1. Determine your general purpose: are you trying to inform, persuade, entertain, facilitate interaction, or motivate a reader? 2. Determine your specific purpose (the desired outcome). 3. Make sure your purpose is realistic. 4. Make sure your timing is appropriate. 5. Make sure your sources are credible. 6. Make sure the message reflects positively on your business. 7. Determine audience size. 8. Determine audience composition. 9. Determine audience knowledge and awareness of topic. 10. Anticipate probable responses. 11. Select the correct channel. 12. Make sure the information provided is accurate, ethical, and pertinent.