29 May Assignment: Situation Analysis for Your Communications Campaign
Assignment: Situation Analysis for Your Communications Campaign
As you begin planning your term-long campaign, you’ll create a Situation Analysis to clearly define the issue you’re addressing and the audience you want to reach. This document should serve as a foundation for the rest of your campaign materials.
Your Situation Analysis should be 1–2 pages and include the following sections:
1. Issue Analysis
- Explain your topic clearly, assuming the reader has no prior knowledge. Include relevant background information, history, and current context.
- Identify the specific behavioral or attitudinal outcome you hope to influence (e.g., increase recycling, reduce plastic use, shift opinions on climate action).
- Discuss why this issue matters—both to you personally and to the broader community or world.
- State your campaign’s goal: What should your audience think, feel, or do as a result of your campaign?
2. Audience Analysis
- Describe your target audience using psychographics (e.g., values, lifestyle, beliefs) and media habits. Who or what influences them (e.g., social media personalities, news sources, peers)?
- Include any relevant attitudes this audience may already have about your topic—supportive, skeptical, unaware?
- Reflect on communication strategy: What makes this audience a challenge to reach, and what opportunities exist to engage them effectively?
Note: Assume this is a real campaign you’ll be launching—be specific and strategic in your analysis. See my attached chosen situtation proposal to write about.
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)
,
Denise Kania
COM 3601
Environmental Issue Proposal
Electronic Waste (E-Waste) Management
As technology rapidly evolves, discarded electronics, such as phones, laptops, and televisions, are becoming one of the fastest-growing waste streams globally. Known as electronic waste or e-waste, these discarded devices often contain toxic substances like lead, mercury, and cadmium, which can leach into soil and water when improperly disposed of. E-waste also represents a massive loss of valuable materials like gold, copper, and rare earth metals that could be recovered through proper recycling.
Educating the public on responsible e-waste disposal is crucial to minimizing environmental and health hazards. Campaigns that promote recycling centers, manufacturer take-back programs, and second-hand electronics use can greatly reduce the harmful impact of this waste. Raising awareness can help shift consumer habits toward more sustainable tech choices, support the circular economy, and reduce the toxic burden on landfills, particularly in developing countries where e-waste is often dumped.
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