Once you have completed research, defined a communications strategy and created a communications plan, it's time to move to the implementation phase. Tactics are the tools and deliverables that deliver messages to targeted audiences. Effective communications directs the right message to the right audience in the right way.
Too often, tactics are determined without the context of a research-based strategic communications plan. If that description fits what is happening in your company or organization, don't be surprised if your communications tactics are not as effective as you would like them to be.