Musings of a PR Professional

Chapter Nine

  • Controlled and uncontrolled media channels are equally beneficial and potentially harmful. “Controlled media ensure precise messages, whereas uncontrolled media are less expensive and offer stronger credibility” (pg. 275).
  • Generally, different situations and publics require different tactics. However, some traditional tactics can be applied to different types of publics. A few of these tactics include, face-to-face meetings, websites, special events and news releases.
  • Implementing the tactics in one’s PR plan is the most important part of the planning process. They should be executed with extreme care.