The document discusses communications planning and provides guidance on answering "The Big 5 Questions" to develop an effective plan. The questions address determining clear and measurable objectives, identifying key decision-makers and influencers, assessing organizational strengths and weaknesses, defining target audiences and their needs, and selecting appropriate tactics and timelines. Chevron's campaign to promote oil use while addressing climate change is discussed as an example of targeting the open middle audience.

1. The Big 5 Questions for the NOW Rapid Fire Communications Planning Building on S.M.A.R.T. Objectives

2. We can all do this!

4. Learn from the Pros Chevron campaign tries to balance need for oil with global warming – SF Chronicle 9/28/07 Chevron executives say they know that an advertising campaign, even one this lavish, won't make everyone love them. The company's market research consistently show that some people approve of oil companies and some despise them. "And it doesn't matter what we say - they're going to feel that way," said Helen Clark, Chevron manager of corporate brand and reputation. "But there's a large faction in the middle that really is open."

5. Visualize One Year – What’s ONE Step I can take? By September, I can… By January, I can… By March, I can… By Next June, I can…

13. Thinking about your audiences Courtesy of HollyMinch.com What News? Who Needs to Hear it? List all key audiences In What Format? Note the comm. channel By When? From Whom Do They Need to Hear it?

14. Exercise #2 Building my POA Outreach Plan

15. Tactical Decisions – What tools can we use? Start with the things you control Pick one new target-centric tool Think – quick, easy, fast, and learn

17. Dan Cohen Principal Full Court Press Communications [email_address] 510-465-8294