Considered a classic tool for organizational strategic analysis, it name comes from an abbreviation for the terms Strengths, Weaknesses, Opportunities and Threats.
This set of terms can be briefly described as follows, to facilitate understanding and its application:
Strengths: organizational communication characteristics that increases its quality, effectiveness and efficiency.
Weaknesses: both external and internal factors that decrease or hinder the development of optimal communication performance.
Opportunities: the areas or market or the products and services offer that present greater probabilities of profitability and growth, as well as a correct assessment of the organization's human capital.
Threats: it brings together the set of external and internal elements that put the reputation of the organization at risk: competition, trends, global, systemic and internal crises, internal conflicts, negative internal climate, etc., which can be considered as an obstacle to the development of optimal organizational performance based on your objectives.
SWOT in Communications Management: Key Aspects
The basis of the analysis provided by this tool, applied to creating successful communication strategies, is given by the combination between the Internal and External Communication dimensions.In both we can identify: Strengths, Weaknesses, Opportunities and Threats.
Some of the key aspects to consider in Organizational Communications Managementare:
Institutional Image and Communication Strategy;
Visual Identification System;
Internal and External Communication Systems and Circuits;
Organizational Culture Characterization;
Internal and External Communication Channels and Devices;
Communication Crisis Strategy;
Human Resources Policy;
Market / Competition Analysis;
Products and Services Portfolio.
Finally, we can design ourSWOT Form for which we divide a table into4 sectors, each corresponding to theStrengths, Weaknesses,Opportunitiesand Threats of theorganization. Then, welist and rankthem in order of importance from 1 to 10. Those that obtain between 1 and 2 points will constitute thekey factors to be addressed for the development of afuture intervention strategy.
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