ABSTRACT
This chapter examines two critical parts of tactic development and execution—content creation and distribution. Tactical selection is all about deciding how to achieve the best outcomes in terms of objectives, goals, strategies and plans for the organisation. There is a long-standing distinction in public relations between what are known as controlled and uncontrolled communication tactics. Controlled communication is managed right through delivery, from its creation to how it finally connects with stakeholders—through things such as advertising, brochures, books and events. The chapter focuses on the stories and other tactics used by the natural cosmetic brand Burt's Bees. Communicating with stakeholders means listening to what they have to say and sharing messages and stories with them. Organisations have long created their own content as part of this sharing process. Two of the biggest developments in content creation that have occurred in the twenty first century has been the emergence of branded content and content marketing.
