What will move your constituency or target? How it will be read by your target audience? Does your audience have a prior interest in your subject or are you trying to reach a new audience? Consider the story you are telling as well as the tone, style, and format of your message. The goal is to summarize your story in one clear, direct sentence. This is your mission statement. Confirm it by answering three important questions: ●What is your purpose ●Who is the audience? ●How will we tell the story? - Style and Approach ●How will the story be used? - Dissemination