The Precursor to Success

One of the most important components of a strategic communication plan is analyzing the organization. Creating a strategic communication plan without being fully informed and knowledgeable about the organization could lead to the formation of messaging that either contradict the organization’s values or is overall confusing.

SWOT Analysis

By creating a SWOT analysis, you are taking a closer look at different aspects of the organization that will be very important to note when creating your messaging. A SWOT analysis is a table of internal and external forces that affect the organization.

SWOT stands for strengths (internal positive factors), weaknesses (internal negative factors), opportunities (external positive factors), and threats (external negative factors) (Reading, 2019). This is a helpful tool because it helps you realize what the organization is able to offer, what is holding the organization back, possibilities for the organization, and what to be cautious of.

Public Perception

An organization’s public perception is a crucial factor to take into account as well. Public perception is based on two factors: visibility and reputation (Smith, 2017). Taking a closer look at not only the internal and external environments but also the organization’s public perception may give you a better idea of your starting point and what you are working with. It is just as important as these other factors because public perception can make or break an organization.

By many public relations practitioners, it is seen as the base for your organization and not something to take lightly (Mobley, 2019). Oftentimes, companies with good reputations may earn the benefit of the doubt during a crisis while those with bad or no reputations will not (Smith, 2017).

Summary

Learning and analyzing an organization’s public perception and internal and external environment is a crucial step to take before trying to create anything. It ensures that you know where you are starting and how the organization got to that point. Additionally, it allows you to be positive that you are using your resources, time, etc. the most effectively and efficiently (2021).

Sources

Mobley, K. (2019, May 1). Council post: How public perception can make or break a brand, and what it means for employees. Forbes. Retrieved February 1, 2022, from https://www.forbes.com/sites/forbescommunicationscouncil/2019/05/01/how-public-perception-can-make-or-break-a-brand-and-what-it-means-for-employees/?sh=3aed4140d118

Reading, D. (2019, March 25). The importance of SWOT analysis. Business West. Retrieved January 31, 2022, from https://www.businesswest.co.uk/members/blog/importance-swot-analysis

Smith, R. D. (2017). Analyzing the Situation. In Strategic Planning for Public Relations (5th ed., pp. 62–62). essay, Routledge.

Team. (2021, December 9). Internal Analysis: What is it & why it’s important. Strategy Software for Planning & Execution. Retrieved February 1, 2022, from https://www.cascade.app/blog/internal-analysis