SWOT stands for strengths,weaknesses, opportunities and threats.  A SWOT analysis is an analytical tool designed to identify the environment in which an organization is operating. Doing so aids in the development of communication strategies.

• Strengths (positive current factors) -- What do we see as our organization's present strengths,especially as they relate to the issues we are presently confronting?
• Weaknesses (negative current factor) -- What are our organization's present weaknesses, especially as they relate to our competitors? Remember that a competitor, in this context, does not necessarily mean a rival company, product, service, or point-of-view.  It could be anything that competes for the attention of the stakeholders being targeted.
• Opportunities (positive future factors) -- What potential opportunities exist in the future especially as they relate to the issues we are presently confronting?

Threats (negativefuture factors) -- What are the threats we face in the future and, therefore,must be prepared to face?  Remember that a threat, in this context,does not necessarily mean a direct threat.  It can be anything thatcan prevent an organization from reaching its goals.