Core problem/Opportunity: One-sentence statement of the main difficulty or prospectincluding possible consequences if not resolved or realized Goal: One-sentence

statement of result to be achieved in resolving core problem or seizing an opportunity; stated in general terms. - Focus on behavioral goals - Increase donation/better relationship/greater loyalty/improved purchase - Getting people to do something - Getting people not to do something - Winning their consent to let organization do something Objectives: Think outcomes - time bound - knowledge outcome (raise awareness) - measurable - predisposition outcomechange an attitude - specific - behavioral outcome (go and do something) Audience: a large, inanimate gathering of indistinguishable people intent on absorbing a message one way receivership Public: a collection of people who recognize that they share a similar concern and organize to do something about it Criteria for becoming a public: 1) problem of recognition 2) level of involvement 3) constraint recognition