Originally Published PR Week, June 25, 2010
You may want to consider it. Let me explain.
Perhaps you’re considering the future of your own organization and want to do a self-assessment. Typical solution: SWOT.
But try this variation.
Work with your team and develop a master list of attributes that you believe your function has responsibility for within your company. The list, of course, includes things like leadership communications support, CSR, media outreach, employee engagement, etc. Break this down and be as specific as you like.