MDIA2006 Lecture Notes - Lecture 3: University Of New South Wales, Blitzkrieg, Ad Hominem
Document Summary
Lack of strategy is the number one business failure. A conceptual framework you apply to a problem. Achieve an objective that strategy frames and approaches. Operational in focus (specific events and techniques, particular media conduits mobilised at particular times) Timely commutation tactic comes out of strategic design, selected to have a particular impact on a particular audience usually at a particular time. In pr, tactics are referred to as actions or action steps. The selection of a channel is, however, strategic in nature- but is not a strategy. You cannot say, i will use a social media strategy. In pr texts, you may also read about a message strategy. It is a discrete expression developed in the context of a framing strategy; a narrative/ storytelling strategy: right and wrong. Right: we recommend a story telling strategy employing youtube as a conduit for short films to be narrated by a celebrity: between strategy and tactics.
