What background information is relevant or essential? Who is the audience or decision maker? What do we know about them? What biases does our audience have that might make them supportive of or resistant to our message? What data is available that would strengthen our case? Is our audience familiar with this data, or is it new? Where are the risks: what factors could weaken our case and do we need to proactively address them? What would a successful outcome look like? If you only had a limited amount of time or a single sentence to tell your audience what they need to know, what would you say?
