A Public Relations (PR) strategy is a guideline that highlights how an organization deals with the public (Gregory & Willis 136). The main aim of the strategy is to build a viable relationship between a company and its target audience. Previously, PR was only used as a crisis communication tool. However, currently, PR is used throughout a product or project’s lifecycle to ensure that the public has a positive image of the product/project. PR has become a useful tool in marketing as well. Public Relations strategies often include Public Relations tactics. According to Smith, PR tactics are the tools used to execute a PR strategy (14). Thus, one can argue that these tactics are a component of the PR strategy.
Several examples can be given to explain the difference between a PR strategy and a PR tactic. The Coca-Cola “Taste the Feeling” PR strategy highlighted how soda would be marketed during a defined period (Sarmistha 262). The main goal of the strategy was to increase the sales of soda globally. A second example is that of Dior, a luxury accessories and clothing company. The company’s PR strategy is a combination of demographic, psychographic and behavioural segmentation plans that affect their target audience (Donzé & Fujioka 19).
Thirdly, the telecommunication giants, Vodafone, recently announced a new strategy that affects how marketers in their different countries of interest present their brand to the public (Curwen & Whalley 210). The primary goal of the strategy is to use technology and digital services to promote quality of life of communities. Last but not least is the example of Google which uses an integrated approach to PR. The primary goal of their current campaign is to combine technology and creative approaches to enhance user experience (Luttrell & Capizzo 12).
The different PR strategies mentioned use different PR tools as well. For example, Coca-Cola uses personalized bottles to implement the “Taste the Feeling” strategy. Buyers can pick out soda bottles that have their friends’ or loved ones’ names and share it with them. Secondly, Dior uses a media tactic to enhance its sales. The media tactic includes making advertisements using highly respected and adored personalities using the company’s products. The adverts are then pushed through the media channels. Thirdly, Vodafone uses the corporate social responsibility tactic. The tactic allows for engagement with communities of interest by re-investing some of the company’s profits in social work (Curwen & Whalley 210). Fourthly, Google uses a digital media tactic to connect with its target audience.
One of the prominent PR campaigns this year was Times up Now Campaign. The strategy aimed to highlight gender inequality in the workplace. Several tactics were used to make the campaign a success. For starters, the strategy used female personalities in Hollywood to drive their agenda. Whereas much attention was on gender inequalities in Hollywood, women from all over the world participated in the campaign. Secondly, the strategy also used the media tactic.
Times Up Now was tied to the Golden Globes, which is one of the most televised shows in the world. All the women that supported the campaign wore black to the event. In turn, the people who look up to these women also joined the campaign, including political figures. By default, other tactics were used to make the campaign a success including social media, and riding on the PR of other interested and highly influential organizations that also supported the cause.
Works Cited
Curwen, Peter and Jason Whalley. Telecommunications Strategy: Cases, Theory and Applications. Routledge, 2014.
Donzé, Pierre-Yves and Rika Fujioka. Global Luxury: Organizational Change and Emerging Markets since the 1970s. Springer, 2017.
Gregory, Anne and Paul Willis. Strategic Public Relations Leadership. Routledge, 2013.
Luttrell, M. Regina and Luke, W. Capizzo. Public Relations Campaigns: An Integrated Approach. SAGE, 2018
Sarmistha, Sarma. Global Observations of the Influence of Culture on Consumer Buying Behavior. IGA Global, 2017.
Smith, D. Ronald. Strategic Planning for Public Relations. Taylor & Francis, 2017.