Campaigns, Tactics, Strategies
Campaigns Explained
Campaigns:
- Are activities in anything
- Address a particular issue
- Are planned and proactive
- Are framed
- Are problem solvers
- Create awareness and understanding
- Reinforce, change, modify people views
Campaign designs– the challenge of this is to inspire and to change
There are many ways of planning a campaign that man different PR experts have used. The following are different ways of planning and creating a campaign.
Wilcox, Cameron, Ault & Agree (2003)
- Situation
- Objectives
- Audience
- Strategy
- Tactics
- Calendar/timeline
- Budget
- Evaluation
Smith RD (2005-2009)
- Analyze the situation’
- Analyze the organizations
- Analyze the publics
- Strategies- goals and objectives, develop strategies
- Tactics- communication tactics
- Implementing strategies
- Evaluation
Gregory (2005)
- Analysis
- Objectives
- Publics
- Messages
- Strategy
- Tactics
- Timescales
- Resrouces
- Evaluation
Smith P (1997)
SOSTAC
Situation analysis
Objectives
Strategy
Tactics
Action
Control
James & Robson (2012)
- Research
- Analysis
- Goal setting
- Setting objectives
- Identifying publics/audiences
- Developing strategies
- Devising and implementing tactics
- Monitoring
- Evaluation
Campaign Methods
PIE
Planning
Implementing
Evaluation
RACE
Research
Action
Communication
Evaluation
Planning a PR Campaign
Inputs (planning)
- Situation analysis
- Strategies
- Objectives
Outputs (Implementing)
- Tactics
- Action
Outcomes (Evaluation)
- Control
Campaign Analysis
- What is the context?
- Issues analysis SWOT- strengths, weaknesses, opportunities, threats
- Analysis of the publics/stakeholders
- PEST analysis- political, economical, social and technological
- Tactics- advertising, media relations
- Stakeholder reactions
- Results
Conclusion
There are many different ways in which a PR practitioner can follow when creating a campaign. The ways described in the blog post are many varying, but similar techniques and strategies that PR practitioners can follow to create a successful campaign. Personally, I like the more simple ways of doing things; I would probably use the RACE method when creating a campaign, as it is simple to follow but also broad enough that you can be thorough when needed and quick when necessary. I learnt that there are many ways which PR practitioners can create a successful campaign and that there is a lot of analysis included in this process.
Blog Review
Cayleigh James
This week I reviewed Caylaigh Jame’s blog that was on the topic of campaigns.
Cayleigh showed her understanding of the different strategies that PR practitioners can use to create a campaign by describing strategies such as RACE, SWOT and SMART. I have only looked at two of these strategies in my blog, so this helped me greatly in finding more information on this topic. She also described what she had learnt in her tutorials and in her readings, which was also insightful. She showed some examples of campaigns, which I thought was very smart of her to do as it showed she understood what a campaign was and what it involved. Overall, Cayleigh’s blog was very informative, interesting and easy to follow.
Below is the link to her blog
http://cayleighjames.wordpress.com/2014/06/01/camapigns/comment-page-1/#comment-8
Public Relations 