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Strategic Public Relations Planning- - K. Windifa Darwin
Formative research is conducted as an input into the
planning of a communication activity. In simple term,
involves measuring pre-campaign level of awareness,
attitude, perception, and audience needs.
What is formative research
In PR Practice
Formative research use to….
Scan the environment
Conduct situation analysis
Identify stakeholders
Determine how the organization can communicate to achieved it’s objectives
Develop departmental structures that facilitate communication with stakeholders.
The Research
Qualitative
Research
Quantitative Research
Qualitative Research
used to gain the
responses of a small
sample group
Quantitative Research
provide numbers – it
quantifies the proportion
of people who think or
act in a certain way in
relation to the topic in
question
Stages On Formative Research
Analyzing the
Situation
Analyzing the
Organization
Analyzing
the Public
Analyzing Situation
Understand the situation – get to know the situation that happen internal and external
This analyze, it require planning, client, supervisor, key person and High level
Understand about Issues Management –issues management is the process by which an org try to anticipate emerging issues and respond to them before they get out of hand
Analyzing Organization
Analyze with SWOT analysis, this analysis
will affected by :
Internal environment – mission,
resource, performance
Public Perception – based on both
visibility and reputation
External environment – important aspect
of the external analysis to consider the
nature of any rivalry may exsist.
Analyzing Public
Understand the public :
Internal public
External public
Four categories of Public :
Customers – those who receive product or service of an organization
Producers – those who provide input to the organization
Enablers – those public that serve as regulators by settling the norms or standart for organization
Limiters – those publics that in some way reduce or undermine the success of organization (e,g : competitors, opponents)
Key Public :
Non public – group doesn’t share any issues with the organization and no real consequences to or from organization
Latent public – public that share an issues with organization but doesn’t yet recognize this situation or its potentil
Apathetic Public – an aware public that face issues and percive the consequences as being relevant
Aware public – recognizes that its share
an issues and perceive the
consequences as being relevant but its
not organized to discuss and act on the
issues
Active public – has reached the fullness
of what we identity as a public
“The most productive sources …are those that can reliably signal what will happen.
…the executive who uses The Wall Street Journal or The New York Times… learns
more about what has happened and what is happening, categories of strategic
intelligence of high immediacy but low value for learning about the future. The real
value of such instantaneous sources is in confirming the resolution of strategic
issues the organization should already have identified and tracked.”
In a book on environmental scanning, John Stoffels
THANK YOU