The first step in planning a good public relations program is a ________ and a needs assessment of the current situation.

The first step in planning a good public relations program is a ________ and a needs assessment of the current situation.

• A. Review
• B. Audit
• C. Survey
• D. Analysis

Answer: (A)

The first step is a review of the current situation, paired with a needs assessment. A thorough review looks at what’s happened before, current goals, audience perceptions, the media environment, and available resources. This establishes a clear baseline and context for what needs to change or be improved. The needs assessment then identifies gaps between where you are and where you want to be, prioritizing actions and resources. An audit focuses more narrowly on specific processes or finances, a survey collects data from publics, and analysis interprets data after it’s gathered. They’re useful, but they come after you’ve established the overall situation with a review.

The first step is a review of the current situation, paired with a needs assessment. A thorough review looks at what’s happened before, current goals, audience perceptions, the media environment, and available resources. This establishes a clear baseline and context for what needs to change or be improved. The needs assessment then identifies gaps between where you are and where you want to be, prioritizing actions and resources.

An audit focuses more narrowly on specific processes or finances, a survey collects data from publics, and analysis interprets data after it’s gathered. They’re useful, but they come after you’ve established the overall situation with a review.