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2013 aenc from communications audit to strategy mcc
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2013 aenc from communications audit to strategy mcc

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From Communications Audit to Strategy

From Communications Audit to Strategy

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  • Start in the future and walk back.
  • Read the tea leaves: inside your industry and outside; politics; technology; social trends (e.g., less “joining traditional groups” among Millennials); expectations; etc.
  • Set a magnetic north and stick to it.
  • Aesop: Decide what’s the moral of your “story” (your communications)?
  • Focus on the core principles of communication and what it means to be human.
  • Focus on the core principles of communication and what it means to be human.
  • Be an entrepreneur – seek the grail
  • Transcript

    • 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