The Situation Analysis should include the following sections.

1. Issue Analysis (including intended behavioral or attitudinal outcome)
2. Audience Analysis

• Describe your target audience psychographically, in terms of their media use and influencers, and include any information available about their attitudes toward your issue
• What are challenges and opportunities of communicating about your issue to this audience?

1. Competitive Analysis

• Who else is trying to get the attention of your target audience for similar reasons?
• Think of direct and indirect competitors. Don’t simply list them, but describe them briefly and state why they are competition for your message.

1. Contextual/Climate analysis

• What social, economic, political, etc. factors impact your issue and your ability to communicate persuasively to your audience about your issue.

1. SWOT analysis – Strengths, weaknesses, opportunities and threats (of your message/campaign)

• Strengths and Weakness – internal
• Opportunity and Threats – external

1. SMART Objectives – at least three SMART objective for your communication strategy/campaign

Requirements:

• At least one page (single space) per section. (e.g. minimum 6 pages)
• Grad students: at least 5 peer reviewed sources for your Issue and/or contextual analysis