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STRATEGIC MANAGEMENT SWOT ANALYSIS Self-evaluation is an essential component in the growth and development of community and voluntary organisations. It is not an optional extra but should be an integral part of the work of any not-for-profit group. Self-evaluation in an internal process of self-reflection and critical assessment. This process should be the property of all concerned, the Committee of Management, staff and users should between them, set the terms of reference, that is the purpose of evaluation. SWOT analysis is a useful tool to identify problems before they escalate, and grasp opportunities before they slip away. This process should be viewed in a positive light. If not properly approached it can seem to some participants to be predominantly about criticism and failure. Be careful to balance the 'W's and 'T's (Weaknesses and Threats.) with the energising value of the 'S's and 'O's (Strengths and Opportunities.) This exercise should also be used an affirmation of achievements. Participants should not fear such evaluation or view it as bringing threatening change. As part of the dialogue around evaluation, people should be free to voice their concerns about what change will mean to them. If they are all actively involved in the consultation process, this will lessen such anxiety. The end result of such evaluation should be the emergence of shared aims and objectives. The process of SWOT will be a useless exercise if it does not bring everybody along in a strategy that has been debated and agreed. When participants are enabled to reflect on their media experiences, on the internal organisation of the media unit, and help to plan for change, then the evaluation process becomes part of the process of empowerment. People feel a sense of ownership and responsibility when involved in this way. Fundamentally, such reappraisal should be about clarifying what the community station is about and deciding what is and is not a priority for the effective use of the community media resource. It a vital component of strategic planning as it allows all concerned to confidently plan for the future, while also anticipating problems that could interfere with such forward planning.
… This type of effective planning ensures that the community
media project can concentrate on doing what it came into existence
for, to be a resource for their community.
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