ENVIRONMENTAL SCANNING

Environmental Scanning



Environmental scanning is a collection of problems from the external environment for information management and use of the method of strategic decision-making process. This company used this as radar for early warning system to receive new or unexpected change to help senior management of the organization's in future plans. Apart from the new issues, environmental scanning strategic intelligence can also help quantify the problems foreseen.

In environmental scanning, the internal analysis is considered o be the first step. Because of the fact that organization should fully understand its internal atmosphere before considering the external surroundings, will help organization to quantify and justice.

The environmental scanning or monitoring seems to have originated in the field of business management. In addition to testing the organization's threats and opportunities, environmental scanning is also encouraged for the potential alliance and dominant ideology.

As the aim is to keep the organization informed, environmental scanning method of study is an open system, which uses two-way or two-way asymmetrical or symmetrical communication model (Dozier, 1986).

Environmental scanning is significant because for the dynamic management of public relations professionals, the success of organization will be based on the senior leaders having the aptitude to adapt to hastily changing outer atmosphere. Because it is very easy to manage as major public relations, public relations practitioners can make use of environmental scanning data, to help keep the organization greater aware of the surroundings both internal and external, critical to the success or failure of organization.

The compilation and processing of intelligent data on the environment also makes the management decisions dominant in overall industry. Those organizations who failed to do environmental scanning are often not the dominant Union. Larissa A. Grunig and Dozier wrote in their book, "This is one source of power that practitioners can use to re-define the function of public relations and change the vertical and horizontal structure of the source (Dozier & Grunig, 1992).

The process of environmental scanning requires it leaders to effectively executive the information because sometimes they are overloaded with lots of information and in this situation, they have to identify only those sets of information which have greater impact on the organization. Thus the process of environment scanning is like separating a piece of wheat from chaff.

Here are some guidelines on how to do environmental scanning.

Seeking the Signs of Change:

The scanner must be able to identify the sign and symptoms of ...