Phase 1: Research
Worksheet for Step 1:
Analyzing the Situation
Begin with the basic planning questions. Then address the expanded planning items to the extent they help. Skip any items that don’t address your planning needs. The word “situation” is synonymous with “issue.” An example of a hypothetical issue is provided to illustrate the basic planning part below:
Basic Planning
What is the situation/issue facing the organization?
The following is an example only. You need to answer this question as it applies to your campaign topic.
The UAE Ministry of Education (MOE) requires children at private schools to study Arabic for up to three hours each week while children of Muslim parents are also obliged to attend Islamic studies classes. However, private schools in the UAE offer the option of “Special Arabic” and “Special Islamic” to parents whose children do not speak Arabic, to non-Muslim students and to students who are generally weak in either subject. “Special” courses offer a more basic curriculum and are simpler than the regular courses required by the MOE. While many take these special courses for legitimate reasons, some parents enroll their children in these courses to escape the rigors of the full courses.
Note that if your situation/issue requires presenting an accepted definition, you should start with it. For example, if your situation/issue is a medical or health condition, a social or cultural issue, a technological issue, a new trend, etc., then start with a common definition from an authority.
What is the background of the situation/issue?
A history of the situation/issue should be provided here, including when did it start, where, why, how, did it expand, how many students are affected by it, how many points of view are involved, etc. This should be referenced and sources cited APA style.
What is the significance or importance of the situation/issue?
For this situation/issue, the significance is that an increasing number of high school students in the UAE are choosing a lighter curriculum of Arabic and Islamic Studies. According to educational experts, this is contributing to a weakness in Arabic language proficiency among high school graduates in the UAE (Al Qassimi, 2013). It is also creating two systems; one in which students study the full curriculum and another “easier” option where students study a watered-down version of the two subjects. According to UAE educational expert Nabil Matar, special classes are contributing to a general decline in Arabic proficiency and use in the UAE (Matar, 2011). In addition, Maitha Al Muhairi, an Abu Dhabi school principal, believes this situation is one of the causes of the weakening of the UAE national identity (Al Ittihad, 2012).
What are the research key words for your topic?
Special courses, UAE private schools, light Arabic & Islamic curriculum
“Special Arabic”, “Special Islamic,” weak language preparation UAE.
Expanded Planning
Choose only the questions that apply to your campaign situation/issue and those where information is available. Ignore any questions that seek information you’ve already provided in your answers to the basic questions.
Background on the Issue
Is this the first time your organization has dealt with this situation, or are you setting out to modify an existing communication program?
What is the cause of this situation?
Is there any dispute that this is the cause?
What is the history of this situation?
What are the important facts related to this situation?
Does this situation involve the organization’s relationship with another group? If yes, what groups?
Consequences of the Situation
How important is this situation to the organization’s mission?
How consistent is this situation with the mission statement or vision statement?
How serious of a response is warranted to this situation?
What is the likely duration of this situation? (one time? Limited/short-term? Ongoing/long term?)
Who or what is affected by this situation?
What predictions or trends are associated with this situation? (These can be organizational, industry-related, community relations, nation-related, etc.)
What potential impact can this situation make on the organization’s mission or “bottom line”?
Do you consider this situation to be an opportunity (positive) or an obstacle (negative) for your organization? Why? If you consider this an obstacle, how might you turn it into an opportunity?
Resolution of the Situation
Might information (quality or quantity) affect how this situation is resolved?
How can this situation be resolved to the mutual benefits of everyone involved?
What priority does this situation hold for the public relations/communications staff? for the organization’s top management?
How strong is the organization’s commitment to resolve this situation?
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