In background analysis the very first step is to get to know a company and its business environment. We make a thorough survey of the company’s situation, its products and estimated market value, the applied communication tools as well as study its business environment, market, the general economic trends and technological changes. We collect relevant articles published in the significant media and make quantitative and qualitative analyses. We focus on media  type, publication size, tone, framing, genres and topics, then estimate the values and bits of information considered most important. We also take a look at the competitors, their strong points and typical communication tools. Then we are ready to draw up a strategic plan.