MISCONCEPTIONS ABOUT PR IN T&T: TACTICS IS KING; PR STRATEGY MEH!

Today we talk about misbeliefs surrounding public relations strategy in our ongoing series "Misconceptions about PR in T&T."

Tactics are the tangible outputs and activities of public relations: press releases, media conferences, special events, publicity stunts, written materials, social media posts, etc. In some quarters, tactics seem to rule the day, and strategic PR makes some people’s eyes gloss over. However, strategic planning in communications is effective and necessary.

It involves conducting research, defining objectives, developing specific approaches to fulfilling those objectives, implementing the right tactics, being timely, managing required budgets, and evaluating every step of the way. Tactics without strategy is counter productive.

Indeed, a more noble practice of PR involves relationship building and information sharing guided by strategic approaches.