Week 3_Day 2_COMM352

Week 3_Day 2_COMM352 - Research& Environmental Scanning

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 3/2/11 Click to edit Master subtitle style Environmental  Scanning
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 3/2/11 The Function: Research § Environmental scanning § Monitoring § Issue management 
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 3/2/11 Environmental Scanning § “…the systematic, multi-method collection  and review of potentially relevant data from  industry, government and academic sources”  (Issues Management, Essential Knowledge  Project, 2008) § A method for coping with external  competitive, social, economic, and technical  issues that may be difficult to observe or  diagnose but that cannot be ignored and will  not go away  (Stoeffels, 1994)
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 3/2/11 Why scan the environment? § Know what’s going on § Anticipate issues before they become  problems § Manage issues § Gauge effectiveness of efforts
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 3/2/11 Scanning Process 1. Gather input and generate information 2. Synthesize and evaluate emerging issues 3. Communicate environmental insights 
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Week 3_Day 2_COMM352 - Research& Environmental Scanning

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