By Dan Janal Your Fearless PR Leader PR Leads

Public relations tactics range from low-tech face-to-face meetings to high-tech online interactive videos. Although the range is wide, in order to be successful each and every single tactic must have the following qualities:

¢ Successful tactics are part of a written, approved public relations plan that is tied to an organization’s value-based mission. Public relations tactics are what I call, values in action. An organization’s values should lead to a mission statement, which in turn, leads to goals. These goals lead to objectives, which help form the actions that allow an organization to strive toward it’s highest values, also known as tactics.

¢ Successful tactics target each of their publics (audiences) one at a time, unless one method is effective with more than one primary public. What works for one public, may be inappropriate for another.

¢ Successful tactics are based on research about the targeted public’s values, interests and preferred channels of communication.

¢ Successful tactics consistently send a clear message that is aimed toward a public’s values and interests as it strives to achieve an organization’s objective with maximum results.

¢ Successful tactics are evaluated as they are being performed and after execution. Do not be afraid to change a communications plan and your tactics while a program is in execution. In the fields of public and media relations, it is vital for practitioners to keep a focused mind, and at the same time, be flexible.

¢ There is no list of standard public relations tactics that will fit every situation. Every challenge is different in some aspect, and will require special, and even sometime unique tactics. But, there are some traditional tactics that every practitioner should know in order to build a proper foundation for your communications, marketing, development and/or public relations plan. Once you develop the basic skills, you then can take off with creativity, but know your limits, such as your budget, resources and skills.

¢ As public relations professionals execute the tactics of a plan, they should be guided by the principles of delegation, deadlines, quality control, proper communication among team members, supervisors, clients, community leaders or and constant evaluation.

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By Daniel Janal,,

PR Leads founder Daniel Janal is the author of numerous books, including “Dan Janal’s Guide to Marketing on the Internet.”