Why do you want to focus on this issue and why now? 

1. You have collected a great deal of information. For your PSA what you want to do is concentrate on what you’ve learned.
   • It is important to identify what aspects of that information are critical to convey
     • WHY the message is important to listeners NOW
     • Given that in today’s world a person is subjected to SO MUCH information in a day  – How are you going to make sure your message is heard?
2.  Consider this:
   1. What is your Single Overarching Communication Outcome (SOCO)
      • Step 1: What is your issue?
      • Step 2: Why do you want to focus on this issue and why now? 
      • Step 3: Who needs to change behavior (target audience)?
      • Step 4: What is the change that you want to see in your audience as a result of your communications (THIS IS YOUR SOCO) 

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