Writing your communications strategy 1. Need to understand new policy agenda. SWOT stands for strengths, weaknesses, opportunities and threats. How can you play on your strengths through effective communications?
Your current situation The introductory part of the communications strategy should briefly outline what your organisation does, what its main functions are and where it operates. Social changes that can make your product seem dangerous or harmful can also threaten your business.
You might also refer to potential audiences that your organisation is keen to connect with. To provide the best standards of care and support for people using our services Operational or policy objectives To train our staff effectively to work with our service users To ensure all staff know and understand the standards of care expected To keep the premises clean and well maintained To ensure service users know the quality of services they should expect, and know what is expected of them To provide opportunities for service users to enter education, training or employment To ensure service users have opportunities to communicate their needs within the organisation To regularly gather feedback to ensure we are maintaining standards of care and support EG - Objective 2: Emotional attachment and knowledge that goes beyond the implementation of certain practices can color your point of view.
One strategy is to cross-link the four quadrants of factors to identify how strengths can be used to take advantage of opportunities and to tackle threats.
Examples include loyal employees with long careers at the company, production methods that reduce cost and increase quality and a mission that is connected to all of your work. A strength is a resource or capacity that can be used effectively to achieve the project objective.
Opportunities include trends in the market that make your product more relevant and endorsements from trusted sources. About the author Kim Harrison Kim Harrison loves sharing actionable ideas and information about professional communication and business management.
Often threats are ignored until they become major problems. Knowing what challenges you face and what resources you have to face them will help you craft a better strategy to communicate more effectively. Threats Threats represent external problems or challenges that your company is facing.
Statement of purpose It is useful to say up front why you have developed a communications strategy and what you hope to achieve with it. SWOT analysis is not much value unless you actually use the key factors identified to contribute to your communication plan.
These might include the public, politicians, service users and staff. Threats can be identified by looking at the obstacles faced, initiatives by competitors, changing technology and changing demand or technical requirements for your products or services.
Understanding this may make it easier to prioritise your communications work. In this way it helps to give clarity between where you are and where you want to be. Internal assets are qualities that your business has that are unique from those of your competitors—these are the things your company is already doing well.
One part of the strategy might look at which audiences will be interested in which parts of your organisation or activities. Opportunities Your opportunities are the external counterpart to your strengths, and represent things your company could be doing well.
Weaknesses are things you control, so you can make the necessary changes to turn them into strengths. The SWOT factors could be prioritized by urgency, importance, strategic advantage, cost, lead-time for completion, duration of actions, etc.
This well-known marketing practice is a useful way to take an objective look at the strengths, weaknesses, opportunities and threats that affect your company. These could be positive or negative factors and should include issues that are likely to have an impact on how your organisation operates.
In this fictional example, a charity providing advice and other services has looked at what its key stakeholders might be interested in: As with a weakness, other areas may be able to act to counteract the problem without needing a communication response. Try to be objective when assessing current strengths and weaknesses.
You should then suggest how communications can help deliver these goals. Identifying stakeholders In this section, you should give a detailed description of your main audiences — both external and internal. This can be a relatively simple exercise where you identify your main competitors and rank them against certain criteria.
The example below shows how for a fictional homelessness organisation this might work in practice. It is especially useful for deciding the key points in your messaging. However, by identifying threats you can prepare to overcome them.
Threats are the barriers to success that you cannot change.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. Perform a SWOT analysis for your project: list all of its Strengths, Weaknesses, Opportunities and Threats in terms of the scope of communications activities covered by this plan.
Many organisations of all kinds use a SWOT analysis to audit and assess Factsheet 1: The Communication Strategy.
Strategic Communications - Using SWOT Analysis SWOT analysis is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in any particular situation.
It starts with business objectives and identifies the internal and external factors that are favourable and unfavourable to achieve the objective. A SWOT analysis can be one of the most effective tools for businesses looking to strengthen their communications programs.
This well-known marketing practice is a useful way to take an objective look at the strengths, weaknesses, opportunities and threats that affect your company.
Knowing what challenges you face and. Mind Tools for Your Organization. Inspire your team with 2,+ resources that will help them to develop their skills and become more effective in the workplace. How Good Are Your Communication Skills? Take our quick self-test, and find the tools you need to communicate powerfully.
CLICK to Get Started. What is SWOT Analysis? Weaknesses include factors such as an abundance of rivalry between departments, a weak internal communication system, lack of funding and an inadequate amount of materials. Weaknesses can derail a project before it even begins.
Other Weaknesses include.Download