Context Setting

1. Desired Result

Define the overall desired resultComms Pentagon Context

  • What is the overall objective?
  • What change is desired?
  • What are the objectives of the higher-level business strategy, marketing strategy, policy, program or project?
  • What does success look like?

2. Situation Analysis

Describe the situation

  • What issues, products, brands or services are the key topics of the communication activity?
  • Why is a communications strategy required?
  • What are the key issues?
  • What are expectations?
  • What are the constraints?
  • What are the associated projects, campaigns, activities or milestones the communication activity needs to support or align with?
  • Who is the client?
  • Who is accountable for the results?
  • Who is responsible for decisions?

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