Action and response strategies are extremely important for an organization to interact with its publics. There are two main types of strategy that I will focus on in this blog: proactive strategy and reactive strategy.
Proactive Strategy
In our textbook, Strategic Planning for Public Relations, Ronald D. Smith describes proactive strategy as an approach to organizational strategy that enables an organization to take the initiative in engaging its publics by launching a communication program under the conditions and according to the timeline that seems to best fit the organization’s interests.
Using a proactive strategy means taking the initiative to engage your publics and gain control of your campaign; usually this type of strategy is the most effective. Under proactive strategy there are two different types: action and communication.
Action Strategies
An action strategy involves organizational performance, audience participation, special events, alliances and coalitions, sponsorships, and strategic philanthropy. These 8 categories are used in order to achieve the organization’s objectives.
Communication Strategies (283)
A communication strategy involves publicity, newsworthy information, generating news, news pegs, and transparent communication. With all of these categories you want to gain media credibility. This is very important because the media will bring attention to your organization and the campaign itself. This will reach your publics and bring in more recognition for your organization.
Proactive strategies are the best types of strategies to use at any organization. These strategies will increase brand awareness, build customer loyalty and save money in the long run because you decrease the chances of running into a crisis when you have the power.
Reactive Strategy
A reactive strategy is the opposite of a proactive strategy. Smith defines reactive strategy as an approach to organizational strategy in which an organization responds to influences and opportunities from its environment. This type of strategy is most commonly used in a crisis.
There are 7 different types of reactive strategies: pre-emptive action, offensive response, defensive response, diversionary response, vocal commiseration, rectifying behavior, and deliberate inaction. By using these strategies, you will apply the concept of apologia which is when you will manage your organization's reputation and acknowledge accusations of wrongdoing against your organization. You will also come across the theory of accounts which is when you use responsive communication to manage your relationships during a crisis. When using a reactive strategy, image restoration is extremely important. If you do not do anything to rebuild your image or brand then your organization will fall apart.
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