This defines the terrain in which we have chosen to communicate. Understanding our environment requires thinking about the particular matters we need to deal with: - what is the public mood
- the media agenda
- what are the attitudes and concerns of the varying sectors and forces at play
- what are others doing or likely to do
- how can we expect things to develop
- what historical factors may be brought into play?
- What resources are at our disposal or the disposal of those who might join as partners in action?
Scanning of the communication environment makes it possible for the communication strategist to take action that is appropriate and therefore effective. It allows us to anticipate changes and make timely intervention. What we scan is the current environment and the likely future environment.
There are different ways of approaching this task - what matters is that we take into account whatever it is that makes up the landscape and the climate for this particular communication campaign. |