Conducting
a Successful Communications Audit
Hart
& Partners offers a proven communications audit process. A communications
audit is a method of research that helps determine how your core
audiences perceive your organization. You'll get strategic information
you need to take your communications program and organization to
the next level.
Your audit helps define the relationship between your objectives
and the communication methods used to promote those objectives.
An audit works to establish a benchmark for the following:
*
Identifying the overall strengths and weaknesses of your organization's
current communications strategy
* Explaining how the communications strategy needs to change to
meet your current and future challenges – and reach your goals
* Ensuring that your resources are hard at work– and not being
wasted on ineffective communications vehicles
* Presenting real-life, executable recommendations to improve your
organization's communications strategy
Please
keep in mind that the communications audit process comes before
the development of a strategic communications plan. It is a process
of discovery that ensures the development of a solid, on-target
communications recommendation.
Your
communications audit will focus on eight key elements:
1.
Vision -- Where is your organization heading?
2.
Mission -- The questions sound easy, but they are surprisingly difficult
to answer: Often they require a bit of soul-searching. "What
business are we in?", "What business do we want to be
in?", "How do we want others to see our business?"
The mission statement should differentiate the company from the
competitors.
3.
Situation Assessment -- Understanding the current situation is critical
to success. It establishes the "here" part of the equation.
We'll also study external forces impacting your industry.
4.
Target Audiences -- Without a clear understanding of target audiences,
you can't begin to tailor your messages effectively, let alone develop
the connections and relationships to achieve goals.
5.
Message Development and Assessment -- Clear, persuasive messages
are the cornerstone of effective communications. What do you want
to say to your audiences? How can you speak with one voice?
6.
Product/Service Positioning -- Offering great products and services
isn't enough. Positioning and communication is equally important.
The process can break down when your overall vision and product/service
positioning are not clearly aligned (creates confusion in the marketplace).
7.
Media Assessment -- How the media perceives you will determine the
messages they deliver. What are your stories? How are they currently
working in the media?
8.
Communications Program Assessment -- An audit can help whether or
not you've ever had a formal communications plan. The process begins
with setting communications goals. The next step is to identify
the opportunities, structure and resources needed to get there.
Read
more about the Communications
Audit Process on the Public Relations Society of America's website.
Call
904/246-7351 or e-mail Rebecca@hartandpartners.com
to learn more.
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