Best Tactics (Ethical)
Enlisting some tactics that are innocuous in nature and are used to craft an organization's social image without hampering that of their opponents.
SWAG
Gifting inexpensive mementos or handing freebies to the customers who come to attend a corporation's promotional event. These are designed in accordance with the theme of the event and are seen as a token of good will. Their purpose is to embark a journey of customer relationship as the customers feel valued when they receive gifts/tokens from the corporation.
For example: distribution of golden coins at the "Light's Golden Jubilee" celebration event that were harmonious with the theme of the event and GE.
FACT SHEET
A sheet of paper containing useful information about a particular issue, event or company along with enlisting the key talking points. It is especially one distributed for publicity purposes when the information needs to flow in a controlled manner. The sheet uses a preferred language style or phrases that help to send a message the way it is intended to be reproduced.
For example: Ivy Lee's media campaign to improve the image of Rockefeller used "fact sheets" - a propaganda that told the mine operator's side, sometimes endorsed by prominent persons and photos of Rockefeller meeting miners' families.
POLLING AND FOCUS GROUP
A way of gathering information about an issue of relevance to the corporation through the use of popular votes or focus group studies. Polling is an active method of data collection (as it involves public opinion) whereas focus group approach is passive (as it aims on observing a group of people in their natural setting and drawing inferences out of it). It is a brilliant way to make your presence felt in the market.
For example: In 1937, the Psychological Corporation started monitoring public political sentiments that could significantly affect the market and thus predict the success of new products/services.
PRESS RELEASE
A statement issued to the media providing factual details about the occurrence of an event or promotional campaign related to the corporation. It can be written or recorded to present information of interest to the media in the simplest form, may include a quote from the speaker. Usually released in hopes of getting free media coverage.
For example: When Ivy Lee represented the Pennsylvania Railroad in 1906, a train derailed off a bridge in Atlantic City, causing more than 50 deaths. Lee invited the press down to cover the accident first hand and issued a statement about the event.
EDUCATIONAL RESOURCE KITS
Carefully drafted bunch of information often stating scientific facts and testimonials that help to support a client's case. It disseminates information exactly the way you want it to be told and informs key stakeholders - often time journalists and prominent members of organizations.
For example: In late 1989, when the per capita consumption of milk began to decline due to the negative knowledge building around rGBH causing cancer, the Dairy Coalition prepared "educational resource kits" for distribution to over 5,000 targeted recipients, including all the key stakeholders in the business.
TALKING POINTS
Much like fact sheet, these are a predefined set of information on a topic used to keep the speaker on track while interacting with the media. They build support for an argument and help the presenter remain tightly aligned to what needs to be told and prevents diversion from the main issue.
For example: See Fact Sheet