To achieve campaign success, the research and strategy portions of the campaign must be thoroughly developed as they are essential to the final results. The tactics within a campaign bring awareness to the message being distributed. Tactics are vital for the campaign strategy. Tactics are social action activities that you use to achieve your goals and objectives but the strategy is the sequencing of these in a logical and strategic way. Communication tactics are organized into five different categories. According to Strategic Planning for Public Relations by Ronald D. Smith, the five types of tactics are interpersonal communication, shared media, owned media, earned media, and paid media. Each tactic has a purpose and an overall goal as to how they want to reach the desired audience.
Get To Know the Tactics
These tactics are effective when used properly. They all have different ways to help push information out to audiences.
Paid Media- Paid media is content that requires payment. This can be seen through sponsorships on podcasts or ads on social media platforms. This can allow a user to click on the ad and land them on another page where they can be influenced on the desired topic due to the paid ad. An example of paid media is a pop-up this is described as a small ad that pops up as visitors browse a website (these can be triggered depending on time, clicks, exit intent, etc.)
Owned Media- Owned media is the information that an organization put out itself. Owned media is controlled. This is considered the final destination as paid and earned media push users to the owned media. The final destination in regards to media can be seen as a website, newsletter, and blogs. This information is produced by the company.
Earned Media- Earned media is a conversation around the brand/organization that comes from the public. The company/organization "earns" the media by information the public puts out on their behalf. An example of earned media can be seen as an Instagram mention when someone visits your shop, an unsolicited Yelp review and even a reshare of your blog post.
Shared Media- Shared media is content/communication channels that are not formed by the organization. It is content that is shared about the brand. It is very similar to earned media but still has distinct differences as it is user-generated content and social media.
Interpersonal Communication- This tactic is different than the ones listed above as it is face-to-face conversations between the organization and its publics. Interpersonal Communication tactics allow the ability to share information and express thoughts. Effective interpersonal communication is the bedrock upon which interpersonal relationships in business (and beyond) are built. Effective communication is the catalyst for action. When it’s done right, it can truly turn ideas into action.
If companies and professionals use these tactics they can lead to exciting opportunities which can excel your company's brand.
Sources:
Howell, D. (2020, September 2). Interpersonal Communication: How To Improve It And Why It Is a Must-Have Business Skill - Beekeeper.www.beekeeper.io/. https://www.beekeeper.io/blog/interpersonal-communication/
James Whelan. (2019, April 12). Elements of Campaign Strategy. The Commons. https://commonslibrary.org/elements-of-campaign-strategy/#:~:text=for%20each%20objective
Smith, R. D. (2020). Strategic Planning for Public Relations (6th ed.). Taylor & Francis.
Wasyluk, A. (2019, September 25). The Only Earned Media Strategy You’ll Ever Need. Sprout Social. https://sproutsocial.com/insights/earned-media-strategy/
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