Tactical Review – Blog Journal – Week 5 – Louis Lee

Based on readings from Media Relations, Chapter 4,  Tactical Approaches for Successful Media Relations.

Like a military campaign, media relations tactics are what make up the individual components of the greater strategy, much like Stanton’s vehicle analogy, without individual tactics to achieve its goals by sequence, the greater strategy cannot be completed.

The central tactic of media relations is the press or media release, or the supply of information on issues and events to the media (usually in print/written form), as not only does it gives awareness towards a particular campaign event, but it also informs the media of one’s intentions and policies.

Tactics usually come in the following styles:

  • Written tactics (Basis of campaign’s meaning. capable of mutual overlap, quick and easily read and understood. Includes uncontrolled tactics such as backstories, feature stories and letters to the editor, and controlled tactics such as newsletters, flyers, handbooks, pamphlets, brochures and annual reports, the determinant of an agent or outside force that exerts action on them being the difference.)
  • Spoken tactics (Those campaign tactics of a more personal, oratory nature. Includes speeches, interviews, face to face meetings, word of mouth and radio broadcasts.)
  • Acted tactics (Those tactics that require an “on the street” approach. Includes press conferences, television community service announcements, community meetings, demonstrations, factory tours, trade displays and muppet sho-I mean street theaters.)
  • Imagined tactics (Those tactics that have no basis in reality but require planning, development and production anyway. Includes interventions, pictures, videos, drama and music.)

Reference:

Stanton, R. (2007). Media Relations, Oxford University Press Melbourne.

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