Strategic Communication Planning ◾ 153
II. Unit
A. Identify any PR Problems, Opportunities, Goals
a. Mandatory/Pragmatic/Political
b. Reputation/Relationship/Task Management
B. Develop Background/Situation Analysis
a. Strengths, Weaknesses, Opportunities, Challenges
b. Political, Economic, Societal, Technological Environments
C. Other Research to determine what people know, feel and do
a. Media Monitoring
i. Coverage content analysis
a. Tone toward organization (positive, negative, neutral)
b. Key/repeated messages
b. Boundary Spanning
i. Internal listening
ii. External constituent listening
a. Correspondence/calls/complaints
c. New, primary research, formal and informal
i. Polls, surveys, focus groups, ...