Pointer: Use SWOT to Develop PR Strategy
October 1, 2011
Our resident business expert, Jillian Lockwood, explains why you should create a SWOT as part of your overall PR strategy.
A SWOT Analysis is the culmination of internal examination and external research. An acronym for strengths, weaknesses, opportunities and threats, a SWOT Analysis compares a company’s current strategy, strengths and weaknesses, to the business environment that the company is operating in. “Essentially, it helps to give clarity between where you are and where you want to be,” says Lockwood.
When considering a company’s current state, it is best to build a communication plan upon the strengths of the organization. What is uniquely done best? To identify weaknesses, ask: “What could we improve upon?” or “What should we avoid?” It is always best to have a communication response in place if weaknesses are raised by the media or competitors. Assessing industry opportunities allows you to build a public relations strategy that exploits the chance for growth. It is also important to assess the likelihood and extent of all threats so that if one does emerge, you are able to quickly implement a communication response.
Remember to keep your analysis simple – use point-form, but don’t just spew facts – identify why a particular fact is a strength or weakness and how you can leverage that in your communications.