Week 9

I think a key point to take note of is the difference between strategy and tactics. Strategy is the overarching plan that allows the PR practitioner to help ensure that organizational goals and objectives are achieved. Strategy will then determine the range of tactics used.
I realized from the readings that budgeting is very important. No matter how grand or well-thought of the tactics are, the company’s budget may affect and limit the choice of tactics being used. Thus as mentioned throughout the text, it is important to take into consideration the budgetary constraints of the organization.
I have always thought that media relations are the most effective way of bringing across a message and of achieving public relations objectives. However, after reading chapters 7 and 8, I realized that it may not be so. Although media relations offer the possibility of free advertising, thus achieving cost effectiveness, it may not necessarily always work. Outcomes cannot be controlled or guaranteed, and the media statement may have the potential to turn negative. Thus this tactic has to be carefully planned and considered before carrying out.
Most organisations and schools publish their own newsletters. I surveyed several working adults and realized that these newsletters are often perceived to be boring and are usually tossed aside. I learnt that for newsletters to be attractive, they have to be written conversationally and have to meet the primary needs of the recipient. Otherwise they will probably end up in the trash bin.
In conclusion, no matter which tactics the PR practitioner employs, it is vital that these tactics relate back to strategy.