CMST 2PR3 Chapter Notes - Chapter 5: Swot Analysis, Situation Two

• School: McMaster University
• Department: Communication Studies
• Course: CMST 2PR3
• Professor: Terry Flynn

Document Summary

Rosie - research, objectives, strategies, implementation, evaluation. Evaluation can happen at any point in a strategic program, not just at the end. Formative research: research conducted at the beginning of the planning process, or during the implementation of a plan. Information acquired helps formulate your program, its components, goals, objectives, strategies, tactics. Analytics: a field of data analysis used to describe, predict and improve how organizations communicate with publics; commonly refers to tracking of website traffic and resulting behaviour. Summative research: research conducted at the end of a campaign, to determine the extent that objectives and goals were met. Organize research into 3 major areas: situation, organization, publics. The setting provides the context for the problem or opportunity from which the public relations goals arise. Situation analysis: a report analyzing the internal and external environment of an organization and its publics as it relates to the start of a campaign or program.