Phase Three TACTICS

Step 7 Choosing Communication Tactics Step 8 Implementing the Strategic Plan

Step 7 Choosing Communication Tactics

Conventional Communication Categories Strategic Communication Categories Interpersonal Communication Techniques
The Strategy of Interpersonal Communication Tactics Personal Involvement Information Exchange Special Events

Step 7

Phase Three

Step 7: Choosing Communication Tactics

Choosing Interpersonal Communication Tactics

Phase Three Step 7

Basic Planning Questions 1. What interpersonal communications tactics will you use? 2. How will these tactics help the organization achieve its objectives? 3. What resources will these tactics require?

Step 7: Choosing Communication Tactics

Expanded Planning Questions A. Selection of Tactics Personal Involvement Organizational-site involvement Plant tour, open house, test drive, trial membership, free class, sample, shadow program, ride-along, premiere Audience-side involvement Door-to-door canvassing, in-home demonstration, petition drive Information Exchange Educational Gathering Convention, council, convocation, synod, conclave, conference, seminar, symposium, colloquium, workshop, training session Product Exhibition Trade show Meeting Annual stockholder meeting, lobbying exchange, public affairs meeting
Phase Three Step 7

Step 7: Choosing Communication Tactics

Demonstration Rally, march, demonstration, picket, boycott Speech Question-answer session, oration, talk, lecture, guest lecture, address, keynote, sermon, homily, panel, debate, speakers bureau, forum, town meeting Special Event Civic event: fair, festival, carnival, circus, parade, theme event Sporting event: tournament, marathon, triathlon, outdoor spectator event, meet, field day Contest: science fair, spelling bee, beauty pageant, talent contest Holiday event: civic, cultural, religious Progress-oriented event: procession, motorcade, grand opening, groundbreaking, cornerstone, dedication, ribbon cutting Historic event: founders day, anniversary, centennial, play, pageant, caravan Social event: luncheon, dinner, reception, tribute, banquet, roast, awards, recognition, fashion show, tea Artistic event: concert, concert tour, recital, play, film festival, art show, photo exhibit Fundraising event

Step 7

Phase Three

Step 7: Choosing Communication Tactics

Choosing Communication Tactics

Basic Planning Questions 1. What is the key message that forms the basis of this public relations or marketing communication program? 2. How does this message use a rational appeal? 3. How does this message use an emotional appeal?
Phase Three Step 7

Step 7: Choosing Communication Tactics

B. 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 toward its awareness objectives? 4. Will this tactic advance the organization toward its acceptance objectives? 5. Will this tactic advance the organization toward its action objectives? 6. What is the main advantage of this tactic? 7. What advantages does this tactic offer that other tactics do not? 8. Are there any disadvantages with this tactic? If so, what are they?
Phase Three Step 7

Step 7: Choosing Communication Tactics

C. Implementation Items 1. How much will it cost to implement this tactic? Is the cost justified? Is the cost practical, based on the organizations resources? 2. How much staff time will it take to implement this tactic? Is the time practical, based on the organizations resources? 3. What level of skill, equipment and expertise is needed to implement this Step tactic? Is 7 the needed level available within the organization? Is the needed level available from outside sources?
Phase Three

Step 7: Choosing Communication Tactics

Choosing Organizational Media Tactics

Phase Three Step 7

Basic Planning Questions 1. What organizational media tactics will you use? 2. How will these tactics help the organization achieve its objectives? 3. What resources will these tactics require?

Step 7: Choosing Communication Tactics

Expanded Planning Questions

Phase Three Step 7

A.

Selection of Tactics

General Publications Serial publication: newsletter, house organ, bulletin Stand-alone publication: brochure, leaflet, folder, pamphlet, booklet, tract, circular Reprint, internal news release Progress report: annual report, quarterly report User kit, teacher kit Research report

Step 7: Choosing Communication Tactics

Direct Mail Memo, appeal letter, marketing letter, postcard, invitation, catalog Miscellaneous Print Media Poster, window display, bulletin board, suggestion box, pay stuffer, bill insert, door hanger, business card, certificate, proclamation Audiovisual Media Audio: Telephone, dial-a-message, recorded information, demo tape, demo CD Video: Nonbroadcast video, corporate video, internal video, video conference, teleconference, slide show Computer-based media: e-mail, listserv, news group, Web site, homepage, Web TV, Web radio, touch-sensitive computer

Step 7

Phase Three

Step 7: Choosing Communication Tactics

B. Strategic Implications For each item identified, answer the following questions: 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 toward its awareness objectives? 4. Will this tactic advance the organization toward its acceptance objectives? 5. Will this tactic advance the organization toward its action objectives? 6. What is the main advantage of this tactic? 7. What advantages does this tactic offer that other tactics do not? 8. Are there any disadvantages with this tactic? If so, what are they?

Step 7

Phase Three

Step 7: Choosing Communication Tactics

C. Implementation Items 1. How much will it cost to implement this tactic? Is the cost justified? Is the cost practical, based on the organizations resources? 2. How much staff time will it take to implement this tactic? Is the time practical, based on the organizations resources? Step 3. What level of skill, equipment and expertise is needed to implement this 7 tactic? Is the needed level available within the organization? Is the needed level available from outside sources?
Phase Three

Step 7: Choosing Communication Tactics

Strategic Planning Exercise: Choosing News Media Tactics

Phase Three Step 7

Basic Planning Questions 1. What news media tactics will you use? 2. How will these tactics help the organization achieve its objectives? 3. What resources will these tactics require?

Step 7: Choosing Communication Tactics

A. Selection of Tactics

Expanded Planning Questions

Phase Three Step 7

Direct News Material News fact sheet, event listing, community calendar, interview notes, news release, feature release, actuality, video B-roll, video news release, photo and caption, media kit Indirect News Material Media advisory, story idea memo, query letter Opinion Material Position statement, white paper, contingency statement, standby statement, letter to the editor, guest editorial, op-ed piece Interactive News Opportunity Interview, news conference, studio interview, satellite media tour, editorial conference

Step 7: Choosing Communication Tactics

B. 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 toward its awareness objectives? 4. Will this tactic advance the organization toward its acceptance objectives? 5. Will this tactic advance the organization toward its action objectives? 6. What is the main advantage of this tactic? 7. What advantages does this tactic offer that other tactics do not? 8. Are there any disadvantages with this tactic?
Phase Three Step 7

Step 7: Choosing Communication Tactics

C. Implementation Items 1. How much will it cost to implement this tactic? Is the cost justified? Is the cost practical, based on the organizations resources? 2. How much staff time will it take to implement this tactic? Is the time practical, based on the organizations resources? Step 3. What level of skill, equipment and expertise is needed to implement this 7 tactic? Is the needed level available within the organization? Is the needed level available from outside sources?
Phase Three

Step 7: Choosing Communication Tactics

Choosing Advertising and Promotional Tactics

Phase Three Step 7

Basic Planning Questions 1. What advertising media and promotional tactics will you use? 2. How will these tactics help the organization achieve its objectives? 3. What resources will these tactics require?

Step 7: Choosing Communication Tactics

Expanded Planning Questions

Phase Three Step 7

A. Selection of Tactics Print Advertising Media Magazine advertising, advertisorial Newspaper advertising: display, classified, personal classified Directory advertising House ads Program advertising

Step 7: Choosing Communication Tactics

Electronic Advertising Media

Phase Three Step 7

Television: commercial, spot, infomercial Radio: commercial, network radio, spot radio Cable television: advertising, cable crawl Computer media: e-zine, electronic catalog

Out-of-Home Advertising Outdoor poster: billboard, paint, spectacular, wall mural Arena poster Signage Out-of-home video, video wall Transit advertising: bus sign, car card, station poster, diorama, shelter poster, mobile billboard Aerial advertising: blimp, airplane tows, skywriting, inflatable Promotional Item Clothing, costume, office accessory, home accessory

Step 7: Choosing Communication Tactics

B. 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 toward its awareness objectives? 4. Will this tactic advance the organization toward its acceptance objectives? 5. Will this tactic advance the organization toward its action objectives? 6. What is the main advantage of this tactic? 7. What advantages does this tactic offer that other tactics do not? 8. Are there any disadvantages to this tactic?
Phase Three Step 7

Step 7: Choosing Communication Tactics

C. Implementation Items For each item identified, answer the following questions: 1. How much will it cost to implement this tactic? Is the cost justified? Is the cost practical, based on the organizations resources? 2. How much staff time will it take to implement this tactic? Is the time practical, based on the organizations resources? 3. What level of skill, equipment and expertise is needed to implement this tactic? Is the needed level available within the organization? Is the needed level available from outside sources?
Phase Three Step 7

Step 7: Choosing Communication Tactics

Packaging Communication Tactics

Phase Three Step 7

Basic Planning Questions 1. What specific initiatives or sections make up this plan? 2. What tactics are associated with this plan? 3. What public and objective does each tactic serve?

Step 7: Choosing Communication Tactics

Expanded Planning Questions

Phase Three Step 7

A.

Selecting the Approach

1. From the following categories, indicate which one offers the greatest likelihood of a package of program tactics that is cohesive and logical: by public, by goal, by bjective, by department or by tactic. 2. List specific initiatives or sections in your plan

Step 7: Choosing Communication Tactics

B. Strategic Implications 1. Will this approach help the organization to interact with the appropriate public? 2. What is the main advantage of this approach? 3. What advantages does this approach offer that other approaches do not? 4. Are there any disadvantages to this approach?
Phase Three Step 7

Step 7: Choosing Communication Tactics

B. Strategic Implications
Phase Three Step 7

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 toward its awareness objectives?

Step 8 Implementing the Strategic Plan

The Written Plan The Schedule
Phase Three

Frequency of Tactics Timelines of Task

The Budget
Budget Items Categories Approaches to Budgeting Managing the Budget Full-Cost Budgets How Much Success Is Necessary?

Step 8

Step 8: Implementing the Strategic Plan

Implementing the Strategic Plan

Phase Three Step 8

Basic Planning Questions 1. What is the schedule for this project? 2. What is the budget for this project? 3. Who is responsible for this project?

Step 8: Implementing the Strategic Plan

Expanded Planning Questions Scheduling Message repetition Frequency Scheduling pattern (optional): continuous, flighting, pulsing or massing? Timeline for each tactic? Assigned manager for each tactic?
Phase Three Step 8

Step 8: Implementing the Strategic Plan

Budget Budget line items: Personnel Materials Media costs Equipment and facilities Administrative items Full-cost budget? Break-even point? Per-capita cost?
Phase Three Step 8

Step 8: Implementing the Strategic Plan

B. Strategic Implications
Phase Three Step 8

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 toward its awareness objectives?