ABSTRACT
A communication tactic is the visible element of a strategic plan. Tactics are also the elements of the plan that can carry a hefty price tag, so planning and coordination are particularly important. The range of communication tactics is extensive, and it is continually growing because of technological advances. Media and media tactics are often divided into categories based on distinguishing features. Several frequently used pairs that describe types of media. These are based on factors such as organizational control, organizational ties, audience size, audience type, audience interaction, media ownership, media production, and media orientation. Interpersonal tactics may reach only a few people, but they have a stronger impact on their audiences than any other form of communication. Similarly, interpersonal tactics generally involve information-seeking publics — people who have gone somewhat out of their way to interact with the organization.
