Public Relations Strategic Planning PHASE II ANALYZING THE ORGANIZATION

Planning Steps Analyzing the Situation Analyzing the Organization Analyzing the Publics Establishing Goals and Objectives Formulating Action and Response Strategies Designing Effective Communication Selecting Communication Tactics Implementing the Strategic Plan Evaluating the Strategic Plan

Analyzing the Organization Public PerceptionExternal Environment Internal Environment Organization

Analyzing the Organization 1. Internal Environment Basic Planning  What is the quality of your organization's performance?  What communication resources, including budget, are available?  How supportive is the organization of public relations activity? Expanded Planning  Performance  Structure  Internal Impediments

Analyzing the Organization 1. Internal Environment Expanded Planning  Performance  Service/product provided?  Criteria for determining its quality?  What is its quality?  Level of quality within the last three years?  Organizational leadership level of satisfaction with this quality?  What benefit or advantage does the product/service offer?  Problems or disadvantages?  Niche or specialty?  Any change within the last 3 years?  Any likely change in future?  Should changes be introduced to improve the service/product?  Are organizational leaders willing to make such changes?

Analyzing the Organization 1. Internal Environment Expanded Planning  Structure  The purpose or mission of organization related to this issue?  Availability of communication resources: Personnel, equipment, time, budget.  Resources likely to increase, remain unchanged or decrease?  Internal Impediments  Is the internal environment supportive?  Any internal impediments?

Analyzing the Organization 1.Internal Environment 2.Public Perception 3.External Environment

Analyzing the Organization 2. Public Perception Basic Planning  How well known is your organization?  What is the reputation of your organization?  How do you want to affect this reputation? Expanded Planning  Reputation  Service/product visibility?  Service/product usage?  Service/product perception?  Perception of organization?  Communication strategies implemented so far?  Reputation improved, remained unchanged or deteriorated?

Analyzing the Organization 1.Internal Environment 2.Public Perception 3.External Environment

Analyzing the Organization 3. External Environment Basic Planning Questions  What is the major competition for your organization?  What significant opposition exists?  Is anything happening in the environment that can limit the effectiveness of the public relations program? Expanded Planning  Competition  Opposition  External Impediments  Reputation

Analyzing the Organization 3. External Environment Expanded Planning  Competition  Competing organizations?  Performance levels?  Reputations?  Resources?  What does the competition offer that you don't?  How has the competition changed within the last three years  Increase, or decrease in competition in future?

Analyzing the Organization 3. External Environment Expanded Planning  Opposition  Define groups in opposition?  Their effectiveness in the past?  Reputation?  Resources?  Have their tactics changed?  Opposition likely to increase, remain unchanged or deteriorate in future?

Analyzing the Organization 3. External Environment Expanded Planning  External Impediments  Environment of operation?  Changes projected?  Impediments to customers?  Impediments to regulators?  Financial or psychological impediments?  Political impediments?  Societal impediments?

Analyzing the Organization 3. External Environment Expanded Planning  Reputation  Visibility?  Product perception?  Perception about organization?  Is public perception correct?  Previous communication strategies addressing this situation?  Reputation level within the last three years?