The best tool to fine-tune your messaging is the Communications Audit. Too many businesses never take the time to optimize their communications. Buckle up! Here’s a 5 point check-up for your comms engine.

1. @ab_comms_design ca.linkedin.com/in/ashl3ymbrown abcomms.branded.me
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2. The best tool to fine-tune your
messaging is the
Communications Audit.
Too many businesses never
take the time to optimize
their communications.

3. Here’s a 5 point check-up
for your comms engine.

4. Practice identification
Compile a list of communications practices
that should be performed by a single
individual or a team.
Group them into three main categories:
Strategy – Includes the core tasks of
communications planning and strategy
development.
Implementation – Includes practices most
common to an organization with an active
communications function.
Support and alignment – Includes non-
communications-specific practices within
the organization that help to ensure the
communications function is successful.
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Practice maturity assessment
Develop a maturity scale to rate the
performance of any given practice.
Assess the level of:
• Organizational commitment;
• Integration; and
• Performance.
I use a simple six level continuum from 0
(the practice is non-existent) to 5 (the
practice is embedded in the DNA of the
organization and has complete support
from senior leadership to frontline staff).

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Performance assessment
Collect data about the communications
practices, and to use it to make
assessments about organizational
performance and capacity.
Some methods used to gather information:
• Interviews with a select group of key
stakeholders
• Surveys offer standardization and a basis
for comparison
• Document review:
• hardcopy materials
• digital materials (or in lieu of
hardcopy)
• Links to online digital assets
• External access to internal
communications platforms, off-site
if possible

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Areas of improvement
Once the assessments are made, identify
areas in which your organization can
improve. No organization is expected to be
top rated on all strategic communications
practices, rather the assessment of where
your company should be must be based on
an accounting of its realistic capabilities of
financial and human resources.

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Refine and repeat
Implementing the recommendations will
require an action plan and setting of target
dates, at which time a less formal audit can be
completed to verify their effectiveness. The
action plan must be realistic and prioritize
recommendations for the greatest impact.

9. That’s it! Remember that
your comms engine needs
regular maintenance.
@ab_comms_design ca.linkedin.com/in/ashl3ymbrown
abcomms.branded.me
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