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Part 2
Tactics are the nuts and bolts of a PR campaign. Tactical decisions include the selection of advertising, mediated publicity, or direct publicity. The format of communication, the language of a release, and the specific contents of special events are all components of a campaign.
Evaluation is the single most important part of any campaign. Based on research, evaluation guides the process of campaign modification and provides a valid measure of campaign success or failure. To be useful, the evaluation must reliably and validly measure whether the campaign actually met its stated objective.
When judging whether their research, objectives, strategies, tactics, and evaluation are adequate, practitioners must consider not only their culture but also the cultures of their clients and the audience, being aware of their customs and norms while also trying to prevent any possible slights of prejudice.
Ahmed Malik is Account Executive at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me