This chapter discussed the notion of tactics in strategic communication.
Tactics are the policies or activities undertaken to accomplish strategic communication
functions. The present study identified 215 tactics, which were categorized according to
frequency of occurrence. Four categories were noted: 1) Typical, 2) Mid-Incidence, 3)
Occasional and 4) Atypical. The forty-four typical tactics were discussed in this chapter.
Keywords: Advisory board, annual report, backgrounder, blog, business plan,
celebrity, fact sheet, focus group, grassroots advocacy, Internet, interview, logo,
media event, media mix, partnership, position paper, positioning, story placement,
video news release, tour.
