1. determine your general purpose
2. determine your specific purpose
3. make sure your purpose is realistic
4. make sure your timing is appropriate
5. make sure your sources are credible
6. make sure he message reflects positively in your business
7. determine audience size
8.determine audience composition
9. determine audience awareness on the topic
10. anticipate probable responses
11. select the correct channel
12. make sure the information is ethical, accurate, and pertinent