PR 605 Lecture Notes - Lecture 12: Market Environment, Human Resources, Alternative Media

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Environmental scanning is collecting information about the world on the organization"s outside to create a good enough map of the world to strategically make decisions. Like every map, organizations that create them for making decisions include essentials and leave out details that aren"t important. You need to update these maps, but only when there are changing conditions that require you to update it. Environmental scanning is an important piece of issues management and dealing with conflict. Different organizational departments pay attention to parts of the environment of the organization. Marketing pays attention to customers and what"s going on with the customers. Human resources pays attention to what "s going on with the organization"s employees. Things that affect people, groups, and organizations outside of the organization are: Normally, people inside the organization don"t track those outside the organization who are affected by these things. Organizations form publics based off of the things they do as an organization.

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