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Addressing the right audience at the right timeReporting practices to increase impact
H ILLEVI RÖ N STRÖ M, H AZIM SABAN O VIC
ADDRESSING THE RIGHT AUDIENCE AT THE RIGHT TIME
The SNAO audience
• Parliament• Government• Auditees
• Media• Interest groups• Other authorities• Researchers• Companies • Etc.
• Citizens
ADDRESSING THE RIGHT AUDIENCE AT THE RIGHT TIME
Communication – an integral part of the process
ADDRESSING THE RIGHT AUDIENCE AT THE RIGHT TIME
Established activities and timing
Audit startIntelligenceprofiles is
set upInternalseminar
Developedstructure on
audit
TwitterContact with
person responsible
for templates
Report sent to auditees for
quality control
Report is sent for proofreading
Second internalseminar
Report titleand text on
back AG decides on
publishing
Internalmessage on publishing
date
Meta data, Q&A, mailing
lists
Type settingand printing
Reportdelivered
internally to all managers
Press release distributedinternally
Report & press release to
auditees and media 1 hour
before publishing
Translation of summary
Intelligence is ended
Link to the Governments
responseDebate in chamber
Web infoMeeting
Com/ audit team Web news
Com planning; com, press &
audit team
Com plan & media strategy
Qual control of language in summary
Media and comactivities
Press release writing
Publishing
Ppt to presentation for auditees
ADDRESSING THE RIGHT AUDIENCE AT THE RIGHT TIME
Timing around publishing › The week before: Internal communication › The week before: Spokesperson is offered coaching › 1–2 days before: Auditees are offered a presentation of the report › One hour before: Head of auditees, contact persons and press officers receive report and press
release › Publishing at 8 in the morning – report and press release
ADDRESSING THE RIGHT AUDIENCE AT THE RIGHT TIME
ADDRESSING THE RIGHT AUDIENCE AT THE RIGHT TIME
Two offers – basic or extendedPA and COM assess communication needs and possibilities and agree on ambition
Basic› Web texts at certain stages in the audit process › Tweets as above› Press release› Publishing on the SNAO website
ADDRESSING THE RIGHT AUDIENCE AT THE RIGHT TIME
Audit processPreparation Completion
After processAnalysis
Web site communication supporting the Performance Audit Process
Initi
ate
Audi
t
Upd
ated
info
rmat
ion
+Tw
eet
Pres
s re
leas
e +
Twee
tAu
dit r
epor
t + s
umm
ary
Follow up
Audi
t pla
n
Inte
llige
nce
Dat
e of
pub
licat
ion
+Tw
eet
AG’s
Annu
al R
epor
t
Follo
w-u
p Re
port
Gov
ernm
ent r
espo
nse
Parli
amen
tary
repo
rt
Gen
eral
info
rmat
ion
Execution
Swedish NAO Web site
Sum
mar
y in
Engl
ish
Content
ADDRESSING THE RIGHT AUDIENCE AT THE RIGHT TIME
Two offers – basic or extendedExtended› Webinars – presentation or arena for
discussion› Seminars and conferences
› Targeted emails› Media activities› Linkedin
ADDRESSING THE RIGHT AUDIENCE AT THE RIGHT TIME
Monitoring the world around us
ADDRESSING THE RIGHT AUDIENCE AT THE RIGHT TIME
To sum it up› The importance of communication integrated in the process› Planned communication for each report› Basic and extended offer› Most communications activities when the report is published – timing is needed› Reports have a long life-span – use it to widen the window of communication!
