Join LinkedIn Learning Instructors for an in-depth discussion in this video Auditing Your Communication Channels, part of 2-Minute Tips for Marketing.
- Evaluating your marketing past can help you predict your marketing future. This is where a communication audit is extremely helpful. An audit is part of your research and planning process. There's several steps in an audit to uncover your communication strengths as well as your weaknesses. Why move forward with new programs when you don't know if you've been successful in the past? Hi, I'm Deirdre Breakenridge, a marketing expert and author of six books on PR and branding. And here's some easy steps you can take to make the most of your audit and to guide your future efforts.
Start by evaluating past communication through different channels. Ask yourself if you've reached your audience effectively. What worked and what missed the mark? Did you have the right process and resources in place? Next, look to your employees and customers. Take the pulse of how they perceive your communication. Ask how they felt about what you shared. For customers especially, inquire what helped them and what didn't. And what about the media? How did they portray your brand and the products you offer? Has your reach expanded as a result of more media coverage? Did these channels strike the right tone about your brand and position you in a favorable light? Now you can step back and create a SWOT analysis.
That's strengths, weaknesses, opportunities, and threats. Your goal is to capitalize on your communication success and fix anything that requires your attention. The last steps of the process are to evaluate the intelligence, strategize, and make recommendations for your communications plan moving forward. Whether you do this alone or with your team, you'll have more targeted communication and deliver increased impact.