Chapter 8 Discussion

I think the main points to memorise for this chapter are as follow: the differences between strategy and tactics, controlled tactics and uncontrolled tactics, the methods of delivery and the selection of tactics, as well as the media relations, etc.

This chapter makes me think more about public relations tactics and how to use these tactics so as to achieve the expected outcomes. It is true that lots of tactics and methods about the operation of public relations have been introduced in this chapter. However, like the authors said these tactics are intertangible with each other, and which tactic should be used in a certain public relations situation is a crucial point that the pr practioners need to consider carefully.

In a word, there is no mighty key to the correct set of tactics that will ensure successful implementation of a public relations campaign. Instead, success lies in the analytical and creative skills of the public relations practioners to consider tactics in the light of a complex range of impacting factors. What's more important for this utilising of PR tactics is all these tactics should relate back to strategy. Most importantly, all those tactics should be selected with regard to target audiences, their appropriateness as a vehicel for the message, their advantages and disadbantages as well as the available budget.