How to conductbackground researchbefore a PR activity

PR Answer

Content 1. Stakeholders and Publics2. Sectoral Considerations3. Organizational Development4. Organizational Characteristics5. Issues6. Public Opinion7. Times scale8. Resources

1. Stakeholders and PublicsStakeholders• Identify stakeholders• Identify stakeholder communication requirements

Publics• Stakeholders to whom an issue or a problem has been

created

To consider:• Range: breadth of stakeholders and publics concerned

E.g. a niche group of people vs large group• Number and location • Influence and power • Relationship to the organization close (e.g. employees)

or remote (e.g. online traffic)

1. Stakeholders and Publics

The way PR is conducted depends on sector• Public | Non-profit | Private ?

Communication will differ in each sector:Need to consider sector and niche, e.g. Manufacturing & sales promotions or exhibitions vs Services & case studies, testimonials

2. Sectoral Considerations

Useful to conduct the SWOT analysis

• Strengths (internal)• Weaknesses (internal)• Opportunities (external)• Threats (external)

2. Sectoral Considerations

Business stageDepends also on business sector, decline and development will vary e.g. fashion vs electronics Duration of cycles in different sectors varies, e.g. motor trade or food retail mature slowly

3. Organizational Development

What influences organizational development?1. Nature of the industry2. Competitor activity3. Technology development and impact4. The power of suppliers5. The power of consumers

3. Organizational Development

Consider whether:• Start-up or mature business?• Growth rate• Maturity of the business• Declining?

This will influence strategy

3. Organizational Development

To consider:HistoryCurrent statusFuture plans and goals

4. Organizational Characteristics

The Organizational Characteristic Framework1. Nature of the sector (What? Trends? Environment? Economy? Sector

reputation? Size?)2. Competition activity (Size? Well established? SWOT)3. Organizational mission 4. Nature of the organization (what activities? Amount of products/services?

Specialist PR needed?)5. Traditions and history (internal)6. Image history (how is the company perceived in the market over the years?)7. Type of employees (blue/white collar? Semi/unskilled? Or a mixture?)

4. Organizational Characteristics

The Organizational Characteristic Framework1. Nature of the sector (What? Trends? Environment? Economy? Sector

reputation? Size?)2. Competition activity (Size? Well established? SWOT)3. Organizational mission 4. Nature of the organization (what activities? Amount of products/services?

Specialist PR needed?)5. Traditions and history (internal)6. Image history (how is the company perceived in the market over the years?)7. Type of employees (blue/white collar? Semi/unskilled? Or a mixture?)

4. Organizational Characteristics

1. Structural – long term trends in society or industry; e.g. population, globalization, technology

2. External – environmental, political issues3. Crises (usually short-term)4. Internal – industrial relations, change5. Current affairs6. Potential (research communities, futures groups, think

tanks, social listening)

5. Issues

1. Social media2. Online and off-line opinions gathering3. Paid surveys 4. Current customers

6. Public opinion

1. Internally driven timescales

2. Externally driven timescales – parliaments, finances/conduct authorities

7. Time Scale

1. Determine appropriate departmental structure with relevant activities

2. Determine human and financial activities 3. PR budget determined by internal resource allocation model 4. Prioritize PR activities and carry out essential activities

Resources and timescales are controlling factors of PR activity

8. Resources

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