1. Organizational Background
The first part of the paper shoud be an analysis of the organization. There are a range of items you probably have learned in other PR classes that would be relevant here. A few examples include:
What are the organizations strengths, weaknesses, opportunities, and threats (SWOT)?
What area is the organization focused on (niche)?
How visible is the organization?
What is its reputation?
What publics does the organization focus on and what are their characteristics?
What is the organizations mission?
This will have some of your personal opinion, but should also be supported through external research and citations.