ABSTRACT
A tactic is a tool, task, or activity pursued to achieve an objective that is associated with a public relations’ campaign goal, strategy, and objectives. Tactics tell a consistent narrative in accordance with the central message. Tactics also help create dialogue and establish relationships between and among publics and the organization. As covered in this essential chapter, tactics operate at the individual-, group-, or mass-communication level. Specific tactics are news/video/audio releases, media advisories, blog posts, interviews, SEO, web banners, benchmark assessments, themed events, social shares and likes, email, texting, various promotions, PSAs, and many other activities and tactics. The public relations professional makes decisions about which tactics to deploy based on stakeholder reach and cost. In choosing a tactic, the practitioner assesses its contribution to an objective through what is known about publics and society relevant to an issue wrapped in a situation that exists in time.
