Valuable ideas and various goals allow for a dynamic and achievable PR campaign. To achieve these goals, there is a significant need for an organization that will help develop tangible results. Executing the tactics once written on paper and now used in real life can be challenging. In reality, the transition of using tactics is known as the implementation phase of a PR campaign. According to Strategic Planning for Public Relations by Ronald D. Smith, the two aspects of implementation are "turning your inventory of tactics into a logical and cohesive program and dealing with the specifics of scheduling and budgeting." When researching tactics and adhering to message strategy, you will have diverse ideas and tactics to help you reach your desired audience. It is essential to remember to pay attention to implementing tactics and communicating your strategy. Consider how you might package your tickets when presenting your communication plan. Some PR professionals wish to package the tactics around themes associated with strategic planning. Here are some examples of ways you can package your tactics:
1. By Media
This packaging method includes taking all the different tactics and organizing them by the media category into which they fall. This is a common starting place for packaging tactics, but there are better methods for the presentation part of your tactics. A media presence helps them stay connected with their audience and keep them in the loop. Therefore packaging by media helps understand how the audience might receive the message or be influenced by the media.
2. By Public
Packaging by the public allows the PR professional to outline the tactics based on which key audiences they are trying to communicate with. Since each audience is different, the messages need to be altered to fit the public being targeted. This approach makes the tactics more intentional as they target their audience with the hopes of them understanding the message better.
3. By Goal
The packaging-by-goal method is pretty self-explanatory. These tactics are developed by the typical research phase and then outline the goals related to the problem. After identifying the initiatives for each goal, the rest of the plan is focused on each action. This helps separate all of the tactics and look in-depth at the goal they will be achieving.
4. By Objective
Packaging by objective is a combination of by goal and by public packaging methods. This approach focuses more on objectives with a PR campaign. These objectives are an essential and fundamental part of the campaign and rely on identifying the key public.
5. By Department
Packaging by the department is unique as it organizes the proposed tactics in parallel with the pre-existing organizational structures. This approach is dynamic and best used when the client has strict rules on their departmental setup. It should be executed when the campaign's focus revolves around the elements of the company's internal setup.
Sources:
Celsi, C. (2014, July 8). PR Goals, Objectives, Strategies, and Tactics: How to Tell the Difference. Www.linkedin.com. https://www.linkedin.com/pulse/20140708131724-5005043-pr-goals-objectives-strategies-and-tactics-how-to-tell-the-difference/
Malik Bilal. (2021, September 21). 4 Amazing Examples of PR Tactics and Strategies that Work Uniformly Across Verticals. TOP Agency. https://topagency.com/blog/pr-tactics-and-strategies/
Smith, R. D. (2020). Strategic Planning for Public Relations (6th ed.). Taylor & Francis. https://online.vitalsource.com/books/9781000201468
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