Situation Analysis Public landscape: Consider the ways in which your organization and issue is positioned and understood by the public. Public opinion research is absolutely invaluable for bolstering (or sometimes contradicting!) your own “best guesses.” It is well worth searching for any public opinion research that has already been conducted on your issue area or organization. Situation Analysis Media Environment: A clear understanding of the media landscape in which you will be operating is critically important. Allies and Opponents: Avoid making “shopping lists” of allies or competitors. Who publicly supports your organization’s position