Strategies and Tactics (Lesson 9)

Chapter 9: STRATEGIES TO PROACTIVELY MANAGE ACTIVITY

This post will effectively clear any confusion regarding difference between strategy and tactics. The first concept to understand is that tactics is the various methods implemented in order to fully unleash the intended strategy.

Strategy is a plan or method by which you are going to achieve a specific goal in a contested government. It should have a strategic intent of gaining some kind of competitive advantage. It may be to inform and engage with the community, build reputation, and to achieve positive working relationships.

As mentioned, a strategy is usually (always) implemented in a contested space.What is a contested space?
It refers to the presence of competition. For example, in the case of Feiyue, its obvious competitors are probably Converse, Vans,

There are two dimensions of contested space depending on the approach it is viewed in.

1. Transmission (functionalist) model
This approach assumes that if awareness of an issue is raised, this will automatically lead to the desired behaviour. Hence awareness raised through media platforms that can reach the masses for example print posters, online, social networking sites, TV or radio. These ways are the tactics used in order to reach the objective of the strategy employed.

Print:

The above print poster, for example, is a campaign to raise the awareness of the dangers of drink driving. The strategy used here might be to deter drink drink driving by highlighting the consequences, resulting some sort of fear to reside in the publics. The tactic used is the placement of print posters.

TV:

http://adsoftheworld.com/media/tv/unicef_celebrity_tap_selena

http://adsoftheworld.com/media/tv/sonoma_international_film_festival_2011_tipsy

The tactic used is tv advertisements. the first being the endorsement of celebrities, while the second video is the use of animation and music.

2. Constructionist model

This approach opposes the transmission model as it states that communication involves not only the sender, but also the intended and unintended audiences, publics and communities who construct their own meaning from a range of outputs.The range of outputs refer to the tactics adopted. 

The constructionist model is more inclined towards experiential marketing as it allows interaction with a focused audience, and thus personal interaction. 

Digital Graffiti Wall for Converse

I personally LOVE this campaign because it simply looks fun to do! I feel that this campaign gives converse a fun and 'artsy' image which cause potential consumers to have this 'feel good' factor towards the brand.

Fei Yue Launch Party

This event invites artists and art fanatics in Singapore to a launch party that showcases reinventions of Fei Yue shoes by renowned local artists. Their focused group is small since the event is by invitation only, and not widely publicized by the media. The above video depicts the process of reinventions by the various artists. 

Miss Tanya mentioned that the more focuses your target audience is, the better is the tactic in supporting the strategy. This is because it is better to impact and change the perspectives of a selected community than simple 'announce' to a big group of people and yet achieving nothing as behavior is not altered.

In conclusion, an integrated strategy and tactic would be the most effective in a PR campaign. 

I've been talking a lot about Fei Yue in this post because of the need to research for the final PR plan. Stay tuned for more Fei Yue in the weeks to come!