Strategic Communication Research: SWOT Analysis

A SWOT analysis is a method used to facilitate planning.  It is used to evaluate the strengths, weaknesses, opportunities, and threats involved in a project, organization, or business.

SWOT focuses on internal (personnel, finance, fundraising abilities, board performance) and external (economics, government regulations, technological changes, cultural or social changes) factors.  It can be used in business, government, associations, or non-profit organizations.

• Strengths might be characteristics of the business or organization that are advantageous.
• Weakness are aspects that put the organization at a disadvantage.
• Opportunities can be internal or external prospects that can improve the organization.
• Threats can be internal or external influencing factors that can cause problems for the organization.

By using a SWOT analysis, an organization or business can focus on their strengths, minimize weaknesses and threats, and optimize opportunities.