So, what are communication tactics you may ask? Well, it's simple. Communication tactics are the visible elements of a strategic plan; it is what the audience sees and does.
Examples of Communication Tactics:
websites and news releases
tours and billboards
ads and special events
tweets and blogs
Interpersonal Tactics
In our textbook, Strategic Planning For Public Relations, Ronald D. Smith describes interpersonal tactics as communication tactics that do not involve media. They offer face-to-face opportunities for personal involvement and interaction.
Interpersonal communications tactics are controlled tactics which means that the organization can control the message that is being delivered and monitor how. the message comes across in order to help reach the organization's objectives. These tactics are also fairly inexpensive and have the potential to make a strong impact. The downside is that interpersonal tactics do not reach as many people compared to other forms of communication tactics. Generally, this type of tactic is geared toward information-seeking publics.
Categories of Interpersonal Tactics:
Personal Involvement (organizational-site/audience-site involvement)
Information Exchange (educational gathering, product exhibition, meeting, public demonstration, speech)
Special Event (civic/holiday/progress-oriented/sporting/fundraising/social/artistic/ publicity event, contest, historic commemoration)
Owned Media Tactics
Owned media described in our textbook, Strategic Planning For Public Relations by Ronald D. Smith, is defined as communication channels that are published or produced by the organization and that organization has complete control over. This type of media is controlled, internal, and nonpublic. A benefit of owned media is that these tactics can be tailored to specific publics and addressed to both internal and external publics. Owned media tactics are more likely to be successful than news and advertising tactics!
Categories of Owned Media Tactics:
Electronic Media (audio/voice media, presentation software, online publishing)
Digital Media (email, mobile device, e-publishing, website, news aggregator, blog, online fundraising, crowdsourcing)
Print/Online Publication (serial/stand-alone publication, reprint, user kit, corporate/research report)
Direct Mail (letter and catalog)
Shared Media Tactics
Shared media tactics are communication channels that are not controlled by the organization. However shared media provides user-generated messages that are shared on social media platforms. This type of tactic implements a variety of interactive media where the audience contribute to the development and presentation of the message.
Shared media is probably the number one used communications tactic by everyone. Majority of the population today uses some form of social media to share whatever they want. Most Americans today trust shared media over advertising. Celebrities, world leaders, CEOs and more make use of shared media to announce, comment, criticize, berate, engage, retweet, and reblog messages. Shared media is also very useful in cases of emergency.
Categories of Shared Media Tactics:
Microblog (Twitter and Tumblr)
Online Social Network (Facebook, LinkedIn, Rallypoint, Ryze)
Photo Sharing (Flickr, Instagram, Snapchat, SmugMug)
Video Sharing (YouTube, TikTok, Vimeo, DailyMotion, SchoolTube)
Instant Messaging (WhatsApp, GroupMe, Skype)
Question-Answer Site (Quora, Reddit, Yahoo Answers)
Earned Media Tactics
Earned media tactics are journalism-based communication channels. They are basically when an organization is written about or mentioned without paying someone to do so. These tactics involve news media, therefore they are vehicles for organizations to present newsworthy information to various audiences through media with differing needs.
The benefits of earned media includes: news media generally reach large audiences, there is little to no cost, added credibility, and it reaches passive audiences.
Categories of Earned Media Tactics:
Television
Radio
News Blog
Newspaper
Magazine
Paid Media Tactics
Paid media is any media associated with advertising and promotion. Contrary to popular belief, advertising is not only done to market a product or service, infact, advertising can serve the public relations goals of an organization as well. Paid media is a type of controlled media that combines organizational media and news media together. Because it is controlled, it allows the organization to oversee the message and the details of it. The downsides to paid media are that it lacks credibility from third-party endorsments and it is very cost heavy. This tactic is often used as a lest resort.
Categories of Paid Media Tactics:
Print Advertising Media (newspaper/magazine ads)
Electronic Media Advertising (TV commercial, stealth ad, cable TV ad, digital media ad, long-form TV and radio, infomercial)
Out-of-Home Advertising ( outdoor poster, signage, out-of-home video, transit advertising, miscellaneous)
Promotional Items (clothing, costume, office/home accessory)
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