What's the Sitch?
A set of circumstances facing an organization is called.
What is a situation?
Information that already exists and was collected by someone else.
What is secondary research
Step 3 examines these three major areas of an organization.
Internal environment, public perception, and external environment?
True or false: In PR, the “general public” is usually an appropriate public for a strategic campaign.
FALSE
A client tells you, “We need an Instagram campaign!” What's the first thing a PR manager should ask?
What are we trying to accomplish/what is the situation?
Low awareness among Gen Z consumers is an example of the situation. “Launch a TikTok campaign targeting Gen Z” is an example of ______.
A tactic/solution/strategy
When does an issue become a crisis?
When the organization loses control of the issue.
Current purpose = ______; what an organization aspires to become = ______.
Mission, Vision
Customers, producers, enablers, and limiters are four ways of doing this.
Mapping/identifying publics
Your team cannot determine how customers currently perceive your client. Is your analysis ruined?
NO! It's a research gap!!!
Name two of the four areas PR managers consider when analyzing situations.
What are issues, risk, crisis, and reputation?
A company wants to understand why customers are frustrated and wants participants to respond to one another's experiences. What method would you recommend?
Focus group
Budget, staff, leadership support, organizational structure, and communication's role in decision-making belong primarily to which area of organizational analysis?
Internal environment
A group is affected by an issue but doesn't yet recognize it. What type of public is it?
Latent public
Your client wants to know how many customers recognize its new logo. Survey, focus group, interview, or content analysis?
Survey
This involves seeking information about trends, conversations, stakeholder concerns, competitors, regulation, culture, technology, media, and emerging issues.
What is environmental scanning?
A researcher wants to analyze patterns in TikTok comments about a company's new product. What is the research method, and what is the likely unit of analysis?
Content analysis, Tik Tok comments
An organization competes directly with another company selling essentially the same service. Netflix also competes indirectly with TikTok for consumers' leisure time. What's the distinction?
Direct vs indirect competition
Parents help a university communicate with incoming students. In this situation, the parents function as what?
Intercessory public
Your team writes, “Gen Z likes TikTok, so TikTok should be our primary communication channel.” What Phase 1 mistake have they made?
stereotyping/making an assumption without evidence
An organization knows customers are increasingly frustrated, but the problem has not yet spiraled out of control. Leadership begins monitoring the concern and responding before it escalates. Which type of management is this?
A company uses industry reports, surveys customers, conducts focus groups, and analyzes competitor messaging to understand the same problem.
Using multiple research methods for the same situation is called?
Triangulation
A team's SWOT says, “Our client has an amazing reputation” because everyone on the team likes the company. What's wrong with this analysis?
Based on assumptions rather than research/evidence.
Define the strongest public for our UGA parking campaign.
Be as specific as possible.
Demographic & psychographic information must be present.
Your team has identified a PR situation, gathered research, analyzed the organization, and identified priority publics. What's the next major thing you're finally ready to do?
Move to phase 2 :)