Begin with the basic planning questions. Then address the expanded planning items to the extent they help. Skip any items that don't address your planning needs.
7.1 Interpersonal Communication and Involvement
7.2 Organizational Media Tactics
7.3 News Media Tactics
7.4 Advertising and Promotional Media Tactics
What interpersonal communications tactics will you use?
How will these tactics help the organization achieve its objectives?
What resources will these tactics require?
Personal Involvement
Organizational-site involvement: Plant tour, open house, test drive, trial membership, free class, sample, shadow program, ride-along, premiere
Audience-site involvement: Door-to-door canvassing, in-home demonstration, petition drive
Information Exchange
Educational Gathering: Convention, council, convocation, synod, conclave, conference, seminar, symposium, colloquium, workshop, training session
Product Exhibition: Trade show
Meeting: Annual stockholder meeting, lobbying exchange, public affairs meeting
Demonstration: Rally, march, demonstration, picket, boycott
Speech: Question-answer session, oration, talk, lecture, guest lecture, address, keynote, sermon, homily, panel, debate, speakers bureau, forum, town meeting
Special Event
- Civic event: fair, festival, carnival, circus, parade, theme event
- Sporting event: tournament, marathon, triathlon, outdoor spectator event, meet, field day)
- Contest: science fair, spelling bee, beauty pageant, talent contest.
- Holiday event: civic, cultural, religious
- Progress-oriented event: procession, motorcade, grand opening, groundbreaking, cornerstone, dedication, ribbon-cutting
- Historic event: founders' day, anniversary, centennial, play, pageant, caravan
- Social event: luncheon, dinner, reception, tribute, banquet, roast, awards, recognition, fashion show, tea
- Artistic event: concert, concert tour, recital, play, film festival, art show, photo exhibit
- Fund-raising event
What organizational media tactics will you use?
How will these tactics help the organization achieve its objectives?
What resources will these tactics require?
General Publications
Serial publication: newsletter, house organ, bulletin. Stand-alone publication: brochure, leaflet, folder, pamphlet, booklet, tract, circular. Reprint, internal news release. Progress report: annual report, quarterly report. User kit, teacher kit. Research report
Direct Mail: Memo, appeal letter, marketing letter, postcard, invitation, catalog
Miscellaneous Print Media: Poster, window display, bulletin board, suggestion box, pay stuffer, bill insert, door hanger, business card, certificate, proclamation
Audio-Visual Media:
- Audio: Telephone, dial-a-message, recorded information, 800/888 number, 900 number, demo tape, demo CD.
- Video: Nonbroadcast video, corporate video, internal video, video conference, teleconference, slide show.
- Computer-based media, e-mail, listserve, news group, web site, homepage, web TV, web radio, touch-sensitive computer
What news media tactics will you use?
How will these tactics help the organization achieve its objectives?
What resources will these tactics require?
Direct News Material: News fact sheet, event listing, community calendar, interview notes, news release, feature release, actuality, video B-roll, video news release, social news release, photo and caption, media kit
Indirect News Material: Media advisory, story idea memo, query letter
Opinion Material: Position statement, white paper, contingency statement, standby statement, letter to the editor, guest editorial, op-ed piece
Interactive News Opportunity: Interview, news conference, studio interview, satellite media tour, editorial conference
What advertising media and promotional tactics will you use
How will these tactics help the organization achieve its objectives?
What resources will these tactics require?
Print Advertising Media: Magazine advertising, advertisorial. Newspaper advertising: display, classified, personal classified. Directory advertising. House ads. Program advertising
Electronic Advertising Media: Television: commercial, spot, informercial. Radio: commercial, network radio, spot radio. Cable television: advertising, cable crawl. Computer media: e-zine, electronic catalog
Out-of-Home Advertising: Outdoor poster: billboard, paint, spectacular, wall mural. Arena poster. Signage. Out-of-home video, video wall. Transit advertising: bus sign, car card, station poster, diorama, shelter poster, mobile billboard. Aerial advertising, blimp, airplane tows, skywriting, inflatable
Promotional Item: Clothing, costume, office accessory, home accessory
For each tactic identified in sections 7.1, 7.2, 7.3 and 7.4 above, answer the following questions:
Will this tactic help the organization to interact with the appropriate public?
What level of impact will this tactic make on the key public?
Will this tactic advance the organization toward its awareness objectives?
Will this tactic advance the organization toward its acceptance objectives?
Will this tactic advance the organization toward its action objectives?
What is the main advantage of this tactic?
What advantages does this tactic offer that other tactics do not?
Are there any disadvantages with this tactic?
Implementation Items
How much will it cost to implement this tactic?
Is the cost justified?
Is the cost practical, based on the organization's resources?
How much staff time will it take to implement this tactic?
Is the time practical, based on the organization's resources?
What level of skill, equipment and expertise is needed to implement this tactic?
Is the needed level available within the organization?
Is the needed level available to the organization from outside sources?