SWOT analysis
The SWOT analysis is a well known and often used tool for carrying out an analysis of a business unit. In communications it can be equally useful as part of your research into the current state of your internal and/or external communications.
SWOT stands for
- Strengths, the things you are currently doing well
- Weaknesses, the things you are currently doing badly
- Opportunities, the things that will help you to improve in the future
- Threats, the things that could go wrong in the future.
It allows you to categorise your project into these four areas. It usually appears as a box split into four quarters (see below).
To carry out your SWOT analysis, do this as part of your planned stakeholder interviews. More typically you would use it in a brainstorming session with a group of stakeholders or your fellow communications professionals. Beware though, when you do your SWOT analysis be clear about the subject for the SWOT analysis. If you are not clear of your subject then the SWOT analysis may become filled with irrelevant and misleading material.
If you are undertaking a marketing communications analysis then you might start the process with a PEST(1) analysis. The PEST analysis may well help you to identify some issues to explore in your SWOT analysis. PEST and SWOT do overlap in some areas, but this in itself can be a helpful indicator at certain times.
| Strengths | Weaknesses |
|---|---|
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| Opportunities | Threats |
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Above is the start of a first stage SWOT analysis for an internal communications project. As you will see, some subjects can appear in more than one box. Whilst the Intranet is seen as strength, it is also a weakness because too much of the internal communications is being undertaken online rather than face to face.
Equally, it is a weakness that there has been no communications review for three years, but an opportunity now that one is underway.
Of course, in your case the items you place in each box may be more complex, but always be clear as to the subject of your SWOT review.
When you have completed your SWOT you can add it to your report. Also you should act upon the findings.
- Maintain and build upon your strengths
- Do something about your weaknesses or eliminate them (i.e. stop doing it)
- Take priority action on your opportunities
- Work out a way to counter or resolve your threats.
There is a big difference between knowing the theory and making it happen. For help in implementing your communications practices email us now.
