Happy new year to you and yours! At Four Leaf, we make a habit of starting off each new year in retrospect. What worked? What didn’t? How did our outcomes for clients compare to the year before? Did anything take us by surprise? If we could anything over, what would it be, and why?
As you wrap up 2012 and start fresh this month, what questions will be you be asking yourself? January is a terrific time to conduct a communications audit, especially if you haven’t taken stock of the image you are portraying, the reputation you’ve been building, and the stories you’ve been telling – even indirectly – over the last 12 months.
- What are the top 5 stories about you or you company that you tried to tell in 2012? How were they received? Did they impact your brand or reputation?
- How did your media coverage, social media presence, thought leadership and marketing outreach fare compared to the year prior? Did you see an increased number of conversations, media mentions and requests for more information?
- Do your stories and messages, graphic identity and marketing outreach activities “match” and support one another? Or did everything grow “organically and you now have a patchwork quilt?
- Do you know who you are trying to reach? And, how did you inform them of your business?
- How did your communications effort fare against the competitor’s communications?
Answer these five questions and you’ll be on your way to better understanding where you should invest in communications (or not) in 2013.