Situation Analysis Basics

J453 Week 3

Transcript

1. Date An Analysis of the Situation How to start your plan on the right foot
2. What is a situation analysis? ✤ Definition ✤ Purpose
3. Structure ✤ Background ✤ Situation Analysis ✤ Core Problem or Opportunity
4. 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
5. Three Keys ✤ Situation ✤ Organization ✤ Audience
6. Pieces of the Puzzle ✤ External Environment ✤ Industry ✤ Client ✤ Product, Service or Issue ✤ Promotions ✤ Market Share ✤ Competition ✤ Resources ✤ SWOT Analysis ✤ Public Profiles
7. How much do we include?
8. SWOT ✤ Strengths ✤ Weaknesses ✤ Opportunities ✤ Threats
9. 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.
10. 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).
11. 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.
12. Role of Research ✤ Fill in the holes.