Planning / Tactics

6. Choose Your Tactics.

Your tactics are the types of communications tools you will use to connect with your audience. Here are some examples:

• Advertising
• Public Relations
• Media Relations
• Special Events

How do you choose which tactic to use?

That depends on your purpose, your budget, and your research results. In the section devoted to each tactic, we will tell you more about what to expect from each one. Study them, and you will know which tactics will directly advance your purpose. Sometimes one tactic is all you need; at other times, you may mix tactics.

The next step is to select your measurement tools.