So wasn't I confused this week, chapter 7 must be very important considering we actually had to read it for week 5!
I found from this weeks reading the most important thing to understand is that there is a very big difference between strategies and tactics.
A strategy is the overall plan, the tactics are what you do within the strategy.
Tactics are devided into controlled; advertising, brochures, posters, mail, etc. Uncontrolled; media relations.
I believe it is important to have both types in a strategic plan for the best possible outcome. The reason I believe this, while the public often view what the media report on as 'news'. Controlled tactics are seen as true public relations.
Working together will get the best coverage.
I won't go into strategy planning too much seeing as I have already expressed my feelings on this; but I stand by that it is important to have clear goals, clear communication and measurable evaluations (ALL WITHIN THE BUDGET).
I believe this weeks readings (even the re-reading of chapter 7) will come in handy with the major assignment hanging over!
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3 comments:
Michelle I agree on the importance of developing your strategy first as sometimes people will go straight to a discussion of tactics and wouldn't it be good to do this or that without considering why we are utilising this particular tactic i.e. we chose this tactic as it fulfills this strategy that we decided on because of the research and analysis that we undertook previously. This is what we looked at in class today. Please access the material on Blackboard.
Hey, in my comment to me you said that you have learnt “evaluation is the key to your next big success." After reading the reading for week 11, I agree, as I have learnt that research to evaluate tactics during a campaigns implementation and after, allows you to assess the success of your campaign, ie) if recipients understood your messages and if the overall aim of the campaign was achieved. This therefore allows you to make alterations that will benefit your campaign and consequently lead to your success, just as you stated.
Michelle,
I agree with you point that the most important thing to understand from the reading was the difference between strategies and tactics. I am one of the people who like to interchange these words! Now I know that they are, in fact, different!
I also found the section surrounding controlled and uncontrolled tactics to be important. This was very insightful into public relations practice.
Very easy to understand and helpful blog - well done!,
Gabby
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