Begin with the basic planning questions. Then address the expanded planning items to the extent they help. Skip any items that don't address your planning needs.
What is the situation facing the organization?
What is the background of the situation?
What is the significance or importance of the situation?
Background on the Issue
Is this the first time your organization has dealt with this situation, or are you setting out to modify an existing communication program?
What is the cause of this situation?
Is there any dispute that this is the cause?
What is the history of this situation?
What are the important facts related to this situation?
Does this situation involve the organization's relationship with another group? If yes, what groups?
Consequences of the Situation
How important is this situation to the organization's mission?
How consistent is this situation with the mission statement or vision statement?
How serious of a response is warranted to this situation?
What is the likely duration of this situation? (one time? Limited/short-term? Ongoing/long term?)
Who or what is affected by this situation?
What predictions or trends are associated with this situation? (These can be organizational, industry-related, community relations, nation-related, etc.)
What potential impact can this situation make on the organization's mission or "bottom line"?
Do you consider this situation to be an opportunity (positive) or an obstacle (negative) for your organization? Why? If you consider this an obstacle, how might you turn it into an opportunity?
Resolution of the Situation
Might information (quality or quantity) affect how this situation is resolved?
How can this situation be resolved to the mutual benefits of everyone involved?
What priority does this situation hold for the public relations/communications staff? for the organization's top management?
How strong is the organization's commitment to resolve this situation?