Cercetarea - Partea 1

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cercetare

Text of Cercetarea - Partea 1

  • Company nameStrategic communication plan

    Created by Fi Consulting

  • Phase One FORMATIVE RESEARCH

    Step 1 Analyzing the Situation

    Step 2 Analyzing the Organization

    Step 3 Analyzing the Publics

  • Step 1Analyzing the Situation

    Phas

    e One

    Step1

    Public Relations Situation

    Issues Management

  • Step 1: Analyzing the Situation

    Phas

    e One

    Step1

    Basic Planning Questions

    1. What is the situation facing the organization?2. What is the background of the situation?3. What is the significance or importance of the situation?

  • Step 1: Analyzing the Situation

    Phas

    e One

    Step1

    Expanded Planning Questions

    A. Existing InformationBackground on the Issue

    1. Is this the first time your organization has dealt with this situation or are you setting

    out to modify an existing communication program? If the latter, is this a minormodification or a major one?2. What is the cause of this situation?3. Is there any dispute that this is the cause?4. What is the history of this situation?5. What are the important facts related to this situation?6. Does this situation involve the organizations relationship with another group?7. If yes, what group(s)?

  • Step 1: Analyzing the Situation

    Phas

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    Step1

    Consequences of the Situation

    1. How important is this situation to the organizations mission?2. How consistent is this situation with the mission statement or vision statement?3. How serious of a response is warranted to this situation?4. What is the likely duration of this situation: one-time, limited/short-term orongoing/long-term?5. Who or what is affected by this situation?6. What predictions or trends are associated with this situation? (These can beorganizational, industry-related, community relations, nation-related, etc.)7. What potential impact can this situation make on the organizations mission orbottom line?8. Do you consider this situation to be an opportunity (positive) or an obstacle

    (negative)for your organization? Why? If you consider this an obstacle, how might youturn it into an opportunity?

  • Step 1: Analyzing the Situation

    Phas

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    Step1

    Resolution of the Situation

    1. Might information (quality or quantity) affect how this situation is resolved?2. How can this situation be resolved to the mutual benefit of everyone involved?3. What priority does this situation hold for the public relations/communications staffand for the organizations top management?4. How strong is the organizations commitment to resolving this situation?

  • Step 1: Analyzing the Situation

    Phas

    e One

    Step1

    B. Research Program

    1. What is the basis for the existing information noted above: previous formalresearch, informal or anecdotal feedback, organizational experience, personalobservation, presumption/supposition by planner(s) and/or something else?2. How accurate is this existing information?3. How appropriate is it to conduct additional research?4. What information remains to be obtained?5. If the existing information is not highly reliable, consider additional research, suchas the following: Interviews with key people within the organization Review of organizational literature/information Additional personal observation Interviews with external experts or opinion leaders Surveys with representative publics6. What research methods will you use to obtain the needed information?

  • Step 2Analyzing the Organization

    Phas

    e One

    Step2

    Public Relations AuditInternal EnvironmentStructurePerformanceNicheInternal Impediments

    Public PerceptionReputationVisibility

    External EnvironmentSupportersOppositionCompetitionExternal Impediments

  • Step 2: Analyzing the Organization

    Phas

    e One

    Step2

    Analyzing Internal EnvironmentExpanded Planning QuestionsA. Existing InformationPerformance1. What service/product do you provide related to the issue identified in the StrategicPlanning Exercise in Step 1?2. What are the criteria for determining its quality?3. What is its quality?4. Within the last three years, has the quality improved, remained unchanged ordeteriorated?5. How satisfied is organizational leadership with this quality?6. What benefit or advantage does the product/service offer?7. What problems or disadvantages are associated with this product/service?8. What is the niche or specialty that sets you apart from competitors?9. How has the service/product changed within the last three years?10. How is the service/product likely to change within the next two years?11. Should changes be introduced to improve the service/product?12. Are organizational leaders willing to make such changes?

  • Step 2: Analyzing the Organization

    Phas

    e One

    Step2

    Structure1. What is the purpose/mission of your organization related to this issue?2. How does this issue fit into the organizational vision?3. Is this expressed in a strategic business plan for your organization?4. What communication resources are available for potential public

    relations/marketingcommunication activity: personnel, equipment, time, money and/or somethingelse?5. Within the next three years, are these resources likely to increase, remain

    unchangedor decrease?6. How strong is the public relations/communication staffs role in the organizationsdecision-making process?

  • Step 2: Analyzing the Organization

    Phas

    e One

    Step2

    Internal Impediments

    1. How supportive is the internal environment for public relations activities?2. Are there any impediments or obstacles to success that come from within yourorganization: Among top management? Are these impediments caused by policy/procedure? Are these impediments deliberate? Among public relations/marketing staff? Are these impediments caused by policy/procedure? Are these impediments deliberate? Among other internal publics? Are these impediments caused by policy/procedure? Are these impediments deliberate?3. If you have identified impediments, how can you overcome them?

  • Step 2: Analyzing the Organization

    Phas

    e One

    Step2

    B. Research Program

    1. What is the basis for the existing information noted above: previous formalresearch, informal or anecdotal feedback, organizational experience, personalobservation, presumption/supposition by planner(s) and/or something else?2. How accurate is this existing information?3. How appropriate would it be to conduct additional research?4. What information remains to be obtained?5. If the existing information is not highly reliable, consider additional research, suchas the following: Interviews with key people within the organization Review of organizational literature/information Additional personal observation Interviews with external experts or opinion leaders Surveys with representative publics6. What research methods will you use to obtain the needed information?

  • Step 2: Analyzing the Organization

    Phas

    e One

    Step2

    Analyzing Public Perception

    Basic Planning Questions

    1. How well known is your organization?2. What is the reputation of your organization?3. How do you want to affect this reputation?

  • Step 2: Analyzing the Organization

    Phas

    e One

    Step2

    Expanded Planning QuestionsA. Existing Information

    Reputation

    1. How visible is your service/product?2. How widely used is your service/product?3. How is the product/service generally perceived?4. How is your organization generally perceived?5. Is the public perception about your organization correct?6. What communication already has been done about this situation?7. Within the last three years, has your organizations reputation improved, remainedunchanged or deteriorated?8. How satisfied is organizational leadership with this reputation?

  • Step 2: Analyzing the Organization

    Phas

    e One

    Step2

    Image IndexPlace an X at the appropriate location in the following listing:Does your organization consider its product(s) or service(s):

    Contemporary -- -- -- -- -- -- TraditionalFun -- -- -- -- -- -- Tedious

    High Tech -- -- -- -- -- -- Low TechOrdinary -- -- -- -- -- -- DistinguishedInexpensive -- -- -- -- -- -- Expensive

    Practical -- -- -- -- -- -- IdealisticModest -- -- -- -- -- -- Pretentious

    Abundant -- -- -- -- -- -- ScarceBeneficial -- -- -- -- -- -- WorthlessEfficient -- -- -- -- -- -- InefficientRoutine -- -- -- -- -- -- Innovative

    Essential -- -- -- -- -- -- LuxurySafe -- -- -- -- -- -- Risky

    High Quality -- -- -- -- -- -- Low Quality

  • Step 2: Analyzing the Organization

    Phas

    e One

    Step2

    B. Research Program

    1. What is the basis for the existing information noted above: previous formalresearch, informal or anecdotal feedback, organizational experience, personalobservation, presumption/supposition by planner(s) and/or something else?2. How reliable is this existing information?3. How appropriate would it be to conduct additional research?4. If the existing information is not highly reliable, consider additional research, suchas the following: Interviews with key people within the organization Review of organizational literature/information Additional personal observation Interviews with external experts or opinion leaders Surveys with representative publics

  • Step 2: Analyzing the Organization

    Phas

    e One

    Step2

    Analyzing the External Environment

    Basic Planning Questions

    1. What is the major competition for your organization?2. What significant opposition exists?3. Is anything happening in