This powerpoint provides an overview of the process of conducting a PEST for a public relations campaign plan.

1. T A K O D A I N S T I T U T E
M A S S C O M M U N I C A T I O N
6 / 1 1 / 2 0 1 3
Environmental Scanning:
The PEST Model

2. An Environmental Scan
 What’s happening?
 Why’s it happening?
 How are other’s responding?

3. 3 Basic Models
 SWOT
 Internal Factors: Strengths & Weaknesses
 External Factors: Opportunities & Threats
 PEST
 Political, Economic, Social, Technological
 Direct Comparison (Marketing Mix)
 Price, Place, Product, Promotion

4. Takoda Specific
 SWOT
 Taught in Marketing 1
 PEST
 Taught in Mass Communication
 Direct Comparison
 Taught in Marketing 2

5. The PEST Scan
 Popular Uses
 Health Awareness Campaigns
 Community Based Campaigns
 Transitions Campaigns
 Ballot Initiatives
 Political Campaigns
 Fundraising

6. Stock Political Questions
 Who are the elected leaders?
 What is the balance of conservative to liberal?
 What are the current laws?
 What are the current regulations?
 How do you create change?
 If you are a political campaign, what laws govern
your fundraising and expenditures?
 What are the interest groups involved in the
community?

7. Stock Economic Questions
 What is unemployment?
 How much disposable income to people have?
 What are the costs of starting or expanding a
business?
 How available is capital, investment income, etc.?
 What are the key economic indicators?
 Mature market? New market? Declining market?

8. Stock Social Question
 What are the demographics?
 Race
 Class
 Gender
 Religion
 Ages
 What are the communication patterns?
 What are living situations?
 Walkers? Drivers? Mass transit?

9. Stock Technology Questions
 Infrastructure
 Cable
 Wi-fi
 Broadband
 Telephone
 Digital Divide
 Who has what technology?
 How do people get information