Environmental Scanning Assignment - Admission/Application Essay Example

Environmental Scanning affiliation Environmental Scanning The role of public relations officer in any is to find a point of concern or opportunity at the benefit of their client. The role requires massive research and information on a particular field a client may be involved in. Environmental scanning provides a mechanism that increases the ability of the public relation officer to be informed and updated on any issues that may affect their client. In addition, a public relation officer must be informed on the trends that may affect the efficiency of their services.

Environmental scanning provides the opportunity to analyze factors that may affect their practice in regards to service delivery to their clients. In an argument by Dalton (2011) environmental scanning provides an overall mechanism that enable a public relation officer to understand the risks, concerns and opportunities their clients may face. The process puts their clients in an exceptional position to understand their surrounding environments. The functionality of environmental scanning is divided into five steps.

Firstly, select the type of scanning that may suit the needs of your client. Most public relation officers use the formal analytical type which requires massive research and timely report presentations. The public relation officer then put together a team that is experienced and skilled to complete the task (Dalton, 2011). Team member should have skills in networking, imagination and fluency. The team then selects primary sources of information and identifies the design that may be used for the scan.

For instance, the team may review newspaper articles to understand the trends affecting the field. The final step is to deliver the accurate and reliable scanning information. Dalton (2011) asserts that the delivered information should convey accurate forecasts on the issue of concern. Moreover, the information provided should be in considerate of the possible outcomes of the event. ReferenceDalton, J. (2011). The Basics of Environmental Scanning. Retrieved from http://www.asaecenter.org/Resources/ANowDetail.cfm?ItemNumber=111955