Strategic Planning

Strategic Planning for Public Relations by Ronald D. Smith

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By Ronald D. Smith

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What is its quality? 4. Within the last three years, has the quality improved, remained unchanged or deteriorated? 5. How satisfied is organizational leadership with this quality? 6. What benefit or advantage does the product/service offer? 7. What problems or disadvantages are associated with this product/service? Step 2 Analyzing the Organization 8. 9. 10. 11. 12. 37 What is the niche or specialty that sets you apart from competitors? How has the service/product changed within the last three years?

Fran Matera and Ray Artigue (2000) call this strategic research, the systematic gathering of information about issues and publics that affect organizations, particularly as the organization engages in the two-way models of public relations that were outlined in the Introduction of this book. In contract, they also note a second category, tactical research, which is information obtained to guide the production and dissemination of messages. Whereas tactical research helps public relations practitioners do then* job effectively, strategic research more directly impacts on the organization's overall mission.

Who is in a position to exert influence? Who ought to care? Who started the ball rolling? Who is now involved? Issues management is the process by which an organization tries to anticipate emerging issues and respond to them before they get out of hand. It is a process of monitoring and evaluating information. Like many other aspects of public relations, issues management involves potential change. For example, insurance companies, hospitals and health maintenance organizations all are trying to predict trends within the health-care industry and to have some kind of impact on the future.

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