Throughout the campaign planning process, it can sometimes seem like you are drowning in tactics. This can especially happen after establishing the campaign’s goals and objectives.

Communication tactics are the most visual elements of a strategic communication plan. As public relations practitioners, tactics are what all our hard work culminates to.

Organizations can elevate their credibility, charisma and control by selecting organizational spokespeople that relate to their publics.

Within the world of public relations, practitioners face two strategies to drive their efforts forward – proactive and reactive strategies. Proactive strategies typically come to mind when formulating traditional public relations strategies.

Positioning is not what you say but what people think of you. This basic concept is the foundation for organizations wanting to position themselves in today’s competitive market. To do this, an organization must identify its niche and communicate to its target publics accordingly.

Research serves as the cornerstone for any strategic communication campaign. How do you determine whom to talk to? How do you speak to them? Which medium will resonate with your audience? Research, both primary and secondary, help to answer these questions and will guide your campaign to the very end.

What if I told you that the most crucial element in determining a campaign's success occurs before the campaign is even implemented? Let me explain.

What do people think of you? What do people think of me? Does my outfit look good? Do I come off as pushy? These questions relating to how we are perceived run through our minds every day – or, at least, they run through my mind every day.

I recently watched a television ad from VanMoof, an electric bike company based in Amsterdam, titled “THE FUTURE IS FORWARDS.” The minute-long ad showcases the chaos and disorder that the car industry brings into our everyday lives.