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Tactics

MARCH 21, 2017


Value
Adventure
Presented by Jorgi Henson-Miller
Announcements
Final Exam
Thursday, May 11
7:50 9:50 a.m.
Capen Auditorium

Get Involved Project


Tuesday, March 28
8 a.m.
Defining Public Relations and the Strategic
Communication Pyramid

Tactics
Strategy
Objectives
Goals
Mission/Vision
Objectives to Support TOMS
Goal: To donate 100,000 pairs of TOMS to those in need.
Objective 1: Increase sales by 25 percent among 18 25
year olds each quarter.
Strategies:
1. Event Strategy
2. Social Media Strategy
3. Promotion Strategy
Objectives vs. Strategy
Objectives
Specify the desired effect
Quantify the desired effect (goal)
Identify the target audience
Establish a target date
Strategy
Identify categories of activities that apply to one or more
objectives
Lead to selection of cohesive tactics per strategy
Appropriate to client and target public
Strategy Platform
Creativity & Innovation needed
Research competitors
Brainstorm
No copyright on strategy
Collaboration
With PR colleagues
With client
With others impacted
Plans
Tyler, what are tactics?
The specific forms of discourse you create or activities you
will do that:
Fit within the strategy statements
Achieve the stated objectives associated with them
PR professionals know that the target public will use them and
like them
Tactics list
PR Discourse Genres*
Advertisements Magazines Press releases
Advertorials Matte releases Public service announcements (PSA)
Annual reports Media advisories Satellite media tours (SMT)
Articles Meetings Social media (each specific one)
Audio news releases Mobile phone apps Speeches
Backgrounders Newsletters Tip sheets
Biographical statements Photo news releases Video news programs
Brochures/Pamphlets Pitch calls Video news releases
Case studies Pitch letters Weblogs (Blogs)
Fact sheets Podcasts Websites
Flyers Posters White papers
Frequently asked questions (FAQ) Prepared statements Wikis
Interviews Press conferences Written correspondence
Issue reports Press kits

* Smudde (2000, 2004, 2011; 2014); Smudde & Courtright (2012)


Tactics are the tools of the PR
toolbox
Todays Focus on Tactical Elements
News Release
Interviews & News Conferences
Events
Social Media tactics
News Release (Media Release)
Primary purpose: dissemination of info to the mass media
Not paid advertising
Content judged by: newsworthiness, timeliness, potential interest to
reader
Timing and before writing
Answer:
What is the key message?
Who is the primary audience?
What does the target audience gain from the product or service?
What objective does the release serve?
Content of News Release
Think of a news release as a news story
The only difference between a news release and a news story written by
media professionals is perspective the facts and elements are the same.
Gatekeepers respect PR people who can write news instead of writing
fluff.
Write about people they can tell the story and make events relatable.

Inverted pyramid of writing


First paragraph summarizes the most important part of the story
Following paragraphs provide details
Successful News Release Traits
Identify yourself and your client (heading)
Write professionally
Write about people
Pick an angle
Start strong (people read anything as long as its interestingand not a
minute longer!)
Use anchor text and features (pictures, videos, logos, stat or note boxes, etc.)
Stick to the facts (NEVER assume, or make things up!)
Toot your clients horn with facts and quotes
Use an active voice
Be concise
Limit jargon (write out ALL abbreviations in first reference)
Ranlys 7 Cs for Writing
Credibility
CLEAR -- Simple sentences, short paragraphs and familiar language give the reader an easier time to
navigate the facts and enjoying the writing. Avoid jargon and, when in doubt, define terms.

CONCISE -- Cut the copy. Today's readers have more distractions and more demands on their 'reading
time' than any other. Keep the story on point and don't feel compelled to include every available
facts.

CORRECT -- Editing and proofreading are the keys to making the information correct and accurate.

COMPLETE --Who, what, when, where, why and how (5 W's and H) are still the essence of journalistic
writing. Now, 'So What?" has become a key factor--involve the reader in the story by using RP (real
people) as examples and guides and make sure you answer RA (who gives a rat's a--?) in the story.

CONSISTENT -- Using appropriate stylebook to the audience, plus appropriate and consistent point of
view, makes reading easier.

COHERENT -- Transition is the key to coherence. Outlining stories before writing, or 'pre-writing'
certain aspects of the story can provide the basis for cohesion, but transition is always necessary.

CREATIVE -- Be interesting. Be audience-based. Use nouns, not adverbs and adjectives to describe.
Use examples. Make/use comparisons, similes, metaphors, measurements.

Dr. Donald Ranly, professor emeritus, University of Missouri School of Journalism & noted member of
the Missouri Group of journalism textbook authors.
Interviews
[COURTESY OF Rick Jones]
Profile Interview
An hour long interview, typically, results in a published story of 400-600
words
Informal setting
Interviewee has no control over what is published, but can exercise self-
control in answering the questions
News Conferences
[COURTESY OF Rick Jones]
News Conferences
Communication is two-way
Circulates quick, widespread information
Open to all interested media
Events
Reach public on a one-on-one basis and attendees are more involved
because events involve the five senses
Examples of events:
Group meetings
Banquets
Receptions and Cocktail parties
Open houses and plant tours
Conventions
Trade shows
Promotional events
Events
Social media
Circulates quick, widespread information

Effective way to grow in numbers


Social media platforms
Social media
Objectives to Support TOMS
Goal: To donate 100,000 pairs of TOMS to those in need.
Objective 1: Increase sales by 25 percent among 18 25
year olds each quarter.
Strategies:
1. Event Strategy
2. Social Media Strategy
3. Promotion Strategy
Tactics: What do you want to do?

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