Important pointers:

1) Why are we communicating?

2) Business Background or Back Story:

3) Objective of the communication?

4) What do we expect communication to do?

5) Whose behavior are we trying to affect (Core TG)?

6) What are the product propositions?

7) What is one unique selling proposition?

8) What are key points that need to be communicated (reasons to believe it)?

9) What is the one thing we want people to take away?

10) What all communication channels need to be used and what is/are the
deliverables from our end?

11) What else could be important?