Environmental Scanning

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Environmental scanning
PR scans the environment, is a boundary spanner of the entire system, and helps the organization change in response to environmental pressures.
factors that affect scanning
degree of conflict with or competition against the environment
factors that affect scanning
degree of dependence on internal support and unity
factors that affect scanning
degree to which internal conditions and pressure is predictable, allowing PR to plan
factors that affect scanning
Organizational characteristics such as size, mission, structure.
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