After selecting the organization and PR campaign, address the following questions:
Analyzing the organization and situation:
Describe the organization, including service/products, mission, etc.
What was the central issue of the situation facing the organization?
What was the background of the situation?
What was the significance of the situation?
Analyzing the publics:
What were the major publics for the organization?
Who were the key publics for this situation?
Who were the intercessory publics or major opinion leaders?
What were the major wants, interests, needs, and expectations of each public?