. Are there any disadvantages to this approach?


26/31


Step7





Step 8


27/31

Step8

The Written Plan

The ScheduleFrequency of Tactics

Timelines of Task

The BudgetBudget Items Categories

Approaches to Budgeting

Managing the Budget

Full-Cost Budgets

How Much Success Is Necessary?

Step 8

Implementing the Strategic Plan


28/31

Step 8: Implementing the Strategic Plan

Step8

Implementing the Strategic Plan


1. What is the schedule for this project?

2. What is the budget for this project?

3. Who is responsible for this project?


29/31


Step8


Scheduling Message repetition Frequency Scheduling pattern (optional): continuous, flighting, pulsing or massing?

Timeline for each tactic?

Assigned manager for each tactic?


30/31


Step8

Budget

Budget line items: Personnel Materials Media costs Equipment and facilities

Administrative itemsFull-cost budget?

Break-even point?

Per-capita cost?


31/31


Step8





tactics phase in communication strategy

Documents