Guideline 9. Environmental scans

Submitted by Anonymous (not verified) on Tue, 07/10/2018 - 09:46

The institution regularly gathers news and information and selects those that may have an impact on its operations and its stakeholders.

Guideline code

COM_01100

Mechanism

The communication unit should identify and proactively inform senior management of emerging issues that could have a potential impact on the institution. The use of social media monitoring software can be useful.
The communication unit should analyse and prioritize issues and, in collaboration with other relevant internal units, propose potential response or holding lines.
Information provided by the environmental scans should be organized to provide details on:

Objective and methodologically sound public opinion research can be useful in tracking changes in attitude and emerging issues.

Parent

Structure

The communication unit, in collaboration with relevant internal units, should be responsible for carrying out a regular scan and analysis of the internal and external environment for the institution, for selected distribution within the institution.
Management should ensure that medium- to long-term emerging issues are considered as part of the institution’s overall strategic plan.