For an excellent PR program to excel, a S.W.O.T. must be performed.
S.W.O.T. is the company's:
The strengths and weaknesses are internal, while the opportunities and threats are external. Using the Outside-In model of planning is essential. The stakeholder groups must be identified, prioritized and segmented in this step. Identifying the stakeholder requires the practitioner to intersect their needs with the goal. The practitioner must also set behavior based objectives, and develop personal media networks for the stakeholder groups.
Using and understanding the Inside-Out model of planning is also important. This means you use the tactic to inform, interest, involve and then get the stakeholder to invest.
In order to make a S.W.O.T. analysis the PR practitioner must review the industry as a whole and then the actual company itself.
The S.W.O.T. Analysis is part of the strategic research process. Using awareness, interest, desire and action make an excellent PR program.