Strategy, Planning and Scheduling and Tactics

This week's readings explain the differences and links between strategy and tactics. Although the two are different, they rely on on eachother for the successful implementation of a public relations plan. This is espacially relevant now in my final plan and report, the knowledge of strategy and tactics will be immesurably helpful in the major assignment. Johnson and Zawawi say that 'Strategy is the overarching plan that allows a public relations practitioner to to help ensure that organisational and objectives are achieved. This stategy will determine the campaigns that may be necessary and the choice of tactics can then be made. Every tactic must relate directly back to its defined purpose: achieving the strategic outcome.' Johnson and Zawawi list the most commonly used tactics as: research, media relations, printed materials, annual reports, newsletters, direct mail, videos, DVDs, CD-ROMs, photography, speeches, presentations, the use of celebrities and spokespeople, events, community meetings, advertising, community service announcements, and sponsorship, but these are just a few examples of an almost limitless scope of possibilities. Most campaigns use a huge number of tactics to ensure the target audiences are reached.