PR 605 Lecture Notes - Lecture 14: Early Access

• School: Ball State University
• Department: Public Relations
• Course: PR 605
• Professor: Ingrid Cummings

Document Summary

The role of scanning in strategic origins of programs. A strong role for environmental scanning is expected in organizations that have excellent programs of communication. This is a straightforward logic, which is building communication programs in response to publics that can assist or hurt organizations, and involving top communicators in those decisions/bringing them in when upper-level management needs them. Top communicators, to be considered to be a part of these decisions, come from environmental scanning. This means that top communicators are asked about activities that organizations can use to plan and implement programs of communications. There are formal and informal activities that are considered. Formal scanning activities include sophisticated, yet expensive, techniques to help keep track of what s going on with each public involved. These include services of public opinion research agencies and communication/ pr audits. Decision makers use demographic data and key public surveys to track how the public reacts to an organization.