[SOUND]

Hi, in module three,

we covered the public relations process and PR strategy.

In this module, we will cover PR tactics.

Once we discuss tactics we will shift to retention

to discussing the trends in the PR industry.

Finally, we will wrap up the course by discussing some key global trends and

the ways in which PR can respond to these global trends.

Hopefully, this will give you a sense of public relations for the future and

the ways in which PR can work towards creating a sustainable, global space.

Now tactics is the most fun element of the PR process,

where you get to demonstrate your creativity.

Over the years the many PR campaigns I have worked on,

this has been the most enjoyable part of the process,

trying to come up with creative tactics, coming to stories,

creating these stories, shooting videos, putting them together.

You see, coming up with these tactical elements is a creative process,

and often it's this creativity that we most enjoy about communication or

that draws us into communication.

However, remember, your tactics are the implementation of your strategy.

So remember, when I used to work in an advertising context,

there used to be great copywriters who had great copy to write,

and the copy could be really fashionable or poetic.

But to the extent that it didn't deliver the strategy, it didn't work.

So, when you think about tactics and creativity.

Remember, the good tactics are those that are informed by strategy,

but locally that, good tactics are those that actually execute or

carry out the strategy.

So tactics in the sense of the visible elements of the communication process that

is actually the story, the ad that you're seeing being executed.

These are the communication materials and communication avenues through which

your organization interacts with its publics.

So these are the communication materials you're creating, you're crafting and

putting out.

So in terms of tactics there is a lot of writing that go into tactics.

But also, there is a lot of video making, editing, story crafting,

acting, depending upon what your communication materials are.

Your press release, your website, your tweets, your YouTube videos,

or your press conference are all examples of tactics.

Now, there are some jobs in PR that are simply tactical or

that are built around tactics.

Let's take event planning for example, so there are PR

jobs that are simply built around events management and events planning.

So, an event planner is a PR tactician that is implementing

continually the tactic of putting together various kinds of events.

Similarly, a tactician can be a writer or

an in-house journalist, who is simply putting out press releases.

Now, Professor Smith, whom we had discussed earlier when we were talking

about strategy, offers us a framework for categorizing tactics on the basis of

the channel type, the type of communication channel that is being used.

Now, according to him, there are four kinds of communication channels for

delivering your tactics.

There are the interpersonal communication channels where you have interpersonal,

face to face interaction, between the organization and its publics.

Then you have organizational media channels.

These are media channels that are owned by the organization.

So, your brochure or

your annual report are examples of organization media channels.

News media channels, things like news people, so television news

that can subsidize your story, which is called information subsidy,

in the sense that they carry your story without you having to pay for it.

And then there are advertising and promotional media channels.

These are where you promote or advertise your product, service or idea and

where you actually pay for the time or the space on these communication channels.

Now, in this segment of the lecture we will be focusing on discussing

specifically interpersonal communication channels.

These are channels of face to face interaction as I was saying earlier

between the organization and its publics.

Such interpersonal channels can offer direct mechanisms for

the organization to keep the message to the publics.

Meaning that, you can actually interact one-on-one with the publics,

through these interpersonal communication channels.

You can take your message to the publics.

You can listen to the publics.

And really these are the kinds of channels through which if you would like,

you can create two-way symmetrical dialogue.

Now, one set of interpersonal channels offer avenues for high levels of personal

involvement, meaning that your publics are highly involved in the channel,

there is intense one on one interaction, and you as an organization,

your spokespersons are also involved in this one on one interaction.

Personal involvement channels such as site visits,

visits to the site of the organization.

Factory tours, tours of the factory floor, or

door to door canvassing offer avenues for face to face interaction for

informing, educating, persuading, or dialoguing.

Now such channels may be located at the organization,

meaning the channel might be placed at the organizational site itself.

Such as sight visits when you're actually going to the organization and

visiting the organization.

An open house, once again with the organization opens up its space and

various stakeholders come through the organization.

And shadow programs, for instance, where you can actually shadow someone in

the organization to get a sense of what it is like to work in the organization.

These are all examples of insight into positive communication channels.

All these channels may be located in audience sites where

the organization actually goes to its publics.

Such as door to door canvassing.

So, you're an organization for whom a particular issue is salient so

you might decide to do door to door canvassing, go from door to door and

talk to your key stakeholders and your key publics about the key issues.

Or in-home demonstration, where you take a product, a service, an idea

in to the homes of your stakeholders and demonstrates, you're actually explaining

the process, walking through the process and generating one on one interaction.

Another set of interpersonal channels are information exchange channels.

These are channels for which you exchange information for organizations to share

information with the publics through face to face interaction.

Events such as educational gathering, speeches, meetings, rallies,

and trade shows are examples of information exchange channels.

Now these information exchange channels are typically group channels,

meaning the organization typically is meeting people

in large groups within either the organizational site or some other site.

Finally, interpersonal channels will also be

special events where organizations interact with their publics.

Events such as fundraising activity, social events, sporting activities, and

civic events are some examples of special events.

Now you see, the type of interpersonal channel you would pick up for

your PR plan depends upon

the goals they would like to accomplish as well as your broader strategy.

Personal involvement channels, for instance,

are effective when you're strategic framework emphasizes

high level of public involvement, public conversation or dialogue.

When you, for instance, need to take public inputs,

these personal involvement channels might be very effective.

Information exchange channels work well when you seek to share information

with your publics through demonstration, by showing things.

Special events work well in building relationships with your publics, or

in creating sustainable spaces of conversation with your publics.

So through special events you're actually creating

networks of emotional attachment with the organization where the public is

connecting with your organization around an issue.

Consider carefully your communication objectives and

your overall strategic framework in developing your tactics.

Right now we talked about interpersonal channels, think about the ways in which

you might incorporate these channels into your tactics.

Be sure to be able to justify them, offer clear rationale so that they are playing

out how your strategic framework plays out that use of communication.

* Interpersonal Channels

公共关系学毕业项目

与讲师见面