Make the most of SWOT analysis for communication projects

SWOT analysis is widely used in strategic planning and can be a powerful tool in assessing your relative position. SWOT stands for strengths, weaknesses, opportunities and threats. It is most effective when you have defined the problem or concern that needs to be addressed and ideally have also developed your goal statement or intended end state for the project. In this way it helps to give clarity between where you are and where you want to be.

SWOT analysis is best undertaken by a cross-functional team of 6-8 people who can provide a range of perspectives, especially people from areas relevant to the issue or problem for which you are preparing a communication plan. Therefore, in addition to communicators, you should include people who are broadly in tune with communication such people from your marketing branch, your PR firm, your market researcher, a representative from operations and HR etc.