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UNIT 5 PUBLIC RELATIONS TACTICS CONTENTS 1.0 Introduction 2.0 Objectives 3.0 Main Content 3.1 Meaning of Tactics 3.2 Controlled Tactics 3.3 Uncontrolled Tactics 3.4 Major Tools for PR Tactics 4.0 Conclusion 5.0 Summary 6.0 Tutor-Marked Assignment

1.0 INTRODUCTION Every plan must be put into action before it can yield result.We may however try to delineate major tools for public relations tactics according to areas of interest in the table below: Areas of Specialisation Major Tactics Financial Public Relations Annual/quarterly reports, fact books(or factsheets), press releases, newsletters, telecommunication devices (old & news communication technologies, meetings with and presentations before the financial publics (Reddi, 2009: 171) Press (Media)

Relations Press releases, press conferences, press tours, feature articles, letters to the editors, rejoinder, press interview, press photographs, newsletter, media advisories, curtain raiser, facts sheets, press kit, pitch letters(short letter to the editors about news items) electronic news services, corporate press advertising, advertorials, press inquires, press reception, press open day, press clippings services (Reddi, 2009: 325) Community Relations Press releases, press conferences, press tours, feature articles, factsheets, advertorials/supplements, meetings with host communities, public lectures, event sponsorships, physical development of host communities, organisation of fund raising, social visits, employment creation, patronising local suppliers, etc.3.0 MAIN CONTENT 3.1 Meaning of Tactics Public relations as a profession have been severally defined as deliberate use of communication to achieve convivial relationship between an organisation and its publics.Government Relations Printing brochures, features articles, letters to the editor, sponsorship of definition for or against a cause; lobbying, telephone calls, courtesy calls/ visits, text messages/ e-mail; government event sponsorship, etc.By implication, strategy is the overriding plan that allows a public relations practitioner to help ensure that organisational goals and objectives are achieved (Hudson, 2004:198).Employee Relations Meetings, memos, requisitions, newsletters, end of year party, staff retreat etc.2.0 OBJECTIVES At the end of this unit, you should be able to: o define tactics in public relations context o list the types of public relations tactics.While those action plans sum up to what is now known as strategy, the actual coordinated activities for the realisation of the plans are the tactics.On the one hand, tactics is the actual steps, or actions taken to achieve those organisational goals and objectives.A particular tactics used for achieving financial public relations objectives may be also used to achieve community or media relations objectives.6.0 TUTOR-MARKED ASSIGNMENT Discuss two categories of public relations tactics known to you.So, the major public relations tactics are not far from the public relations tools for achieving specific public relations objectives.Practitioners should as a matter of necessity show greater commitment to the execution of public relations plans.This is where understanding of public relations tactics comes into plan

5.0 SUMMARY This unit exposed students to different dimensions of public relations tactics.Thus, the meaning, types and major domain of public relations tactics were discussed.SELF-ASSESSMENT EXERCISE Distinguish between public relations strategy and the tactics.Strategic plans will therefore amount to nothing if such plans are not religiously executed.This is why we cannot discuss public relations strategy without devoting a unit to talk about public relations tactics.In doing this, practitioners usually map out action plans to achieve set goals.(Nwodu, 2009).

UNIT 5
PUBLIC RELATIONS TACTICS
CONTENTS
1.0 Introduction
2.0 Objectives
3.0 Main Content
3.1 Meaning of Tactics
3.2 Controlled Tactics
3.3 Uncontrolled Tactics
3.4 Major Tools for PR Tactics
4.0 Conclusion
5.0 Summary
6.0 Tutor-Marked Assignment

1.0 INTRODUCTION
Every plan must be put into action before it can yield result. Strategic plans will therefore amount to nothing if such plans are not religiously executed. This is why we cannot discuss public relations strategy without devoting a unit to talk about public relations tactics.
2.0 OBJECTIVES
At the end of this unit, you should be able to:
• define tactics in public relations context
• list the types of public relations tactics.

3.0 MAIN CONTENT
3.1 Meaning of Tactics
Public relations as a profession have been severally defined as deliberate use of communication to achieve convivial relationship between an organisation and its publics. In doing this, practitioners usually map out action plans to achieve set goals. While those action plans sum up to what is now known as strategy, the actual coordinated activities for the realisation of the plans are the tactics.

By implication, strategy is the overriding plan that allows a public relations practitioner to help ensure that organisational goals and objectives are achieved (Hudson, 2004:198). On the one hand, tactics is the actual steps, or actions taken to achieve those organisational goals and objectives. According to Hudson (2004:198) “every tactics must relate directly back to its defined purpose: achieving the strategic outcome”. Public relations tactics can therefore be of two types: controlled and uncontrolled tactics.
3.2 Controlled Tactics
Controlled public relations tactics are those public relations activities which the practitioner has absolute control of all the processes. In this case, the practitioner is in full control of the communication activities right from the ideation to message development and distribution-cumdissemination. Major examples of controlled public relations tactics are: advertising, annual report, leaflets, posters, direct mail, corporate gifts and advertorials.

These forms of communication are branded controlled in the sense that the practitioner takes absolute decision on the length of message, the wordings, the accompanying visuals, demonstrations etc. Hudson (2004: 199) summarises this form of tactics in the following words: the practitioner crafts the message, selects exactly how it will be produced, what values may be utilised, and what kinds of colours, typefaces, fonts and papers may be chosen, then determines exactly when and where the information may appear or to whom the painted materials will be distributed.

3.3 Uncontrolled Tactics
As the name implies, public relations practitioners usually have, if any, minimal control over this form of tactics. Unlike controlled tactics, uncontrolled tactics can be altered by external influences. In this context, public relations practitioners are incapable of determining the length of message to be disseminated/distributed, when to distribute and how. It is important to note that most media relations practitioner who issues press release on behalf of their organisations cannot determine whether the release will be used, what quantity of it will be used, when it will be used etc.

Other forms of uncontrolled public relations tactics include but are not limited to:

i. press conferences which the practitioner cannot determine the angle the press will take in reporting the issues arising at the conference neither can he/she determine whether the press will actually cover the issues
ii. public meetings which may be hijacked by various interest groups especially in a conflict situation
iii. plant visits/tours in which the press men can decide what to report, when and how
iv. public functions like the end of the year party where the participants decide what to say and the press will report what it considers news worthy.

3.4 Major Tools for PR Tactics
We have classified public relations tactics into controlled and uncontrolled tactics. It is also important to note that as we pointed out earlier, tactics refers to action packed activities aimed at achieving the goals of an organisation. According to Nwodu (2007:78), it is “a strategy in motion” in that while strategy is the plan for achieving set goals, tactics is the action taken to achieve such goals. So, the major public relations tactics are not far from the public relations tools for achieving specific public relations objectives.

A particular tactics used for achieving financial public relations objectives may be also used to achieve community or media relations objectives. We may however try to delineate major tools for public relations tactics according to areas of interest in the table below: Areas of Specialisation Major Tactics Financial Public Relations Annual/quarterly reports, fact books(or factsheets), press releases, newsletters, telecommunication devices (old & news communication technologies, meetings with and presentations before the financial publics (Reddi, 2009: 171) Press (Media)

Relations Press releases, press conferences, press tours, feature articles, letters to the editors, rejoinder, press interview, press photographs, newsletter, media advisories, curtain raiser, facts sheets, press kit, pitch letters(short letter to the editors about news items) electronic news services, corporate press advertising, advertorials, press inquires, press reception, press open day, press clippings services (Reddi, 2009: 325) Community Relations Press releases, press conferences, press tours, feature articles, factsheets, advertorials/supplements, meetings with host communities, public lectures, event sponsorships, physical development of host communities, organisation of fund raising, social visits, employment creation, patronising local suppliers, etc. (Nwodu, 2009).

Government Relations Printing brochures, features articles, letters to the editor, sponsorship of definition for or against a cause; lobbying, telephone calls, courtesy calls/ visits, text messages/ e-mail; government event sponsorship, etc. Employee Relations Meetings, memos, requisitions, newsletters, end of year party, staff retreat etc. Note that the public relations tactics are not limited to the above. There are very many others not listed here. But what we have here constitute the major tools or tactics for effective public relations practice.

4.0 CONCLUSION
One of the popular maxims in public relations practice is: failing to plan is planning to fail. So, planning is essential part of public relations practice. However, best strategic plan can come to grief if not put into action. Practitioners should as a matter of necessity show greater commitment to the execution of public relations plans. This is where understanding of public relations tactics comes into plan

5.0 SUMMARY
This unit exposed students to different dimensions of public relations tactics. Thus, the meaning, types and major domain of public relations tactics were discussed.

SELF-ASSESSMENT EXERCISE
Distinguish between public relations strategy and the tactics.
6.0 TUTOR-MARKED ASSIGNMENT
Discuss two categories of public relations tactics known to you.