@ab_comms_design ca.linkedin.com/in/ashl3ymbrown abcomms.branded.me

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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.

Practice identificationCompile 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 assessmentDevelop 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 assessmentCollect 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 improvementOnce 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 repeatImplementing 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.

That’s it! Remember that your comms engine needs regular maintenance.

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