Week 2: 2.1.4

  1. What does context mean in terms of knowing how, when, where and why an organisation is communicating?

  2. Can you think of some ways to use media monitoring to help inform information about your organisation and/or the key issues they are facing or are interested in?

  3. Why might a communication strategist working long-term for an organisation keep an Issues Database? Can you think of some scenarios where that might apply for your current project?

  4. How could you apply environmental scanning to your needs analysis process?

  1. The social, governance, economic/funding, regulatory and environmental context that my chosen business operates in is important to understand in relation to clients in order to make sure that communication content is relevant in the first instance. Timely follows that, followed by how (channel).

  2. Media monitoring could be useful to keep our business focused on issues of importance to our buyers.

  3. Again, keeping an issues folder is useful as once you have identified issues (content areas) of relevance to buyers, you can contribute to the discussion around those relevant issues. These things always evolve over time, and come in and out of focus.

  4. Scanning in relation to my chosen business: need to think about this.

Marcus Baumgart