ABSTRACT
Book Title: Strategic Planning for Public Relations
Chapter Author: Ronald D. Smith
orcid.org/0000-0002-9757-8399
Chapter Number and Title: Tactics. Step 7: Selecting Communication Tactics
This step begins with various approaches to communication tactics and focuses on a five-fold strategic approach involving interpersonal communication, owned media, shared media, earned media, and paid media. Interpersonal tactics include personal involvement, information exchange, and special events. Owned media tactics include electronic media, digital media, print/online publications, and direct mail. Shared media tactics include microblogs, online social networks, photo sharing, video sharing, instant messaging, and question–answer sites. Earned media tactics include television, radio, news blogs, newspapers, and magazines. Paid media includes print advertising, electronic media advertising, out-of-home advertising, and promotional items. This step also features information about news subsidies, opinion subsidies, online newsrooms, and interactive media engagement.
