Assignment: Situation Analysis for Your Communications Campaign
As you begin planning your term-long campaign, you’ll create a Situation Analysis to clearly define the issue you’re addressing and the audience you want to reach. This document should serve as a foundation for the rest of your campaign materials.
Your Situation Analysis should be 1–2 pages and include the following sections:
1. Issue Analysis
Explain your topic clearly, assuming the reader has no prior knowledge. Include relevant background information, history, and current context.
Identify the specific behavioral or attitudinal outcome you hope to influence (e.g., increase recycling, reduce plastic use, shift opinions on climate action).
Discuss why this issue mattersboth to you personally and to the broader community or world.
State your campaign’s goal: What should your audience think, feel, or do as a result of your campaign?
2. Audience Analysis
Describe your target audience using psychographics (e.g., values, lifestyle, beliefs) and media habits. Who or what influences them (e.g., social media personalities, news sources, peers)?
Include any relevant attitudes this audience may already have about your topicsupportive, skeptical, unaware?
Reflect on communication strategy: What makes this audience a challenge to reach, and what opportunities exist to engage them effectively?
Note: Assume this is a real campaign you’ll be launchingbe specific and strategic in your analysis. See my attached chosen situtation proposal to write about.
