Communication Tactics

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Strategic Communication Tactics

Strategic communication tactics allow for either efficient or effective communication between an organization and its audience. What I mean by that is there are two angles to go about communicating with the public. You can take the path to have a larger audience reach or take a more personal and persuasive approach with a smaller audience reach. There are 5 types of strategic communication tactics listed in the Strategic Planning for Public Relations textbook. Starting with the most persuasive, interpersonal communication, shared media, earned media, larger reach, owned media, and paid media, are all five tactics.

Interpersonal Communication

Interpersonal communication “is a category of communication tactics offering face-to-face opportunities for personal involvement and interaction, Strategic Planning for Public Relations.” Communication tactics in this category invite the audience to participate in the organization. They give insight and real experience of what the company is all about. The message a participant takes away from it is the message the company is trying to spread to others. By directly involving a key public a company can tailor their experience and practically give them thought starters to use when thinking and conversing about the company.

A publication from Nursing World insisted on a unique connection. The author states that for good interpersonal communication, one must apply Maslow’s hierarchy of needs. An individual’s motivation factors are drawn through this pyramid, there is innately a need for “safety, love/belonging, and esteem, Strategic Planning for Public Relations.” Since persuasion is tapping into a personal part of people, one’s message will have to make it through these categories to build acceptance or trust. Interpersonal communication tactics such as hosting an event, inviting people for a site tour, or door-to-door canvassing have a higher ability to generate the feeling of safety, belonging, and esteem since the approach is personalized.

https://www.ipc-mn.com/maslows-hierarchy-modern-day/

Shared Media

Shared media “are communication channels, not controlled by the organization, providing user-generated messages that are shared on a social media network, usually for free, Strategic Planning for Public Relations.” This factor is huge for gaining credibility. Having others who are not associated with your brand openly talk about it encourages others to listen. Parents posting their children at a new park opening or couples posting about a new resort creates free attention and new eyes for owned content.

Earned Media

Earned media “are communication channels that provide opportunities for the credible presentation of organizational messages to large audiences via journalistic organizations, Strategic Planning for Public Relations.” This factor of media is what differentiates good public relations from good advertising. A company can throw as many messages at an audience and not react but having a company do something that generates press coverage and free media will be more impactful in the public’s eyes. Public Relations Sydney says “business featured in online and offline publications, consumer’s social media posts and tweets, product reviews and blog posts will help amplify your content and have it reach your target audience.” Your target audience may be nearly missed with paid media but having a message passed around for you has a higher chance to make it to your target.

Owned Media

Owned media “are published or produced by the organization, which controls the message content as well as its timing, packaging, distribution, and audience access, Strategic Planning for Public Relations.” This is important to have for the publics to look into a company further. Having information explicitly saying who they are and what they do is needed. Other than basic information and updates unless you get creative in the presentation of messages most will get drowned out by the noise of every other message a user is presented with.

Paid Media

Paid media “are communication channels that are purchased by an organization. They have controlled media, either internal or external to the organization, that can offer access to large audiences, Strategic Planning for Public Relations.” These are effective if you need to risk a large audience and build awareness. Sometimes people cannot be targeted with any other form of the message because they simply do not know of it. Although it doesn’t build credibility when used with other communication tactics, it can have amplified results for a new targeted group.