From Communications Audit to Strategy

1. AENC Marketing & Communications
Conference 2013
From Communications Audit to
Strategy
Presentation by
Ray J. Hornak, APR
Principal
Roger M. Friedensen, APR
Principal
@RogerFriedensen | @ForgeComm
+RogerFriedensen | in/RogerFriedensen
© 2013 Forge Communications, LLC. All Rights Reserved.

2. Typical reactions to the word “audit”
PRESENTATION TO AENC | PAGE 2

3. PRESENTATION TO AENC | PAGE 3

4. PRESENTATION TO AENC | PAGE 4

5. PRESENTATION TO AENC | PAGE 5

6. PRESENTATION TO AENC | PAGE 6

7. PRESENTATION TO AENC | PAGE 7

8. But why?
PRESENTATION TO AENC | PAGE 8

9. PRESENTATION TO AENC | PAGE 9

10. The Formal Definition
“A communications audit is a systematic
appraisal of all communications between an
organization and those on whom its success or
failure depends to identify the strengths and
weaknesses of current internal and external
communications and gather reliable data on
how to improve overall effectiveness.”
PRESENTATION TO AENC | PAGE 10

11. The Informal Definition
You ask a bunch of questions
and hope the answers help you
do your job better.
PRESENTATION TO AENC | PAGE 11

12. The Bottom Line
Audits answer three basic questions:
What are we doing?
How are we doing?
How can we do better?
Grist for a communication strategy
that’s more likely to succeed
PRESENTATION TO AENC | PAGE 12

13. PRESENTATION TO AENC | PAGE 13

14. Why
PRESENTATION TO AENC | PAGE 14

15. Why are you doing what you’re doing?
PRESENTATION TO AENC | PAGE 15

16. Why would an audit help?
PRESENTATION TO AENC | PAGE 16

17. PRESENTATION TO AENC | PAGE 17

18. PRESENTATION TO AENC | PAGE 18

19. PRESENTATION TO AENC | PAGE 19

20. PRESENTATION TO AENC | PAGE 20

21. PRESENTATION TO AENC | PAGE 21

22. PRESENTATION TO AENC | PAGE 22

23. Moving from audit to strategy
PRESENTATION TO AENC | PAGE 23

24. PRESENTATION TO AENC | PAGE 24

25. PRESENTATION TO AENC | PAGE 25

26. PRESENTATION TO AENC | PAGE 26

27. PRESENTATION TO AENC | PAGE 27

28. PRESENTATION TO AENC | PAGE 28

29. PRESENTATION TO AENC | PAGE 29

30. We’re here to listen
PRESENTATION TO AENC | PAGE 30

31. Go forth and conquer
PRESENTATION TO AENC | PAGE 31

32. Thanks!
Roger M. Friedensen, APR
Ray J. Hornak, APR
roger@forgecommunications.com
/in/RogerFriedensen
+RogerFriedensen
@RogerFriedensen
rhornak@forgecommunications.com
877.99.FORGE
forgecommunications.com
@ForgeComm | +ForgeCommunications
FB: ForgeCommunications
PRESENTATION TO AENC | PAGE 32

33. PRESENTATION TO AENC | PAGE 33

34. What Questions Can an Audit Answer?
•
•
•
•
•
•
•
What are our current communication goals and objectives?
How well is our current communications plan working?
How clear, consistent and persuasive are our messages?
How well does our visual materials support our messages?
How focused is our messaging?
How much of a difference are we making?
What would happen if we stopped doing what we’re doing?
PRESENTATION TO AENC | PAGE 34

35. What Questions Can an Audit Answer?
• What do our “customers” think of our communications?
• How much confidence do members have in us?
• How well do our communications support the organization’s
overall strategic plan?
• Are we taking full advantage of available technology?
• What communication opportunities are we missing?
• What would make our communications more effective?
PRESENTATION TO AENC | PAGE 35

36. One Size Does Not Fit All
•
•
•
•
•
•
•
No set scope
No set budget
No set template
No set timeline
No set methodology
No set questions
No set criteria
PRESENTATION TO AENC | PAGE 36

37. It must fit you
PRESENTATION TO AENC | PAGE 37

38. With that being said…
PRESENTATION TO AENC | PAGE 38

39. A Ten-Step Audit Plan
• First, make a decision…
• Ensure understanding and gain support because:
– It’s neither simple nor speedy
– Extensive time, resources and commitment required
• Be prepared to:
– See it through to the end
– Embrace the good and the bad
– Change
PRESENTATION TO AENC | PAGE 39

40. A Ten Step Audit Plan
Step 1: Determine key areas to be audited.
• Look at both internal and external communications.
• Include everything from your standard identity pieces
(business cards, letterhead, email signatures, logo and
signage) to promotional materials, media coverage, website
data, social analytics, internal/external stakeholder
interactions, etc.
PRESENTATION TO AENC | PAGE 40

41. A Ten Step Audit Plan
Step 2: Choose your research methods.
• Qualitative and quantitative
– One-on-one interviews, focus groups, online or telephone surveys,
media analysis, analytics, others
• Pick methods that:
–
–
–
–
–
Work best within your organizational structure
Are economically feasible
Can be accomplished with your personnel resources
Can be completed in a timely manner
Can be completed period
PRESENTATION TO AENC | PAGE 41

42. A Ten Step Audit Plan
Step 3: Collect and evaluate past communications.
• Analyze each communications piece – what at worked and
what didn’t
– Who were we trying to reach and what were our key messages?
– Did we reach our audiences with the right messages?
– Did we successfully tell the story?
• Survey a few trusted staff/members: What did they
appreciate and why? What didn’t work for them?
• (If a media story) What media coverage did we receive? Was
it effective? What media opportunities did we miss?
PRESENTATION TO AENC | PAGE 42

43. A Ten Step Audit Plan
Step 4: Look outward: Query your “customers.”
• Choose neutral researchers
• Questions should revolve around:
– What are your impressions of our communications?
– What do you think of our graphics, identity pieces, website and other
marketing materials?
– Do you have specific suggestions about how could we improve our
communications?
– If you were in charge…
PRESENTATION TO AENC | PAGE 43

44. A Ten Step Audit Plan
Step 5: Look outward: Query your community.
• What does the community know and perceive about your
organization?
• Take a broader look at the impact of your communications.
• Ask questions to reveal public perceptions.
– This can be achieved by hiring a research firm or an objective person
to conduct a formal community survey or by informally interviewing
community members.
PRESENTATION TO AENC | PAGE 44

45. A Ten Step Audit Plan
Step 6: Look inward: Query your staff.
• What are your reactions to communications during the past
year? What was effective? What could be improved?
• Did internal documents serve your needs?
– What future communications could help you function as part of the
organization?
• Do all employees have an accurate, consistent “elevator
speech” about your organization? Do you speak with one
voice?
PRESENTATION TO AENC | PAGE 45

46. A Ten Step Audit Plan
Step 7: Analyze your media coverage.
• Examine the frequency and reach of coverage.
–
–
–
–
–
What is the tone and impact?
Are your key messages being promoted?
Are your audiences being reached?
What media opportunities have you missed?
How is the profession you represent being portrayed
• Use a news monitoring service, e.g., Google News Alerts, to
track coverage in tradition and digital outlets.
PRESENTATION TO AENC | PAGE 46

47. A Ten Step Audit Plan
Step 8: Begin your planning by conducting a SWOT analysis.
• Strengths, Weaknesses, Opportunities, Threats.
• Be honest and upfront -- This is where it can hurt!
• Analyze:
– How can we capitalize and build on our strengths?
– How do we mitigate weaknesses and turn them around?
– How can we (and do we have the resources to) maximize
opportunities and if not, where do we get the resources?
– What are the most significant threats to our organization and how do
we guard against them?
PRESENTATION TO AENC | PAGE 47

48. A Ten Step Audit Plan
Step 9: Think like an outsider -- a communications consultant.
• Based on your findings, what would you recommend?
• Select a team to help you analyze your audit results and
strategize about future goals, objectives and actions.
PRESENTATION TO AENC | PAGE 48

49. A Ten Step Audit Plan
Step 10: Develop a detailed plan for future communications.
• Use your research as the starting point for creating a
communications plan for your organization.
• Either create the plan internally or hire a professional to
design (and implement) your plan.
• Be specific.
• Think both short and long term.
• The biggest mistake – Failure to Budget.
PRESENTATION TO AENC | PAGE 49