BLOG #2

Creating an Effective SWOT Analysis and Identifying Pressure Points

The Second Step of Formative Research

The second step within the formative research process is analyzing the situation. Professor Carla
Holmes at the University of Oklahoma said that this step is essential to the public relations
campaign planning process because “strategists need to have a good understanding of the
organization” before beginning (Holmes, 2022). To start this process, it would be wise to
begin to dissect the organization’s “internal environment, external environment, and public
perception” (Smith, 2021, p. 59). One of the best ways to begin this step is with a situational
analysis, “a planning tool offering research-based assessment of information of all
factors-internal and external-that managers use to analyze the environment affecting an
organization or client” which is most commonly done through a SWOT (Strengths, Weakness,
Opportunities, Threats) analysis (Smith, 2021, p. 61).

Photo by Edmond Dantès from Pexels

Elements of SWOT analysis

● Strengths: When looking for strengths about an organization it is important to recognize
that a strength can be something “tangible or intangible” (“Benefits,” 2020). Strengths
of an organization should be “special positive traits, such as a strong brand image or loyal
customer base” (“DLT Labs,” 2020). The strengths of an organization should be things
that set them apart and give them an “advantage” (Smith, 2021, p. 61).

● Weakness: The weaknesses of an organization refer to areas that need to be improved

upon, controlled or that they are lacking in. Weaknesses show things such as a
“deficiency or a challenge that they might seek to overcome” (Smith, 2021, p. 61).

● Opportunities: When analyzing areas that an organization could use to their advantage
or benefit, it is key to look for things from the “market, competition or technology” or to
even look within the company’s own resources for potential growth (“Benefits,” 2020).

● Threats: Identifying threats that an organization could be facing can sometimes be a

daunting and difficult task. It is imperative to understand what a threat is and how these
can negatively affect the organization. A few examples of threats are “financial
downturns, supply chain problems, stringent government regulations or a shift in market
requirements which are outside the control of an organization” (“DLT Labs,” 2020).
Within public relations campaign planning, identifying and recognizing potential
threats before they even appear is crucial to the success of the organization.
Photo by mentatdgt from Pexels

Importance of SWOT Analysis and Pain Points

The SWOT analysis process is the most beneficial when you look at the situation of the
organization from an unbiased and realistic point of view. Oftentimes, it is easy to allow an
“illusion” of what the organization could influence the way we do our research (Smith,
2021, p. 61). In order to properly identify the “pressure points” that the organization is facing, we
must look at the situation for what it is, not what we think it could potentially be.

Diving deep into the research regarding a company’s current situation from a realistic approach,
can give us great insight into their pain point areas and where we are able to find opportunities.
When done correctly, SWOT analysis gives organizations visibility on their weaknesses and
potential areas of improvement” which in turn “helps them plan for and mitigate future
roadblocks, ensuring long term growth of business” (“DLT Labs,” 2020).

SWOT allows an organization to have a greater understanding of their performance, lets them be
proactive in planning for the future and protect themselves from potential issues, and also gives
them insight into where they need to spend extra time working. Although SWOT analysis has
many benefits, I believe the most crucial advantage is giving an organization opportunities to
“gain leverage over its competitors in the market” (“Benefits,”2020).

Professor Carla Holmes shared with us that “looking at opportunities and threats will dictate
how you move forward with the organization itself” (Holmes, 2022).

Sources:

Benefits of SWOT analysis. PESTLE Analysis. (2020). Retrieved February 1, 2022, from
https://pestleanalysis.com/benefits-of-swot-analysis/

Dantes, E. (n.d.). A woman presenting in front of the team · Free Stock Photo. Retrieved
February 1, 2022, from
https://www.pexels.com/photo/a-woman-presenting-in-front-of-the-team-8555771/

DLT Labs. (2020). The importance of SWOT analysis. Medium. Retrieved February 1, 2022,
from https://medium.com/dlt-labs-publication/the-importance-of-swot-analysis-2ae85762f4b8
Holmes, C. (2022). Formative Research Steps Situation [Class document]. Canvas.
https://canvas.ou.edu/courses/224793/files/48177844?module_item_id=3984082

Man in suit jacket standing beside projector screen - pexels. (n.d.). Retrieved February 1, 2022,
from
https://www.pexels.com/photo/man-in-suit-jacket-standing-beside-projector-screen-2173508/

Smith, R.D. (2021). Strategic planning for public relations (6th Ed.). Routledge.