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Strategy and Tactics: Finding a Balance through Research
It’s a curious thing how the overwhelming majority of public relations agencies and practitioners identify as “strategists.” Here’s the problem: if everyone is a strategist, how does anything get done? The natural inclination seems to be that “tactics are subordinate to strategy.” True, public relations is much more than just press conferences, interviews and publicity but it’s important to remember that the only way to accomplish our PR and business objectives is to bring strategy to life through tactical execution. As such, strategy and tactics are interrelated and equally essential for success. Communications research provides a foundation for the entire public relations process from landscape assessment to objective-setting to strategy development to tactical creativity and ...
Overcoming Conventional Wisdom: Public Relations Must Demonstrate Value by Generating Value
By Mark Weiner, Chief Executive Officer, PRIME Research As the reputation of public relations within corporations continues to grow, we face an increased need to generate a positive return on investment as well as a satisfactory return on expectation. Unlike our everyday challenges with journalists, analysts and opinion-leaders, these challenges originate with our internal clients. Top executives keep public relations budgets low while maintaining high expectations. In this way, public relations falls victim to the conventional business wisdom that PR hasn’t earned more resources because it cannot be measured. New Challenges for Marketing and Public Relations While the stigma has improved over time thanks to the good works of the Institute for Public Relations, AMEC and their members, ...
How Media & Public Relations Researchers can Confront Fake News
Media chatter about fake news is nearly inescapable. The topic has dominated international news cycles following the American presidential election and continues to pop up in unexpected ways (see the Pizzagate incident). This recent impact of fake news has called the role and influence of mainstream media outlets further into question and is the latest headache for the gatekeepers of media and public relations. While fake news isn't anything, well, new, the growing social media amplification of active misinformation presents extra obstacles for media and PR practitioners. Online content reinforcing falsehoods subverts the media's aim of mass information and public relations' aim of mass persuasion. Jonathan Albright, assistant professor of communications at Elon University, North ...