COM 3601-Semester Project Assignment #1

Situation Analysis Worksheet

SECTION 1: Issue Analysis

1. What is your topic? (Write a clear explanation as if your reader has no prior knowledge.)

2. What is the background or history of this issue? (Include relevant past events, causes, or milestones.)

3. What are the current issues or challenges related to this topic? (e.g., controversy, misinformation, lack of awareness)

4. Why is this topic important to you personally?

5. Why is this topic important to the broader public or global community?

6. What is the goal of your campaign? (What do you want your audience to think, feel, or do as a result?)

7. What is the intended behavioral or attitudinal outcome? (e.g., start composting, trust science more, sign a petition)

SECTION 2: Audience Analysis

1. Who is your target audience? Describe them psychographically. (Values, beliefs, lifestyle, interests)

2. What types of media do they use most often? (Social platforms, podcasts, news sources, YouTube, etc.)

3. Who influences them? (Think: celebrities, local leaders, peer groups, influencers)

4. What is their current attitude toward your issue? (Supportive, resistant, unaware, skeptical, confused, etc.)

5. What are some challenges in reaching this audience? (Consider barriers like misinformation, apathy, or accessibility.)

6. What are some opportunities to engage them? (Think: shared values, trends, relatable messengers)