Tactics

• Strategy to tactic
  • Campaign message
    • Articulate succinctly
  • Campaign slogan
    • Brief, memorable version of message

• Tactics
  • What will be done to communicate the theme or message to the target public
  • Nuts & bolts actions and materials on exactly how to get the message into the media and to the target
  • audience
    • Plans for events
    • Collateral materials

• Campaign tactics
  • Advertising
  • Mediated publicity
  • Direct publicity

• Advertising
  • Controlled media
    • Print ads
    • Broadcast/cablecast commercials
    • Web banners
  • Advantage:
    • Control of content, placement, timing
  • Disadvantages
    • High cost
    • Low credibility
  • Must overcome selective exposure and selective attention
    • Test messages with subjects from target groups for credibility
    • Must be short and simple

• Mediated Publicity
  • Uncontrolled media
    • Press releases
    • Pseudo-events
  • Advantages
    • Credibility and visibility of media outlets used
  • Disadvantage
    • No control
  • Press releases good for long or complex messages
    • Must meet needs, deadlines, format and other requirements of selected media
    • Media directories
  • Pitch letters
  • Press kits
    • Press releases, fact sheets, backgrounders, photographs, biographies of key players
  • Pseudo-events designed to secure news coverage
    • Press conference (risky)

• Direct Publicity
  • Controlled media
    • Print
    • Electronic
  • Advantages
    • Control of content & placement
    • Ability to target specific publics
  • Disadvantages
    • High cost
    • Low credibility
  • Creating a medium to reach target audience
    • Print
    • Fliers, brochures, booklets, magazines
    • Based on research, each must be
      • Designed, written and delivered to advance a specific strategy to a specific target audience
      • Appeal to the interests of the target public
      • Written in a language and style for attention and understanding of target audience
      • Overcome selective exposure & attention
    • Need accurate list of target public members
    • Visual element extremely important, especially with language barriers
      • Posters
      • Cartoons
      • Logos and icons
  • Electronic media
    • Videotapes, CDs, DVDs, Websites, email
    • Content must meet style and interests of target
    • Material must be delivered to those in target group
    • Websites
      • Must include some system to draw target group members to the site
        • Information on topic and URL
        • Motivation
  • Special events
    • Produced with embedded message of campaign
    • Face-to-face opportunities
      • Best for overcoming selective exposure & attention
    • Attracts media coverage
    • Must consider budget

     

• Budgeting Tactics
  • Direct costs
  • Personnel
  • Production costs
  • Facilities rental
  • Events food & beverage
  • Research and evaluation

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