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