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Situation Analysis Basics
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Kelli Matthews
October 18, 2016
Education
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Situation Analysis Basics
J453 Week 3
Kelli Matthews
October 18, 2016
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Transcript
Date An Analysis of the Situation How to start your
plan on the right foot
What is a situation analysis? ✤ Definition ✤ Purpose
Structure ✤ Background ✤ Situation Analysis ✤ Core Problem or
Opportunity
Background ✤ Synthesize your research: industry, external environment, product or
program, market situation and current trends in opinion & attitudes. ✤ Profile potential publics ✤ Intervening publics and available resources
Three Keys ✤ Situation ✤ Organization ✤ Audience
Pieces of the Puzzle ✤ External Environment ✤ Industry ✤
Client ✤ Product, Service or Issue ✤ Promotions ✤ Market Share ✤ Competition ✤ Resources ✤ SWOT Analysis ✤ Public Profiles
How much do we include?
SWOT ✤ Strengths ✤ Weaknesses ✤ Opportunities ✤ Threats
Public Profiles ✤ Brainstorm a list: who are all the
potential audiences that you may need to reach. ✤ Divide that group into three categories: Probable, possible, unlikely ✤ Identify self-interests ✤ Identify opinion leaders & influentials. ✤ Assess current relationships.
Situation Analysis ✤ Provide an assessment of the situation as
it appears after your background analysis. ✤ Identify related issues, problems or difficulties (framing them as difficulties that can be overcome).
Core Problem or Opportunity ✤ Cut to the heart of
the problem. ✤ Translate it to a tangible consequence if the problem isn’t solved. ✤ One or two sentences.
Role of Research ✤ Fill in the holes.