An effective media strategy is based on a realistic assessment of the strengths and weaknesses of the EMB. These strengths and weaknesses will obviously include the attributes and resources of the EMB itself such as its level of funding or access to trained and experienced staff.
Just as important, however, is an evaluation of how the EMB is perceived by the world outside; and how the EMB perceives other stakeholders. Does the EMB have a high 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? Conversely, what is the perception inside the EMB about the media? What are current relationships like? How is the general public perceived and understood by the EMB? These are all important questions that should be answered honestly. If there are negative perceptions of the EMB these need to be addressed. If the EMB perceives the media as an adversary to be avoided at all cost, or the public as ignorant or hostile, these attitudes also need to be addressed. Any media relations plan will need to include strategies for dispelling mutual misinformation, misunderstanding and mistrust.
One common tool for evaluating strengths and weaknesses is to chart them out using SWOT analysis. SWOT stands for:
- Strengths
- Weaknesses
- Opportunities
- Threats
