This first step provides a transition between the communication project and its actions. It involves identifying the elements of the project context that are useful for communicating the project.
In this step, it is recommended to present the current situation and the desired situation following the project.
The current situation: is that there must be a thorough understanding of the company, its culture, its offer, its marketing and sales processes, its customers' buying processes and its sales processes, its differentiation and positioning, its markets and competitors, and the tools it uses.
The desired situation: the desired long-term situation is a defined objective that must be aimed at in order to preserve the stake. Insofar as possible, it must translate the expected result by relying on a reference state and the level of the requirement set by the governing body; that is, the conditions to be met to achieve this objective.
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