When executing a public relations campaign it is extremely important organizations have a strategy. An organization’s strategy details their approach to problem-solving. Two types of strategies exist; proactive and reactive. First, we’re going to talk about proactive strategies in public relations.
Proactive Strategies
What are proactive strategies?
“Proactive strategy is an approach to organizational strategy that enables an organization to take the initiative in engaging its publics by launching a communication program under the conditions and according to the timeline that seems to best fit the organizations’s interests” (Smith, 2021, p.156).
In other words, proactive strategies involve the organization itself taking action before a problem arises. These strategies foresee a challenge and attempt to reduce the possibility of that challenge before it occurs (Biswas, 2022). These strategies not only predict problems, but also opportunities.
Proactive strategies include action strategies and communication strategies. Action strategies focus on organizational performance and events. Whereas, communication strategies focus on generating publicity or putting out information (Smith, 2021, p.156).
An example of a proactive strategy from a large organization is Amazon. When people order something online they often want to know precisely when that package will arrive. Amazon tells their customers the exact date of delivery when they order it, and if the date happens to change they automatically will email the customer letting them know the new delivery date and time frame (Michael, 2019). The customer doesn’t ever have to reach out to Amazon themselves about their delivery date. Amazon sensed the eagerness of customers wanting know when their package is arriving and made the information easily accessible.
Amazon text alerts. Photo by Tatango.com
Reactive Strategies
In contrast to proactive strategies, “reactive strategy is an approach to organizational strategy in which an organization responds to influences and opportunities from its environment” (Smith, 2021, p.156). In other words, reactive strategies respond to a problem or opportunity after it has already occurred. Today we are going to focus on two types of reactive strategies: pre-emptive action and an offensive response.
A pre-emptive action is a defensive action where an organization strikes before their opponents take their first charge against them (Smith, 2021, p.210). This is used when an organization senses a competitor is going to attack them. This strategy is implemented to attack the competitor first, forcing them on the defensive side. This is more common when a competitor attacks a smaller, newer organization in the same market (Lucidity).
An offensive response is taken when an organization is facing opposition but is in a position of strength. There are five types:
Attack
Embarrassment
Shock
Threat
Double-down in response to criticism
This strategy takes place after an organization faces criticism. They must respond to that criticism using one of these offensive approaches. Reactive strategies aren't always bad. When used correctly, they help organizations handle an unforeseen crisis and establish more brand awareness.
Reactive strategies and proactive strategies pros. Photo by Suite532.
When executing public relations campaigns it’s very important that your organization or team knows what kind of strategies to implement. In my team’s campaign planning we are trying to foresee challenges and create proactive strategies regarding each event we are tasked with creating. By establishing these proactive strategies, we are getting ahead of potential challenges and taking advantage of opportunities. When creating reactive strategies, we are thinking of effective ways to respond to potential crises.
References
Biswas, S. (2022). Proactive vs. Reactive Strategy: Which is Better for your Business. SaaSworthy. https://www.saasworthy.com/blog/proactive-vs-reactive-strategy/
Michael. (2019). 15 Examples of Brands That Deliver Proactive Support and How to Learn From Them. Freshdesk. https://www.freshworks.com/freshdesk/customer-support/proactive-support-brands-examples-blog/
Lucidity. (n.d.) Pre-emptive Defense Strategy Guide. https://getlucidity.com/strategy-resources/pre-emptive-defense-strategy-guide/
Smith, R.D. (2021). Strategic planning for public relations (6th Ed.). Routledge.
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