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.
3.1 Identifying Publics
3.2 Analyzing Publics
Who are the major publics for your organization?
Who are the key publics for this situation?
Who are the major opinion leaders for these publics?
Customers (Groups of people who use your product/service)
Who are your primary customers?
Who are your secondary customers (who use the products or services of your primary customers)?
How have your customers changed within the last three years?
How are your customers likely to change within the next three years?
Producers (Groups of people who provide your product/service)
Who produces your service/product?
Who provides your organization with services and materials?
Who provides money?
How have your producers changed within the last three years?
How are your producers likely to change within the next three years?
Enablers (Groups that create an environment that supports your organization)
Who are opinion leaders among your customers?
Who are your colleagues?
Who are your regulators?
How have regulators helped you within the last three years?
With whom do you have contracts or agreements?
What media are available to you?
How have the media helped you in the last three years?
How have your enablers changed within the last three years?
How are your enablers likely to change within the next three years?
Limiters (Groups that create an environment that does not support your organization)
Who are your competitors?
Who are your opponents?
What type of opponents are they advocates (for something), dissidents (against something), activists (seeking something), or zealots (single-minded and potentially aggressive)?
Who can stop you or slow you down?
How have your limiters changed within the last three years?
How are your limiters likely to change within the next three years?
Intercessory Publics and Opinion Leaders|
What publics are in a position of influence with your key publics?
How likely is it that they will speak for your organization's position?
Who are formal opinion leaders for elected and/or appointed government officials?
How likely is it that they will speak for your organization's position?
Who are informal opinion leaders for family, neighborhood, occupational , religious, ethnic, or community leaders?
How likely is it that they will speak for your organization's position?
Who are vocal activists on this issue?
How close is their position on this issue vis-a-vis the organization's?
How likely is it that they will speak for your organization's position?
Key Publics
Based on the issue you identified in Step 1 as well as the above information and insights about your various publics, select several that warrant particular attention. These become your key publics as your address this issue.
What is the nature and type of each key public?
What are the major wants, interests, needs and expectations of each public?
What benefits can you offer this public?
Characteristics of each Key Public re: Issue
What does this key public know about this issue?
What does this public think about this issue?
What does this public want on this issue?
What does this public not want on this issue?
What does this public need on this issue?
What problem(s) does this public have related to this issue?
What does this public expect from the organization vis-a-vis this issue?
How free does this public see itself to act on this issue?
Characteristics of each Key Public re: Organization (or its Product/Service)
How does or how might the key public affect your organization?
How does or how might your organization affect this public?
What does this public know about your organization?
How accurate is this information (compared to info in Step 2)?
What does this public think about your organization?
How satisfied are you with this attitude?
What does this public expect from your organization?
How much loyalty does this public have for your organization?
How organized or ready for action on this issue is this public?
How influential does this public see itself with the organization?
How influential does the organization see this public?
Communication Characteristics of each Key Public
What personal communication channels do this public use?
What organizational media does this public pay attention to?
What news media does this public pay attention to?
What advertising or promotional media does this media pay attention to?
Is this public actively seeking information on this issue?
How likely is this public to act on information it receives?
Who are credible sources and opinion leaders for this public?
Demographic/Psychographic Characteristics of each Key Public
Age
Geographic characteristics
Socio-economic traits
Product/service usage
Cultural/Ethnic/Religious traits
Education level
Lifestyle traits
Other relevant characteristics
Benefits
What benefit or advantage does your organization offer each public?
How does this benefit differ from the benefits available from other organizations?