ABSTRACT

A situational analysis collects information relevant and necessary for the successful development and implementation of a public relations campaign. A key function of a situational analysis is to discover and sufficiently define the relevant stakeholder groups for the public relations professional. This chapter explains this vital function. There are different kinds of groups. Their level of knowledge and involvement with an issue can vary among groups as well as within groups. The major kinds of public relations groups are stakeholders, publics, constituents, market segments, audiences, and internal/external types. Although definitions vary, there is general consensus on what constitutes each group. These groups comprise individuals including opinion leaders, organizations, and the news media. Ways of grouping publics usually include a combination of geographic, demographic, psychographic, behavioristic (including media habits), and motigraphic characteristics as well as incorporating their views about an issue and opinions of the organization communicating the issue. Along with the importance assigned to the public, these definitions guide the public relations practitioner’s prioritization of the stakeholder groups.