When is the last time you took a hard look at your communication efforts? Your public relations, advertising, marketing communications, social media outreach, community relations, materials, web site, marketing collateral and more are all part of your overall communications mix. Here are five steps to reviewing your communications work to better their effectiveness.
- Take inventory. List all the vehicles and channels you actively use to engage customers. No, that doesn’t mean everything. To make this process manageable, focus only on the things that directly and specifically fall under your marketing and/or communications team.
- Identify patterns. Do you see any common language used? Common visuals? At the same time, identify counter messaging, where you say one thing one place, but say another in another place. Why is that? Does this mean your team on the same page? You’ll want to reconcile any differences.
- Match up each communications activity against who you’re trying to attract. Are they having the impact you desire? You measure these activities, right? List everything that works well, what doesn’t, and what requires further measurement.
- Identify what is missing. There’s always something missing. Can you introduce a new strategy or tactic and eliminate what isn’t working? (Say yes.)
- Recalibrate your communications plan with this intelligence.
While you should be monitoring regularly, a full communications audit is warranted at least once a year.