By: Courtney Costello
It can be confusing to be a public relations practitioner this day in age. With so many different audiences and an ever-growing media landscape, it can be hard to decipher what direction to take your campaign in. Sure, a PR practitioner can work with their client to create specific goals and strategies for a campaign, but it’s the implementation of these things that can be tricky.
To begin: what exactly is a PR tactic? Often confused with the concept of a strategy, a tactic is different than its antecedent. A tactic, in its simplest form, can be described as a “strategy on wheels.” In other words, a strategy is the list of actions created by the PR practioner to achieve their goals and the tactics are the steps taken based off the strategy. Therefore, tactics must be concise, tangible and applicable.
Baton Rouge non-profit, Connections for Life, wants to drive traffic toward its thrift store. One of MorphPR’s strategies to achieve this goal is to host a booth at Louisiana Earth Day in downtown Baton Rouge to promote thrifting and ultimately drive traffic to the store. Thus, a tactic they’ve created is to handout promotional marketing materials, such as a brochure, to the Baton Rouge residents who attend the event and invite them to visit the thrift store.
Now that you understand tactics, how can you maximize their effectiveness? One way is utilization of the best channel based off your client’s key publics/target audience to distribute your messaging and implement your tactics. This is the time to use the research you have previously collected and apply it to your campaign. Whether it’s to send press releases to your local news channel or distributing fliers at your local church, it’s important to maximize the amount of exposure your client receives and exhaust all channels possible. This can be done by multichannel marketing. Multichannel marketing is a modern method that encompasses the combination of different channels, to work together and maximize the effect of your messages and tactics.
In an effort to promote the Connections for Life thrift store, MorphPR will post promotional messages on the organizations official social media accounts in conjunction with sending an e-newsletter to subscribers. This allows the Connections for Life message to reach a larger audience than if it is only been distributed through one channel. This conglomerate of viewership can also be referred to as the “asteroid effect.” This analogy describes the use of multi-channel tactics to create a more extensive effect.
When implementing the tactics of your campaign it’s important to remember that it’s not about just one channel, but about many channels. While it’s important to decipher what specific channels are more important than others based off the research of your key publics, it’s vital to your campaign that you choose as many channels as possible to effectively distribute your campaigns message.