Things to Consider when Completing a Communications Audit

  Things to Consider when Completing a Communications Audit

  I just completed my first communications audit, and it was an amazing learning experience. Throughout the process, I realized there are some key things that you as the PR person needs to focus on when completing an audit, and although they may seem obvious, when you actually start the process it is so easy to overlook the importance of these aspects! So, I have outlined the three most important things to consider when completing a communications audit.

1.  The Client

The Client is the most important consideration when completing a communications audit. In fact, if I could bold, highlight and underline this a thousand times I would, because it is that important. The client is the reason you are doing the audit in the first place, and odds are they have key needs and concerns that they want addressed by you! Its your job as the PR person to assess if they are meeting this need, and if not you need to be able to explain why.

In addition, the Client is your number one source when it comes to the company you are auditing! Each organization is different; some have rules about how they contact their participants or donors, employees may be a key aspect of their participation strategy, others have key leaders in the company you will need to speak with, and others will have extensive levels of approval you may need to know about before completing any research. You need to focus on your client in order to understand your role and how the company works, so that you can give the most comprehensive feedback.  The Client is your most important contact throughout the entire process!

 

2.      Communications is not just Social Media

This lesson is a hard one to learn, especially living in such a social media focused world. However, it is crucial you consider other forms and facets of communication other then just social media! When I completed my first audit, I was stunned to see just how many different channels a company may need. Emailing, newsletters, test messages, phone calls etc. just begin to cover the more personalized ways to engage with different audiences, and depending on who that audience is, some of these may work better for the company than social media!

Another thing to consider is communication between employees, volunteers, donors, and investors. How are these people being communicated key information? Is it a secure form? Social media is most likely not the best way to communicate with these audiences, and as the PR person you need to know that!

Finally, its so important that you assess any communication methods from media, blogs, community members and participants that may affect your organization. Sometimes, there will be bad reviews on Yelp, or comments about the organization on a local forum. Assessing communications requires some flexibility and creativity to find these unique sources, but if you do the extra work it will pay off for you and the company in the end!

 

 Photo by Pavan Trikutam on Unsplash

 

3.      The Goal of the Audit: Stick to what Matters

Generally, the goal of every audit is to analyze how an organization is communicating with their publics; however, more specifically each audit may wish to focus on different audiences more then others, or may want to assess certain aspects of communication. The first audit I completed was one where the client was interested in finding new methods of communicating with donors instead of their participants. Every goal is different, and what you focus your research and information on may differ.

In addition, please stick to what matters when assessing communication strategies. It is so easy to want to assess every aspect of someone’s business from the logo to their store front, but you need to remember that the client wants to hear about their communications. Keep your report limited to what matters, and then bring in your other ideas and information at the appropriate time in the appropriate way! Believe me, you will get further this way and will most likely have more effect on the organization!

 

Overall, if you focus on doing your best for the client while helping them improve their business and the way they communicate with their audiences, you’ll do great! Keep your head up and know you have the skills to do the best communications audit anyone has ever seen!