Public Relations and Social Marketing

PUBLIC RELATIONS AND SOCIAL MARKETING 4(1+3)

Lesson 14 : Scanning Market Environment

Micro-environment

• Internal resources: The micro-environment consists of factors related to the organization sponsoring or managing the social marketing effort. These considered as internal forces

• Resources: Resources include both human and materials. Availability of funds and other infrastructure are material resources while expertise, skill and time availability of the staff are human resources.
  

• Service Delivery Capabilities: The availability of organization’s distribution channels for current products and services or ones that are going to be developed. Are there any concerns with the current or potential quality of this service delivery are to be considered.
  

• Management Support: How much support the management can extend for social marketing project will be only when it is briefed. Without management support nothing can be done.
  

• Issue Priority: One has to clarify whetherwithin the organization, is the social issue of the plan will be address­ing a priority for the organization? Are there other issues that will be competing with for resources and support, or is this one high on the list? The success of the programme will be directly be influenced based on the priorities of the organization.
  

• Internal Publics: The employees are considered as internal publics. Willing supportwithin the organization and expertise are important. Sometimes groups or individuals buy-in will be needed for the success of programme.
  

• Current Alliances and Partners: Existing alliances and partners whether potentially provide additional resources such as fund­ing, expertise, access to target populations; endorsements, message delivery, and/or material dissemination are to be decided.
  

• Past Performance: How successfully the organization is able to do this type of programmes earlier? this has to be reviewed nothing but Strengths and Weaknesses.
  Strengths : They are positive tangible and intangible attributes of the organization, which are within the organization’s control.

• Weaknesses: Factors that are within an organization’s control that distracts from its ability to attain the core goal.