Business leaders across the U.S. and around the world face increasingly complex challenges affecting the way they operate on a daily basis. Ever-changing rules in the digital universe, the flattening of the globe and the rise of new, unexpected stakeholders all contribute to this evolving landscape. It is imperative that PR professionals acknowledge these challenges and present communications solutions that effectively address them.
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Sydney Ayers |
But you really can’t make progress toward doing so if you can’t plainly state your position. If you don’t have in mind the three or four most important things you need someone to know about your product, service, idea or brand, you are at a huge disadvantage. Clear and concise messages are critical in the 24/7, often muddled world in which we find ourselves.
One of the best ways to build the messages at the foundation of a comprehensive PR program is by conducting a communications audit. A methodical review and evaluation of an organization’s communications needs and the effectiveness of its communications practices, the communications audit can lend great insight into past and present perceptions.
A complete communications audit should encompass a variety of disciplines and should be customized to the precise needs of the internal or external client. Advertising, Web site, social media, brochures, releases and other internal and external communications should be analyzed in order to highlight strengths and weaknesses, uncover areas of need, validate what is—or is not—being accomplished through the organization’s communications and set a valuable baseline.
There is an established procedure and four steps basic to any audit. They are:
â–¶ Step 1: The interview process. This step begins with interviews of key management and then extends to representative samples of other internal publics. It concludes with interviews of representatives of various external publics. These might include community influencers, news media, business leaders, public officials, industry organizations and others. The interview process is guided by written questionnaires, prepared especially for each public, to ensure a consistency of responses.
Some of the key questions to consider asking include:
• What is your organization’s reputation in town (in your industry, with the media, etc.)?
• What do you want it to be?
• Have you developed messages around that positioning?
• Who makes up your primary audiences?
• How are you currently communicating your business proposition?
• Have you considered communicating with your employees and other internal audiences?
• Have you considered working with a public relations firm to align your communications messages with your business strategies?
â–¶ Step 2: An evaluation of past and current communications tools. These tools can include employee newsletters, speeches, Web sites, blogs, annual reports, brochures, news releases and publicity, and communications efforts such as special events and corporate contributions.
During this phase, answers may be sought to such questions as:
• Are there written communications objectives?
• Is there a written communications plan?
• What is the organization trying to communicate?
• Are the messages understandable and believable?
• Are the messages consistent from one public to another? From one communications vehicle to another?
â–¶ Step 3: “Formal” public opinion research. This involves random sampling or focus groups. Such research is a significant budget item, and not all organizations will find it cost-effective.
â–¶ Step 4: A preliminary audit findings report. A typical detailed audit report contains an introduction stating reasons for the study and methodology; an executive summary of findings; analysis of the opinions and perceptions of each public; and recommendations. In most cases, a communications audit leads to preparation of a detailed PR plan that not only contains goals and objectives, strategies, tactics, timelines and a budget, but also the messages to be communicated.
The best road trips start with a map. And much like a map, a communications audit helps you see where messages are missing the mark and, in many instances, gives you perspective as to why. PRN
CONTACT:
Sydney Ayers, APR, is the president of Ayers Public Relations in Golden, Colo., and the immediate past chairman of PRSA’s Counselors Academy. She can be reached at [email protected].