Strategic Public Relations Planning- - K.

Windifa Darwin

What is formative
research
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.

In PR Practice
Formative research use to.
Scan the environment
Conduct situation analysis
Identify stakeholders
Determine how the organization can
communicate to achieved its objectives
Develop departmental structures that
facilitate communication with
stakeholders.

The Research

Qualitative Research
used to gain the
responses of a small
sample group

Qualitative
Research

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

Quantitative Research

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 doesnt share any
issues with the organization and no real
consequences to or from organization
Latent public public that share an issues
with organization but doesnt 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