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Strategic Planning for Public Relations

Beginning the Journey

Tricia Hansen-Horn and Adam E. Horn

Strategic Planning for Public Relations: Beginning the Journey is written for the next generation of public relations professionals. It takes account of the changing needs of the PR industry, where strategic thinking is needed in abundance but tends to be in short supply among many people who are just launching their careers. This book is designed to address this shortfall by providing a multi-level understanding of strategy to show how it directly correlates to successful public relations. The book’s conversational tone and real world chapter exercises move the reader from insight to strategic vision and application. Exercises at the end of each chapter are designed to help students further explore, reflect on and apply what they have learned. The book’s unique approach to strategy and strategic planning provides the tools for students becoming strategists first and tacticians second – essential criteria for successful public relations professionals.


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7. Public Relations Initiatives and Choice of Medium


7Public Relations Initiatives and Choice of Medium Strategy influences the kinds of communicative efforts your client or organization undertakes. Those choices are strategy driven, while also contextually sensitive to public capability, availability, and preference; cultural, organizational, and socio- political-economic environments; and even physical factors such as geographic lo- cation and infrastructure. And finally, the strengths and weaknesses offered by each communicative option, also known as medium, impact its strategic selection or non- selection. In other words, as we consider communicative choices while at the same time we imagine their strengths and weaknesses, we also consider alternaquences. So when we consider using print in light of our strategy, we have to ask ourselves, “What are the alternaquences associated with print communication?” If we consider face- to-face communication in light of our strategy, we must ask ourselves, “What are the alternaquences associated with face-to-face communication?” We must ask the same question for each communicative choice, or combination of communicative choices, that we consider. That is what this chapter is about. We first acquaint you with three of Marshall McLuhan’s ideas that illuminate our professional communicative choic- es. We then present you with three concepts that are keys to strategic media use and selection. And finally, we take you on a reflective journey through five media types, strategically leaving a sixth for chapter 9. McLuhan’s Ideas Marshall McLuhan was a famed critic, prolific author, and speaker beginning in the 1960s. He made three prophetic statements you should know about. He 154 | Strategic Planning...

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