Chapter 9

Picking up from the last chapter, chapter nine goes into more depth on what tactics consist of. One of the better tactical methods in today’s society is the use of social media. Social media has five major characteristics that set them apart from a PR stand point: participation because they encourage feedback; openness because they are easy to access; conversation because they encourage quick two-way communication; community because they form groups based on common interests; connectedness because of their ability to link to other social media.