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 are the goals?
What position do you seek?
What are the specific objectives (awareness, acceptance and action)?
Goals
What are the organization's reputation goals on this issue?
What are the organization's relationship goals on this issue?
What are the organization's task goals on this issue?
Do any of these goals contradict another goal?
What is the relative priority among the viable goals?
Does the organization have resources (time, personnel, money, etc.) to achieve these goals?
Does the organization have willingness to work toward these goals?
Are there any ethical problems with these goals?
Position
What is a key public for this product/service/concept?
What position do you seek for your product/service/concept for this public?
Is this desired position appropriate?
What is your current position?
What change do you need to make to achieve desired position?
What is the competition?
What is its position?
[Replicate the above position questions for each key public]
Objectives
Write at least one awareness objective for each key public: "To have an effect on awareness, specifically...
Write at least one acceptance objective for each key public: "To have an effect on acceptance, specifically...
Write at least one action objective for each key public: "To have an effect on action, specifically...
[See Teaching Notes: Goals and Objectives for help in writing public relations objectives]
Answer the following questions for each individual objective:
Is this objective linked to the organization's mission or vision statement?
Is this objective responsive to the issue/problem/opportunity/goal?
Is this objective focused on a particular public?
Is this objective clearly measurable?
Does this objective indicate a time frame?
Is this objective challenging to the organization?
Is this objective realistically attainable?