Research for analysis of a specific problem should

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Research for analysis of a specific problem should include these elements: 1) A broad overview of what has gone before that influences the present situation 2) Changes expected in the environment in the next year or so that could affect the organisation.
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3) Social, political and economic trends foreseeable in the next five to ten years that could affect the organisation; and 4) What the organisation can do to influence the public to accelerate favourable trends and slow down unfavourable ones. Public Relations Process: There are at least nine questions to be answered. i) What are the objectives in influencing public opinion? ii) What are the alternative avenues of action for attaining them? iii) What are the risks in taking each avenue? iv) What are the potential benefits in each? FACT-FINDING RESEARCH Situation Background Causes Precedents Allies Opponents Neutrals PLANNING AND PROGRAMMING COMMUNICATION EVALUATION Strategic Analysis Objectives Alternatives Risks Benefits Consequences Decision Tactics Actions Timing Repetition Follow-up Results Yardsticks Proposal Vehicles Media Talent Cost Conclusions Revisions Renewal Termination Approval Commitment Support Participation Feedback
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v) What are the potential consequences beyond each? vi) Which avenue do we choose to take? vii) What should be the structure of a proposal to proceed on the course chosen embodying the projects and programmes we want to carry out? viii) In what form do we present our proposal to best advantage for approval? To whom? ix) What is the minimum commitment in support and participation acceptable from administration if the plan is to go forward and succeed? INPUT ACTIVITY OUTPUT ORGANISATION POLICY ANALYSIS PR POLICY ANALYTICAL PROCESS Target Groups Media Message Intended effect PROGRAMMING Programming incl. Budget Timing PR PLAN Analytical view on present situation and surrounding factors. Co-ordination with other corporate activities. ACTIVITIES Evaluation Follow up
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