ABSTRACT
Book Title: Strategic Planning for Public Relations
Chapter Author: Ronald D. Smith
orcid.org/0000-0002-9757-8399
Chapter Number and Title: Formative Research. Step 2: Analyzing the Organization
This step introduces the concepts of mission, vision, and values as they apply to both corporations and nonprofit organizations. It provides information on how organizations can create public statements on these aspects of organizational structure. This step also presents the communications audit, also called a public relations audit. This step focuses on the situation analysis as it applies to the internal environment of an organization (performance, niche structure, ethical base, and internal impediments); public perception (including visibility and reputation); and external environment (supporters, competitors, opponents, and external impediments).
