Chapter 7 - Strategy, planning and scheduling
In: Public Relations: theory and practice
edited by Johnston, J. & Zawawi, C.
Crows Nest, NSW, Allen & Uniwin, 2004, pp. 169-196
Chapter 8 - TACTICS
In: Public Relations: theory and practice
edited by Johnston, J. & Zawawi, C.
Crows Nest, NSW, Allen & Uniwin, 2004, pp. 137-231
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Chapter 7 was not really new because we already had to read it for week 5. Therefore I just overflew it and read just the high-lightened parts – and I still think that the chapter gives a good overview and guidance about PR strategies and their application in the practice. Also the explanations about the “flow” and “Gantt” charts as well as the case studies were still interesting.
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The chapter about tactics was a continuance of it, because strategy and tactic belong together, even though the must not be confused. The author refers to that in the introduction, arguing that “every tactic must relate directly to its defined purpose: achieving the strategic outcome” (p. 198). The chapter itself was easy to read and very straightforward, for me the introduction and the case study in the end were the most interesting parts. Regarding the introduction I really liked the notions about the information overload in our contemporary society, which makes the choice of (the right) tactics more complex and critical. Also the argument that successful PR doesn’t necessarily need a multitude of different tactics and that it often needs tactics that are not overt or keeping you out of public spotlight animated me to have some further thoughts…
The main part with “methods of delivery” and “tactic selection” was useful to get a good overview, but eventually there is nothing really outstanding that I have to mention here. The case study in the end was interesting, because it showed, how different tactics were coming together to achieve a coherent strategy. And it gave a proof of the notion from 216 that photographs as a visual medium are very effective – I assume that this pictures of the “emotional rescue stories” and the “human-interest stories” were the central point in this campaign to gain attention, emotional involvement and positive perception of the audience. And all these pictures (I assume) showed the helicopters branded with the ENERGEX logo…
Ok, that’s so far everything, I’m looking forward to the last reading next week and ending this reading-blog-assignment…
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2 comments:
Robert, you really are a very entertaining person :) I agree with what you said about tactics and strategy belonging together. I think that you would eb hard pressed to find a campaign that does not incorporate both of these aspects together.
And i too, am looking forward to the end of this assignment.
I too just flew through chapter 7. I found chapter 8 quite interesting as it reinforced what I had read in chapter 7. I agree with you that tactics and strategies go hand in hand. The case study was very interesing and highlighted the fact that tactics and strategies are needed in a campaign.
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