Strategic Public Relations Planning- - K. Windifa Darwin

Formative research is conducted as an input into the

planning of a communication activity. In simple term,

involves measuring pre-campaign level of awareness,

attitude, perception, and audience needs.

What is formative research

In PR Practice

Formative research use to….

Scan the environment

Conduct situation analysis

Identify stakeholders

Determine how the organization can communicate to achieved it’s objectives

Develop departmental structures that facilitate communication with stakeholders.

The Research

Qualitative

Research

Quantitative Research

Qualitative Research

used to gain the

responses of a small

sample group

Quantitative Research

provide numbers – it

quantifies the proportion

of people who think or

act in a certain way in

relation to the topic in

question

Stages On Formative Research

Analyzing the

Situation

Analyzing the

Organization

Analyzing

the Public

Analyzing Situation

Understand the situation – get to know the situation that happen internal and external

This analyze, it require planning, client, supervisor, key person and High level

Understand about Issues Management –issues management is the process by which an org try to anticipate emerging issues and respond to them before they get out of hand

Analyzing Organization

Analyze with SWOT analysis, this analysis

will affected by :

Internal environment – mission,

resource, performance

Public Perception – based on both

visibility and reputation

External environment – important aspect

of the external analysis to consider the

nature of any rivalry may exsist.

Analyzing Public

Understand the public :

Internal public

External public

Four categories of Public :

Customers – those who receive product or service of an organization

Producers – those who provide input to the organization

Enablers – those public that serve as regulators by settling the norms or standart for organization

Limiters – those publics that in some way reduce or undermine the success of organization (e,g : competitors, opponents)

Key Public :

Non public – group doesn’t share any issues with the organization and no real consequences to or from organization

Latent public – public that share an issues with organization but doesn’t yet recognize this situation or its potentil

Apathetic Public – an aware public that face issues and percive the consequences as being relevant

Aware public – recognizes that its share

an issues and perceive the

consequences as being relevant but its

not organized to discuss and act on the

issues

Active public – has reached the fullness

of what we identity as a public

“The most productive sources …are those that can reliably signal what will happen.

…the executive who uses The Wall Street Journal or The New York Times… learns

more about what has happened and what is happening, categories of strategic

intelligence of high immediacy but low value for learning about the future. The real

value of such instantaneous sources is in confirming the resolution of strategic

issues the organization should already have identified and tracked.”

In a book on environmental scanning, John Stoffels

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