Lesson 9

Tactics. I would always associate tactic with strategy but the text states otherwise.
It think this chapter's key points would be the importance of drafting a good tactic. A tactic that would work and produce positive results.

From Onelook.com

Strategy

noun: the branch of military science dealing with military command and the planning and conduct of a war noun: an elaborate and systematic plan of action

Tactic

noun: a plan for attaining a particular goal

The text states the various forms of delivery for tactics. They are all physical methods that could be used by PR practitioners. This simple listing of tactics delivery can easily help one to differentiate what's a tactic and how different it is from a strategy.

When I read through the various tactics, I tried imagining scenarios where they would be of help.

Speeches, Videos - Elections and propaganda
Celebrity endorsements - Company profits
Presentation - Proposing new venture/ new market
And in relation to the previous blog article on sponsorship, it's pretty obvious how monetary investment is a good tactic.

The PR team can think of a hundred tactics that would be of use but no one can be sure if they will be successful.

Take the ENEGEX case study for example.
They had kept their objectives within reachable standards and they created awareness of the need for more donations.
And in the midst of executing their strategy, they had a series of tactics to garner more attention from the media.

More attention equates more donation and it works for them.