Communications analysts use tools. These analysis tools are used to analyze a message’s goals, its physical properties, its relevance to trends, its bearing on human attitudes, needs and desires and ultimately: the message’s overall impact.
The extent and detail of the analysis will determine which tools are selected. Will it be a basic, preliminary analysis? Localized or global? The focused analysis of a single signal, one message or a complete overview? Will it be a one-time analysis, periodic or ongoing?