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Lesson 2 Identifying the Problem or Goal

SWOT

SWOT stands for strengths, weaknesses, opportunities and threats. Different versions of the SWOT analysis have been around for decades. It often appears in the form of a simple matrix and allows a marketing or public relations team to look at their client or their client's competitors in a simple graphic form to help decide where resources may be most needed and most effective.

 
Strengths, Weaknesses, Opportunities, Threats
SWOT Matrix, Figure 2.1.
 
An organization can look at its own weaknesses and decide to put resources into those areas so they don't drag the organization down. Or the organization can apply resources to facing its biggest threats.
 
Alternatively, if there are particular strengths for your client or opportunities waiting to be taken advantage of, that may be where most attention and resources should be focused. Often, a balance of all four characteristics should be addressed. But in any case, you should be aware of how each item of SWOT relates to your client  before committing time and resources.

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