This KnowledgeBase archive includes content and external links that were accurate and relevant as of September 30, 2019.
The Strategic Communications KnowledgeBase is an online resource to aid those leading or supporting communications in education in understanding the history, value, framework, planning, and execution of effective Strategic Communications to nurture and build strong relationships in education. Strategic Communications is essential to engage stakeholders and achieve goals at the state level. The elements, activities, and tasks in this KnowledgeBase are designed to better prepare communications professionals within state education agencies (SEAs) to plan for and respond to communication challenges and support implementation of education policy.
Task 3: Conduct a situation analysis of the SEA
A situation analysis will likely include identification of the organization’s strengths, weaknesses, opportunities, and threats (SWOT). SWOT analyses are generally accepted as effective processes for determining where to focus attention and selecting processes, strategies, and tactics. Strengths and weaknesses are generally considered to be internal to an organization, whereas opportunities and threats are usually external to the organization. In focusing on Strategic Communications processes, an SEA can conduct a SWOT analysis in regard to the strategic direction of the agency, as well as the current communications practices. Conducting a SWOT analysis will allow an SEA to observe the potential for Strategic Communications processes, strategies, and tactics within the given organization before selecting which ones to include in a Strategic Communications approach.