SELECTING COMMUNICATION
TACTICSCraig CarrollJan 2012
Conv
entio
nal
Com
mun
icati
on T
actic
s Controlled vs. Uncontrolled
Internal vs. External
Mass Media vs. Targeted
Public Media vs. Nonpublic
Print vs. Electronic
Relationship Between Audience Reach and Persuasive Impact
Audience Reach
Persuasive Impact
Advertising & Promotional Media
News Media
Organizational Media
Interpersonal Communication
Strategic Implications
1. Will this tactic help the organization to interact with the appropriate public?
2. What level of impact will this tactic make on the key public?3. Will this tactic advance the organization
a. Toward its awareness objectives?b. Toward its acceptance objectives?c. Toward its action objectives?
4. What is the main advantage of this tactic?5. What advantages does this tactic offer that other tactics do
not offer?6. Are there any disadvantages to this tactic?
Interpersonal Communication
Personal Involvement1. Organizational Site
Involvement2. Audience Site
Involvement
Information Exchange1. Educational Gatherings2. Product Exhibitions3. Meetings4. Demonstrations5. Speeches
Special Events1. Civic Events2. Sporting Events3. Contests4. Holiday Events5. Progress-Oriented Events6. Historic Commemorations7. Social Events8. Artistic Events9. Fund Raising Events
Organizational Media
General Publications1. Serial Publications2. Stand-alone Publications3. Progress Reports4. User Kits5. Research Reports6. Miscellaneous
Direct Mail1. Memo2. Letter3. Postcard4. Invitation5. Catalog
Electronic Media1. Audio Media2. Video Media3. Digital Media4. Electronic Publishing
Social Media1. Wiki2. Media3. Blog
News Media
Direct News1. News fact sheet2. Event listing3. News release4. Feature release5. Actuality6. Audio news release7. Video B-roll8. Video news release9. Social Media release10. Photo and caption11. Media Kit
Indirect News Material1. Media advisor2. Story idea memo3. Query letter
Opinion Material1. Position statement2. Letter to the editor3. Guest editorial
Interactive News1. News interview2. News conference3. Studio interview4. Satellite media tour5. Editorial conference
Survey on Media Relations Practices
• 79% use the Internet to conduct research• 70% say they follow at least one blog• 50% say PR people don’t understand the
media• 48% say phone calls are a waste of time• 52% disagreed that PR practitioners do not
tell the truth• 78% prefer to receive news releases via email
Advertising & Promotional Tactics
Print Advertising Media1. Magazine advertising2. Newspaper advertising3. Directory advertising4. House advertising
Electronic Media Advertising1. Television Commercial2. Cable TV advertising3. Radio commercial4. Digital media advertising
Out-of-Home Advertising1. Outdoor poster2. Arena poster3. Signage4. Out-of-home video5. Transit advertising6. Aerial advertising7. Inflatable
Promotional Items1. Clothing2. Costume3. Office accessory4. Home accessory
QUESTIONS?