A credible and effective communications plan will be based upon a realistic assessment of the strengths and weaknesses of the electoral management body.

These strengths and weaknesses will obviously include the attributes and resources of the EMB itself. Is it well funded? Does it have a trained and experienced press office?

Just as important, however, is an evaluation of how the EMB is perceived in the world outside. Does it have a high public profile? Is it trusted by the public? By the media? Is it perceived as professional and competent? Is it seen as being independent of the government of the day? These are all important questions that should be answered honestly. If there are negative perceptions of the EMB these need to be addressed. Any communications plan will need to include strategies for dispelling mistrust.

A technique commonly used in planning (not just for communications) is the SWOT analysis. SWOT stands for

• Strengths
• Weaknesses
• Opportunities
• Threats

(please also see: SWOT table example)