Today we continue our series on your PR roadmap for 2016!

Last week we discussed how using your PR wish list can help guide your strategy for the year. Today I want to take a minute on the importance of SWOT.

Maybe this has already been done independent of your press outreach strategy, but you must analyze your brand’s Strengths, Weaknesses, Opportunities & Threats to help determine brand messaging & your target consumer.

What is your brand’s competitive edge? Is there negative press or bad customer feedback that must be overcome? Does your product fall under a growing trend or have a money-saving element? Are you entering a crowded marketplace or are your competitors more established?

Once you have outlined your SWOT, you can think about your unique selling propositions and formulate relevant pitch angles.