Term

Background

Definition

Planning begins with a synthesis of primary and secondary research. It provides background information on the industry, external environ- ment, client, product, service or issue. It focludes a market analysis and segmentation study that identifies current trends in opinions, attitudes and behaviors. Resources such as staffing, facilities and intervening publics are also identified.

Term

Situation Analysis

Definition

consists of two paragraphs. The first paragraph is a statement of the current situation and a description of the challenge or opportunity based on research. The second paragraph identifies poten- tial difficulties that could impede success.

Term

Core Problem/Opportunity

Definition

is a one-sentence statement of the main difficulty or prospect including likely consequences if not resolved or realized.