Situation Analysis
NM5208 Communication Campaign—Dr. Linda Perry

First, prepare your résumé and a cover letter to apply for a position on the team you would like to work for. The résumé and the letter of application, addressed to your instructor, are due in class Aug. 26.

Once you are on a team, you will help analyze the situation that has led to the need for a public relations campaign and then set the campaign’s goals and objectives. Existing research may be included as part of the situation analysis. Your goal is to understand your client, its relationships to its publics, its goals and objectives, and the situation — problem or opportunity — that needs a public relations campaign. Your team should collect all the information you can about the problem or opportunity. Use the client’s existing publications, including its websites, for sources. You should utilize a minimum of six sources.

1. The Report

The narrative report should be about 8 to 12 pages, typed and double-spaced. Add a cover sheet and a bibliography. Bibliographic styles may include footnotes (as at the bottom of this page) or references (as on the next page). The report is due in class Sept. 10. Include the following:

Background: Describe origins, history; what the organization is today, what it does; the relationship of parent and any subsidiaries; numbers and types of key publics, including demographics; geographical areas in which it operates; and any other information important to understanding the organization. Use the organization's materials. Be sure to get enough information on your organization's publics, particularly their demographics (5-6 pp).

Organizational Philosophy, Goals and Objectives: Describe the organization's basic mission, or reason for being, and its goals and objectives (1-2 pp).

The Situation: Public Relations Opportunity or Problem: Describe the problem or opportunity that is impetus for the campaign and the key publics most affected or involved. The problem statement should include theories of what management thinks is going on. Suggest some goals and objectives for the campaign; some research, planning and production activities for achieving those objectives, explaining why those tactics would be most effective; the media mix to be used; and how the campaign might be evaluated for effectiveness in achieving those objectives (3-4 pp).

2. Reference style example:
(placed at top of last page or footnote)

Bibliography

Grunig, James E., & Todd Hunt, Managing Public Relations, New York: CBS College Publishing (1984).

Perry, L.M., How to write a communication research paper, Singapore.: National University of Singapore publication (2007).

Perry, L.M., Organization Research, http://linda.perry.net/nm5208/research.htm (retrieved 16 August 2007).

Tan Xi Ling, telephone interview, 16 August 2008.

Research Grade Sheet

Background: (5-6 pages.)
_____ Origins, early history.
_____ What the organization is today, what it does
_____ Relationship of parent and any subsidiaries
_____ Numbers, types and demographics of key publics
_____ Geographical areas in which it operates
_____ Other information ______________________.

Organizational Philosophy: (1-2 pages.)
_____ The organization's basic mission
_____ Aspirations, goals and objectives.

Public Relations Opportunity or Problem: (2-4 page)
_____ Problem or opportunity described, including management's theories
_____ Key publics most affected or involved.
_____ Goals & objectives suggested for the campaign: Objectives are realistic, measurable, specific.
_____ Research, planning & production activities suggested: on target with objectives.
_____ Media mix suggested.
_____ Campaign evaluation suggested to test effectiveness in achieving objectives.

Content (70) ___________
Bibliography (5) ___________
Writing, Grammar/Sp (25) ___________
TOTAL (100) ___________