SWOT is one of several environmental scanning and monitoring techniques, including:
- PESTLE (political, economic, social, technological, legal and environmental)
- PMESII-PT (politics, military, economy, society, information structure, infrastructure, physical environment and time)
- QUEST (Quick Environmental Scanning Technique)
You can perform a SWOT analysis for an initiative, product, industry or person. It functions as a guide for an organization to develop a fuller awareness of the situation and leverage that toward making stronger strategic plans and tactical decisions (The University of Kansas, n.d.).
Environmental scanning means tracking trends, monitoring organizations and engagements, identifying current and future technologies and analyzing tactical, operational and strategic issues. This research is critical for rapidly and comprehensively prioritizing issues to best advise commanders.
A SWOT analysis can help public affairs professionals:
- explore possibilities for new efforts
- propose solutions to problems
- make decisions about the best path for an initiative
- determine where change is possible
- adjust and refine plans mid-course (The University of Kansas, n.d.)
Explore each factor of SWOT to learn what to analyze when performing an environmental scan.
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The University of Kansas. (n.d.). Community assessment: chapter 3. assessing community needs and resources - section 14. SWOT analysis: strengths, weaknesses, opportunities, and threats. The University of Kansas.
Wolters, M. (2019, September 2). SWOT analysis explained correctly.