Envrionmental Intelliegence

Any company of note faces an array of challenges when it comes to maintaining positive connections with its various publics. This includes being well-versed on any notable public issues that may arise. Such a challenge speaks to what author Karl Albrecht refers to as "environmental intelligence." Specifically, this refers to how well the organization is able to collect and analyze information it gathers from multiple sources beyond its internal structure or borders. The more well-versed the organization is, the better able it is to partner with its customers, stakeholders and surrounding community.


Albrecht identifies eight different environments that are worthy of a company's ongoing attention. They are: customer environment (demographic factors), competitor environment (actions and strengths of competitors), economic environment (state of local and national economy), technological environment (any new technological advances), social environment (cultural patterns), political environment (governmental actions and trends), legal environment intellectual property issues), and geophysical environment (impact of company's location on surrounding geography). Without question, each of these areas are quite complex and require full-time attention.


Keeping abreast of pertinent and timely information in each environment is work that a company's top communication officer can do. As a professional that focuses on establishing and maintaining positive ties on behalf of those they represent, it is key this person and their office be heavily involved in ensuring their company's level of environmental intelligence is as good as it can be possibly me. It also is one more example of how public relations as a function is a great deal more complex than simply helping generate publicity for a client. Establishing a high level of environmental intelligence helps ensure a company remains a well connected and influential entity among its publics.