ABSTRACT
A situational analysis collects information relevant and necessary for the successful development and implementation of a public relations campaign. A key function of the situational analysis is to discover and sufficiently define the issue for the public relations professional. This chapter explains this critical function. The public relations issue is a problem or an opportunity, and sometimes both. Some issues are proactive based on advanced planning, and others are reactive requiring immediate attention in an environment of uncertainty as is the case with crisis communication. The situation is a public relations environment where the issue resides like a market for products, financial institutions, legislative branches of state and federal governments, and others. These environments define the situation for the public relations practitioner. Factors in a situation can operate to affect an issue or the issue can affect them. Sometimes more than one situation surrounds an issue. All these contexts involve the relevant publics and potentially other stakeholder groups.
