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Utilizing Strategic Communication Tactics

Communication tactics are the elements of a brand that people do and see- the news releases, ads, websites, events, social media posting and so much more. A different way to view communication tactics than the conventional, is by customizing them to your specific campaign and brand. These are strategic communication tactics. 

A Definition

So, what exactly is strategic communication? According to Strategic Planning for Public Relations, by Ronald D. Smith, "strategic planning for public relations looks at the various media and communication tactics in their complexity." Now, that definition may be a little bit simplified, but I think this next quote from Smith helps clarify it a bit more. 

"A better way to categorize communication media and tactics is to consider their distinctiveness as they relate to the organization using them."

A Deeper Look

Now that we have a better understanding of just what strategic communication tactics really, let's look at the five main categories (POISE) and how Smith defines them.

  • Interpersonal Communication is "a category of communication tactics offering face-to-face opportunities for personal involvement and interaction."

This has been coined the most engaging and persuasive tactic by professionals and theorists (Smith). These are the face-to-face tactics that can create a more person message and relationship between your brand and target audience. 

  • Owned media are "published or produced by the organization, which controls the message content as well as its timing, packaging, distribution, and audience access."

This media tactic can be executed through mediums like social media. When your organization chooses to communicate with its audience by posting on social media, you have all the control. You decide what the message is, when it goes out, how it looks and can choose to remove it if you'd like. 

  • Shared media are "communication channels, not controlled by the organization, providing user-generated messages that are shared on a social media network, usually for free."

Using shared media is a great way to get a message out there to those who may not follow your organization's personal social medias. You may decide to create an event on Facebook to promote an event or start a hashtag that other users can post with to raise awareness for a campaign. 

  • Earned media are "communication channels that provide opportunities for the credible presentation of organizational messages to large audiences via journalistic organizations."

Earned media can be valuable to a campaign because it may help you reach a different or broader audience through a separate and reliable source. This is the tactic where you may decide to send press releases to newspapers and/or magazines to write an article or reach out to a journalist to come do an opinion piece. 

  • Paid media are "communication channels that are purchased by an organization. They are controlled media, either internal or external to the organization, that can offer access to large audiences."

This is probably the most common, or well-known, type of communication tactic. It can be immensely helpful to a campaign, but it can also be costly. Also, it is important to note how paid media can sometimes look like unpaid media with product placement. According to an article for Forbes by Nancy A. Shenker, " The lines have become very blurry, and despite very specific advertising guidelines, one can never really tell what’s product placement and paid endorsement versus true, unbiased editorial coverage."

After learning about all of the categories of strategic communication tactics and how they may be applied, hopefully you feel confident in utilizing them to their fullest potential. Each off these can be customized for your specific needs, but it is important to think critically about all of them. You don't have to use each one all the time. Consider your needs and what combination can be creatively customized to make your campaign a success. 

References

Shenker, N. A. (2022, January 28). Council post: What is paid media really? Forbes. Retrieved April 7, 2023, from https://www.forbes.com/sites/forbesagencycouncil/2022/01/27/what-is-paid-media-really/?sh=3a7ba73067c6 

Smith, R. D. (2020). Strategic Planning for Public Relations (6th ed.). Taylor & Francis. https://bookshelf.vitalsource.com/books/9781000201468