Could your business benefit from having an extra set of eyes scrutinize the effectiveness and relevance of your communications? Perhaps you are unsure about how your communications build on your brand, increase loyalty, and better connect with members and even your employees. Whether that’s a committee of volunteers, or an outside view, it might be time to consider a Second Opinion.
The goal of a communications review is to study the flow of information from your communications (to and from your members, prospective members, and the public);the structure, flow, and practices of your staff and documents that touch them. Most important, how well you are achieving your communications goals in reaching each critical audience.
The review identifies the positive highlights of your communications and your process. It identifies communication inconsistencies and suggestions about how create the best possible communications standards and measurements going forward.
The results create a basis for a positive change. It helps you make the adjustments that will improve relevance to your members.
As with any audit, we look at four primary categories in a review:
Irregularities between your association goals and your communications tactics – In other words, communications that don’t provide a direct value link to your communications goals. In the perfect world there is a set of communications tactics (across all platforms) have a common purpose and target audiences; and all of your materials show intentional coordination.
Compliance in communicating agreed-to messages and adhering to a communications process – The goal is that staff understands and supports the key messages and priority of your association, and there is discipline to focusing on “what’s in it for the member” when delivering member materials. In addition, there is a standardized process for distribution of your communications.
Measurements and feedback mechanisms to track your progress.
Willingness to accept ideas for change – Is yours a culture of continuous improvement and willingness to try different ideas? This is a key indicator of the work you have in front of you to take the recommendations and use them to improve long-term practices and results.
The result of the review is a written assessment, including specific suggestions for improvement.
The way you always communicated in the past is not necessarily relevant today.
Members want to get information, and learn differently. It’s up to you to keep up with the changes and figure out how to tell your story across platforms to make better (and more) connections. Is it time for another head in the game?