This week, our readings focused on strategy and tactics. I particularly enjoyed the chapter concerning media tactics. In reading this chapter, I came across the idea of controlled versus uncontrolled communication. I looked at this briefly in my presentation, and would have liked to have explored it more. Reading this chapter and writing this blog gave me that opportunity.
Controlled and uncontrolled tactics refer mostly to media relations. Controlled tactics are those which PR practitioners maintain control over all aspects of the process. I believe the best example of this to be advertising. In advertising, the practitioner has a specific message which they are aiming to deliver to their publics. They oversee all elements in the execution of this advertisement, from design concepts to the positioning of the finished product.
According to Johnston and Zawawi, uncontrolled tactics are, "those that can be altered or even blocked completely." (Johnston and Zawawi, 2004, p199). I believe the best example of an uncontrolled tactic is in fact, media relations. Here, the PR practitioner holds a level of control at the commencement of the process, in that they write a media release and pass it on to the relevant authorities. However, after this exchange, the PR practitioner has absolutely no control. The gatekeeper, a journalist or editor, decides what part of the release the wish to pass on to their publics, if they indeed pass on any at all.
Unfortunately for the practitioner, uncontrolled tactics such as media relations are usually the most affective in communicating a message. That is, if the message they intended is the one the gatekeeper presents.......
This week I commented on David Elliot's Blog:
http://www.cmns1290davidelliott.blogspot.com/
Subscribe to:
Post Comments (Atom)
6 comments:
Hey Nicole
I found the part on uncontrolled/controlled tactics quite familair as well because as you said we covered it in our presentation. It seemed that almost all the the activities highlighted as tactics by the readings were somewhat familiar and it kind of made me feel more confident in what I've learnt so far in this course and not as wary of starting my plan.
Hey nicole,
I too found uncontrolled and controlled tactics important concepts to remember when thinking about PR in practice.
You make an important point, that although in the commencement of using uncontrolled tactics such as media releases, PR practitioners have control as they construct the content released about their campaign and exert power over who gains this information, journalists hold the most power when it comes to the representation of the message within the media.
Altthough we actually debated against each other on this issue in class, I tend to agree that journalists hold more power than PR practtioners in most media campaigns for the same reasons you stated.
A point relating to tactics I found essential to remember was that there are a number of different methods used to deliver tactics such as fax, email and video.
Overall, great blog!
Nicole
It's important to remember that media relations is an uncontrolled tactic and this is why, as a pr practitioner, we try to package information in the most appropriate form for a journalist. Be it how we construct a media release, the information we release or who we release it to, we as pr practitioners are aiming to communicate our key messages to our intended publics.
Hi Nicole,
What you said about contolled and uncontrolled tactics was really enlightening. It gave me a better understanding of the way that some tactics can go. However, I don't agree that advertising is a tactic controlled by the PR practitioner. Although it is a controlled tactic, advertising is usually left up to the marketing department, and although PR practitioners obviously have some hold over what goes into the advertising campaign, the final show is down to the marketing people. But I do agree with you when you say that journalists have more power than practitioners when it comes to the media. The Daily Miracle actually tells budding journalists to look for what the PR practitioner isn't saying when they send a media release, because they might be covering something up. Overall, your ideas are interesting and enlightening. Thanks!
Well explained
Well explained
Post a Comment