CMN 3144 Chapter Notes - Chapter 5: Swot Analysis

• School: University of Ottawa
• Department: Communication
• Course: CMN 3144
• Professor: David Likely

Document Summary

Formative research: research conducted at the beginning of the planning process, or during the implementation of a plan. Summative research: research conducted at the end of a campaign or program to determine the extent that the objectives and goals were met. Situation analysis: a report analyzing the internal and external environment of an organization and its publics as it relates to the start of a campaign or program. Latent: people who are affected by a problem or issue but don t realize it. Aware: people who recognize that they are affected by a problem or issue in their environment. Active: people who behave and communicate actively in response to a problem or issue. Primary: groups of people identified as most important to the success of a public relations campaign or program. Secondary: groups of people who are important to a public relations campaign or program because of their relationship with primary publics.