2. Week 2
Phase 1, Step 1-2
Phase 1, Step 1-2
Phase 1, Step 1
Research: Analyzing the Situation•Situation- set of circumstances facing an organization
•needs to be clear so that it can be effectively addressed
•similar to a problem- a question that needs to be addressed
•can be a positive or a negative
•Positive- opportunity
•new store opening
•other examples?
•Negative- obstacle
•loss of sales
•other examples?
3. Week 2
Phase 1, Step 1-2
Phase 1, Step 1-2
Phase 1, Step 2
Research: Analyzing the Organization
•Self awareness is key
•Need a clear understanding of:
•what the organization is
•what the organization does
•what the organization aspires to be
•what kind of organization do people think we are?
•Mission statements:
•a brief and strategic description of the purpose of the organization
•different from the vision statement
•SWOT analysis comes in here
•provide a keen view of all sides of the organization, internally and externally
•honest look at “self” for the company
4. Week 2
Phase 1, Steps 1-2
Phase 1, Steps 1-2
Research: Analyzing the Organization
Areas to look investigate:
•Internal Environment
•performance- the goods and services provided.
•niche
•structure- resources, decision making process, hierarchy of various
disciplines
•ethical base
•internal impediments- obstacles within that might impede the effectiveness
of a campaign
•Public Perception
•visibility- known? well known?
•reputation
•External Environment
•Supporters
•Competitors
•Opponents
5. Week 2
Phase 1, Steps 1-2
Phase 1, Steps 1-2
Lab Assignment/Homework:
•(LA/HW #2) SWOT Analysis collaboration time due by EOC, if time
permits (agency assignment, 1 grade for all group members, group
member missing? “0” with unexcused absence)
•Read Phase 1,
Step 3: Publics
6. Week 2
Phase 1, Steps 1-2
Phase 1, Steps 1-2
Thought of the Day:
“An excuse is just a reason wrapped up in a lie.”
-Henry David Thoreau
7. Week 2
Phase 1, Steps 1-2
Phase 1, Steps 1-2
Thought of the Day:
“An excuse is just a reason wrapped up in a lie.”
-Henry David Thoreau
Notas del editor
-My lectures aren’t going to be long, they’re going to be a recap of what you should have read because by this class you should know all of this, this class is about pulling together and applying those things you’ve learned through your educational career. Application. Not Lectures. I’ll point out the key areas, answer any questions so if you need any further explanation on something ask. Less talk, time to do. -Revised the syllabus/grading scale, that’s the beauty of evaluation, you see room for improvement and simplification. I simplified it, I’ll get set up on blackboard and also provide the revised copy for you next week.
-Analysis of situation is crucial to beginning of the process. All parties involved should be in solid agreement about what the situation is that we’re attempting to address and/or solve. Client, decision makers and agency team need to be all in agreement.
-Obstacles can be turned into opportunities. Research can lead to the ability to find ways to move the obstacle from a negative to a positive end result.
-Opportunity is an opening, something we can embrace
-Obstacles are seen as a roadblock or something we have overcome, in spite of, change or move
-no matter how it is viewed because everyone may view an issue in different ways, glass half full mindset, the main thing is that there must be agreement on what the issue or situation is that needs to be addressed.
-issues that come up that need to be addressed are usually handled through best practices and don’t often require a campaign but they can present smaller hurdle or obstacles for an organization
- self awareness; knowing about self in order to appropriately address the situation
-Answers to these questions can be found in the mission and vision statements, typically
-vision statements look at the future of the organization. where they want to be, who they want to be
-vision statements are key in developing positioning in the campaign because they give a brief overview of the goals and where the organization as a whole wants to end up. If the vision is to be a family friendly resource then the positioning is likely not going to focus on single and social night life based solutions to the situation
-performance- what do they have to offer and what is the quality, improved on previous offerings or gone down hill? is it a specialty? a niche? what makes this company different from competitors
-internal impediments can be found in the culture. Political environment? mistrust? etc.
-reputation is connected to visibility. is what is visible of the company positive or negative?
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