Situation analysis is an important first step in creating a communications plan. A situation analysis answers the key question: Where are we today? It also looks at demographics of your target audience(s), your program assets, and behaviors you wish to impact. The basic elements of a situation analysis are described below.

Communications Goal
This is your starting point. What is your goal? What are you trying to accomplish with a communications strategy?

Target Audience
You will always have multiple audiences in your community. Deciding which one is your target audience is part of the situation analysis.

Some possible audiences:

• Potential clients or participants in your intervention; this could be parents, children (in which case, parents are your target audience, as they need to give permission), or other nonprofit leaders.
• Key stakeholders, including community and political leaders, superintendents, school boards, PTAs. Who else?
• Collaborators, such as mental health- or justice-related referral agencies, teachers, and service or community agencies. Who else?
• Funders: foundations, business leaders, local government leaders. Who else?

It's also possible that you will have a primary audience and a secondary audience. A primary audience is the one you most want to reach. A secondary audience would also benefit from your communication strategies or may be able to influence your primary audience.

Audience Analysis
If you understand who your audience is and what motivates them, you're better able to tailor your message(s) to achieve your intended response. This is just common sense-your message will have a greater impact if your audience can relate to it and you.

Your audience analysis should include the following:

• The demographics of your audience(age range, gender, ethnic/cultural background, etc.)
• Language issues-the primary language(s) spoken and the vocabulary they will best understand and relate to
• The motivations that drive your audience's attitudes and behaviors
• The attitudes, beliefs, and knowledge of the audience regarding this issue and your mission
• Their stage of readiness for behavior change (see Chart A below)

Assets

• Budget: Have you set aside money to implement your communications plan? If there is no money, can you broker in-kind donations? Have planning costs been estimated? Are the facilities and space necessary to conduct the program available? Are there opportunities to apply for funds to meet staff, equipment, and space needs?
• Timeframe: How long do you have to plan and implement your strategy?
• People: Do you have capable in-house staff to implement your strategy, or will you need to hire a professional firm or interns from a local university? Will the staff require special training?
• Advisory board: Do you have an advisory board that includes some of your target audience or who can offer you connections to your target audience?
• Shared vision/goals: Do your staff, advisory board, and/or collaborating partners share your vision and goals?

Next Steps in Situation Analysis

1. Complete the Situation Analysis Worksheet
2. Conduct focus groups
3. Conduct key informant interviews