WEEK TEN BLOG

Chapter 7: Strategy, Planning and Scheduling

They key message to take from chapter seven of the text is what strategy encompasses and its significance for an organisation. From the readings it can be concluded that strategy is the underlying rationale that guides the selection of tactics or stages. Another point to remember is the value of strategic PR. This is useful to an organisation as it helps achieve strategic excellence as outlined in Grunigs model on page 173.

Another important point explored was what needs to be included in a program plan. The points to remember include:

- executive summary

- vision and mission

- background and situational analysis

- define strategy

- define publics

- main message statement

- tactics and communication method

- implementation and scheduling

- monitoring and evaluation

- budget

The reading made me think more about PR in practice / theory as it explored how to develop a PR strategy. A number of questions must be asked such as what business are we? What are our aims? What do we stand for? Etc. From this a pattern will emerge. I feel this is a crucial role as it determines the direction a plan will head in.

Chapter 8: Tactics

The key message to take from the chapter on tactics was the importance of the correct choice of tactics in a program plan. The key message was that Every tactic must relate directly back to its defined purpose and hence achieving strategic outcome. Research must be undertaken to ensure good tactic selection.

Tactics can be broken up into two categories, controlled v uncontrolled. Controlled tactics mean practitioners control every aspect of the process e.g. posters. Uncontrolled tactics are those that can be altered or blocked completely e.g. media relations, media release

The readings made me think more about PR in theory / practice as it explored the different tactics and the pros and cons e.g. media relation, printed material: brochures, leaflets, flyers. A number of considerations and complex range of factors goes into each tactic and its relevance and usefulness for a campaign.

Chapters 7 and 8 – Strategy, Planning and Scheduling/Tactics in Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed

NOTE : THIS WEEK I COMMENTED ON DAVID ELLIOT'S BLOG