8 Key Steps for a Successful Communications Audit

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

Determine scopeInternal 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

Choose Methodology 1:1 interviews with sample populationSurveys to entire populationFocus Groups

Step 2

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?

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 usedEnsure consistency across the board

Step 4

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

Step 6

Never forget your employees – Involve them

Conduct a SWOT and/or PESTStrengths, Weaknesses, Opportunities & ThreatsPolitical, Economic, Social and Technological

Step 7

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Review all data – objectivelyMake Recommendations for improvementsDevelop new strategy and tacticsMany organizations can’t objectively

undertake and audit. This is where a good consultant comes into play.

Step 8

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