Sunday, 18 November 2012

Article link: here

Comment #4

We are just in the midst of understanding tactics in our PR course and so this article was nice to read to gain a greater understanding of the difference between strategies and tactics. I particularly liked how this article has specifically indicated a definition for both strategy and tactics. Strategy is a careful plan or method, a clever stratagem and tactic is a device for accomplishing an end. When I think in terms of my line of work, which is law enforcement, I know when we are faced with potential volatile encounters we have to quickly think of a plan or method to deal with the situation. Once we have determined the method we have, on our person, several devices to tactically apply to stop the threat. I see this as the action that will be the means with which the plan is executed. For example, we may decide that we have to use our OC Spray to stop the threat. I would then reach into my belt, pull out the device, spray it in the perpetrators face, and successfully execute the method accomplishing an end. This is my way of understanding understand the strategy and the tactics and definitely have a better grasp on the differences

Saturday, 17 November 2012

Targeting Tactics for Targets First Opening!

Tactics (or tools) in Your Tool Box
Yes, Target is coming to Canada as stated in an article in The Associated Press. It plans to open 135 stores in Canada beginning 2013. This will be quite the competition for its rival Wal-Mart and a good PR campaign is absolutely essential to its success. The PR professional has a number of tactics in their tool box however; the challenge is in choosing the right one to meet your objectives. The tactics are the specifics and I see them as the "action plans" that are determined by the campaign your involved in.

Now thinking in terms of a retail store such as Target if launched correctly, a successful PR campaign for their first opening can pay off in a big way. The question is how do you develop potential tactical ideas to generate buzz and excitement around their first store opening and motivate Canadian consumers to engage with this American retailer. The potential tactics that could be used are media relations, events, websites, video news releases, newsletters and competitions.

But, when utilizing these tactics, I believe it's not enough to just say that your store is opening and that you are giving special discounts. An important question here is, are your tactics going be able to reach your target market? When you think about media, In order to grab their interest in your first store opening I think the key is to position yourself as a news story. This will give you a huge advantage on your competition.

To gain the interest of the press you need to think about what they want. What would grab their interest about Targets opening? Is there a powerful Canadian angle that you can include or a human interest story? Or, how about a charity you can tie in where part of the opening day profits go to benefit a charity. How is it going to benefit the economy and what does Target have to bring to Canada?

Ask questions like, what is unique or different about what Target has to offer compared to other stores, for example Wal-Mart. Well, according to The Associated Press article the cheap-chic chain cites its new price matching program and a holiday collection partnership with luxury department store Neiman Marcus. This is definitely unique to Target and an area that you can focus on and promote. It speaks to how much Targets profits are increasing and how successful it is in business.

When I ask questions like these I think hard about my tactics. However, always remember that you don't have to create a new-fangled tactic because you think its going to be so cool or current. You should keep in mind to only use tools that will "best suit" your campaign and meet your objectives.

In conclusion, creativity is going to be your best friend when you use tactics and we certainly don't want Canadians to think it’s just another Wal-Mart coming and wondering what the big deal is!


Sunday, 4 November 2012

Hard Work Does Pay Off!

Some of the most successful police detectives I know or I’ve read about never say they’ve made a great arrest because they lay around all day. No, quite the opposite has occurred. When they get that file or case in their hands, the challenge to solve the next caper successfully drives them to investigate it thoroughly.  

Most often you hear about the hard work and the tireless hours required in building a solid case or solving it. They talk about the minute details of copious notes, gathered evidence and interviews conducted to come up with the strategy.  Then the careful consideration of tactics needed to go ahead with the arrest and later the court process.  

When detectives get that file they start from the bottom up, sometimes, with vague information and they obtain a wealth of knowledge and evidence required for that case to succeed. If they don’t do their research, that necessary ground work, they could potentially make an arbitrary arrest or lose a case in court.  

Now, let’s look at Coke when they launched the “New Coke” in 1984 in hopes of broadening their market to compete with the large market of Pepsi. They obviously did not do their research to come up with a strategy and the tactics for success. Coca-cola believed it was a good move on their part to replace the existing Coke with “New Coke.” All they did was blind taste tests and found that people preferred the new product. Unfortunately, when they launched it, they found their long time customers hated it and there were protests around the country. 

If they did their research, the necessary back work, they would have come up with a better strategy. If they did what needed doing, they would have discovered that their long-term loyal customers would have felt like they were being sold out. They also would have seen that Coke loyalists did not appreciate being capitalized on.  I too would feel the same way if I was a long time loyal customer to a brand and then they suddenly changed it. No one wants to feel like a company is abusing them and shoving a copycat in their face. It was almost a wonder that Coca-Cola was able to make a comeback after this disastrous campaign.  

Therefore, I now know, it’s imperative to do the back work in a PR campaign. When you get that assignment, that challenge, you want to investigate it to the finest details in order to identify your key publics, define your key messages and come up with a brilliant strategy and tactics to follow through with your campaign. The tactics ultimately are the procedure or set of manoeuvres you will use to achieve an end, an aim, or a goal. And, you can only figure out what that will be once you’ve done your research, identified key publics, decided on your strategy and then apply your tactics.   










Comment #3

Article Link: Promote Your Blog

I just started a blog post and after reading this article I realize there is a lot you can do to improve it. I read all the 30 steps and still don't understand some of what they are suggesting to do but, I'm going to learn. The one suggestion that did stick out with me is have your own voice and be authentic because there is only one you. I like that suggestion. Now, the challenge is to figure out what that voice is, what my opinions are and how to translate it into a blog to make it interesting to readers. I also find a challenge in writing and freely expressing my ideas. 

I've worked in an organization for almost nineteen years where the saying goes "just the facts man, just the facts." We are not really entitled to freedom of words or our opinions. It a very policy, jargon based, legal driven organization and can stifle the creative side to a person. So, I have to keep in mind this is a much more open environment to creatively flow with my words and writing. I will have to practice, practice, and practice until I just go with the flow. Hopefully that will come in time.