HPPR Research and Evaluation Sherrell Steele Needs Analysis, Environmental Scanning, SWOT
Objectives <ul><li>List the four essential elements of the strategic planning process </li></ul><ul><li>How to conduct a n...
What is strategic thinking?  <ul><li>Exploring the forces within and </li></ul><ul><li>outside the organization (those  </...
Four essential elements of strategic planning <ul><li>Needs analysis/situational audit </li></ul><ul><li>Environmental sca...
What is needs analysis? <ul><li>It is the first step in strategic planning. </li></ul><ul><li>This step asks “Where are we...
Needs analysis/situational audit (microenvironment) <ul><li>Asks  </li></ul><ul><li>What is our current situation? </li></...
Needs analysis – Cont. <ul><li>What are our performance indicators? </li></ul><ul><li>What is the direction and nature of ...
What is an environmental scan? <ul><li>This is the second step in the strategic planning process </li></ul><ul><li>This is...
Environmental scan (macroenvironment) <ul><li>Asks </li></ul><ul><li>What external forces impact? </li></ul><ul><li>What r...
What is a strategic summary?  <ul><li>It is the third step of the strategic planning process </li></ul><ul><li>It looks at...
Strategic summary <ul><li>Asks </li></ul><ul><li>What are our strengths and  </li></ul><ul><li>weaknesses? </li></ul><ul><...
SWOT <ul><li>Is a common tool used to prepare a  </li></ul><ul><li>strategic summary. It looks at  </li></ul><ul><li>S tre...
Contingency plans <ul><li>Ask </li></ul><ul><li>What are unseen forces? </li></ul><ul><li>What do we do if things do not g...
What happens now?  <ul><li>If the unexpected happens, swift and  </li></ul><ul><li>effective communications can help  </li...
Summary and conclusions  <ul><li>There are four essential steps  </li></ul><ul><li>to the strategic planning process: </li...
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HPPR404 Unit 2

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Public Relations Research and Evaluation | Unit 2

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HPPR404 Unit 2

  1. 1. HPPR Research and Evaluation Sherrell Steele Needs Analysis, Environmental Scanning, SWOT
  2. 2. Objectives <ul><li>List the four essential elements of the strategic planning process </li></ul><ul><li>How to conduct a needs analysis/situational audit </li></ul><ul><li>How to do environmental scanning </li></ul><ul><li>Apply SWOT to the communications process </li></ul>
  3. 3. What is strategic thinking? <ul><li>Exploring the forces within and </li></ul><ul><li>outside the organization (those </li></ul><ul><li>forces which will impact the success </li></ul><ul><li>or failure of the organization) through </li></ul><ul><li>comprehensive and systematic </li></ul><ul><li>analysis, synthesis and evaluation. </li></ul><ul><li>(Rothchild 1976) </li></ul>
  4. 4. Four essential elements of strategic planning <ul><li>Needs analysis/situational audit </li></ul><ul><li>Environmental scan </li></ul><ul><li>Strategic summary </li></ul><ul><li>Contingency plans </li></ul>
  5. 5. What is needs analysis? <ul><li>It is the first step in strategic planning. </li></ul><ul><li>This step asks “Where are we now?” This is an important question to ask before “Where are we going?” </li></ul>
  6. 6. Needs analysis/situational audit (microenvironment) <ul><li>Asks </li></ul><ul><li>What is our current situation? </li></ul><ul><li>What is our history? </li></ul><ul><li>What are our products and services? </li></ul><ul><li>Who are our customers/members? </li></ul><ul><li>What is our core business function? </li></ul><ul><li>What is our place in the market? </li></ul>
  7. 7. Needs analysis – Cont. <ul><li>What are our performance indicators? </li></ul><ul><li>What is the direction and nature of our business? </li></ul><ul><li>What are our products, capabilities and results? </li></ul><ul><li>What is our competition? </li></ul><ul><li>What is our mission statement? </li></ul>
  8. 8. What is an environmental scan? <ul><li>This is the second step in the strategic planning process </li></ul><ul><li>This is the process of collecting information about the external environment in order to identify trends: opportunities for or threats to the organization’s future success. </li></ul>
  9. 9. Environmental scan (macroenvironment) <ul><li>Asks </li></ul><ul><li>What external forces impact? </li></ul><ul><li>What restrictions do we experience? </li></ul><ul><li>What values govern us? </li></ul>
  10. 10. What is a strategic summary? <ul><li>It is the third step of the strategic planning process </li></ul><ul><li>It looks at the gap between “Where are we now?” and “Where do we need to go?” </li></ul>
  11. 11. Strategic summary <ul><li>Asks </li></ul><ul><li>What are our strengths and </li></ul><ul><li>weaknesses? </li></ul><ul><li>What are market opportunities and </li></ul><ul><li>threats? </li></ul><ul><li>What are our goals, objectives, </li></ul><ul><li>strategies and tactics? </li></ul><ul><li>How will we measure results? </li></ul>
  12. 12. SWOT <ul><li>Is a common tool used to prepare a </li></ul><ul><li>strategic summary. It looks at </li></ul><ul><li>S trengths </li></ul><ul><li>W eaknesses </li></ul><ul><li>O pportunities </li></ul><ul><li>T hreats </li></ul>
  13. 13. Contingency plans <ul><li>Ask </li></ul><ul><li>What are unseen forces? </li></ul><ul><li>What do we do if things do not go as </li></ul><ul><li>planned? </li></ul><ul><li>How do we anticipate the </li></ul><ul><li>unexpected and still achieve our </li></ul><ul><li>goals? </li></ul>
  14. 14. What happens now? <ul><li>If the unexpected happens, swift and </li></ul><ul><li>effective communications can help </li></ul><ul><li>implement the shift to “Plan B.” </li></ul><ul><li>Communication can help the </li></ul><ul><li>organization adapt to change and </li></ul><ul><li>keep moving towards the goal(s). </li></ul>
  15. 15. Summary and conclusions <ul><li>There are four essential steps </li></ul><ul><li>to the strategic planning process: </li></ul><ul><li>needs analysis, environmental </li></ul><ul><li>scanning, strategic summary and </li></ul><ul><li>contingency plans. </li></ul>

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