Communications audit
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This document outlines 8 key steps for conducting a successful communications audit: 1. Determine the scope of the audit - whether it will focus on internal, external, or both communications. 2. Choose a methodology such as interviews, surveys, or focus groups to collect data. 3. Evaluate current collateral, processes, channels and how successful they have been. 4. Commence data collection from stakeholders using consistent methods. 5. Analyze media coverage and sentiment if reviewing external communications. 6. Involve employees to understand internal communications. 7. Conduct a SWOT or PEST analysis to identify strengths, weaknesses, opportunities and threats. 8. Objectively review all data and make recommendations to develop
Communications audit
- 1. 8 Key Steps for a Successful Communications Audit
- 2. Businesses evolve over time. So do stakeholders, audiences and communication channels. The key to good communication is a combination of the right cadence and using the right channels to reach your audience. It’s not hocus pocus! A Communications Audit, will help you be a better communicator. Photo: HA MacLean 2013 Introduction
- 3. Determine scope Internal Communications only? External Communications only? Combination? To determine scope understand what your pain points are. Ask yourself pointed questions about your stakeholders. Be realistic. To guide in your questions check out: 12 Reasons to do a Communications Audit Immediately Step 1
- 4. Choose Methodology 1:1 interviews with sample population Surveys to entire population Focus Groups Step 2
- 5. Step 3 Evaluate Current Collateral, Process and Channels Have all pieces of collateral (newsletters, templates, video, print, etc.) What was the response or read rate? Review your audience definition. Is it still valid? How did you measure success? How many key messages did you have?
- 6. Commence data collection from stakeholders Remember to include all audiences to key a full picture and more accurate results. A sample of each can be used Ensure consistency across the board Step 4
- 7. If reviewing external communications, don’t forget to do a media analysis. Analysis should not only amount of coverage for a period, but also sentiment. Step 5
- 8. Step 6 Never forget your employees – Involve them
- 9. Conduct a SWOT and/or PEST Strengths, Weaknesses, Opportunities & Threats Political, Economic, Social and Technological Step 7 Image courtesy of fiancialmodelingtutorial.com
- 10. Review all data – objectively Make Recommendations for improvements Develop new strategy and tactics Many organizations can’t objectively undertake and audit. This is where a good consultant comes into play. Step 8
- 11. Looking for More Resources Visit us at: TaylorMade Solutions