As companies aim to reach ambitions sales targets, they must establish a strong bridge between their products, key messages and target audiences. However, amid an ever-changing media and marketing landscape, businesses might not always have the experience or capacity to ensure all the i’s are dotted and t’s are crossed with their communications strategy.
A communications audit can help companies better grasp their business narrative and delivery, gaining insight into current practices and where there’s room for improvement. While the process for research and data collection varies depending on organizational objectives, there are some key sales-centric questions this exercise can help business leaders address:
1. How are customers consuming information?
When it comes to outbound communications, an audit can help companies gain a clearer understanding of the media habits of their target audiences. This exercise typically involves a deep dive into business interactions across various outlets, including traditional media and social platforms, to identify potential gaps or opportunities that may exist. By examining key industry trends and audience behaviors across different channels, leaders and their marketing teams may uncover new outlets or social influencers they should be targeting with future programming.
2. What tactics are competitors using?
A communications audit can provide insights on what communications strategies competitors are using to connect with customers – weighing everything from press activity and social engagement to paid promotional programs. As one example, a company might discover that their competitors have been more active in engaging with analyst firms. This could prompt the company to embark upon a proactive analyst relations campaign to ensure their business is being effectively represented in major industry research reporting.
3. What are we doing right (and wrong)?
Understanding the effectiveness of current communications tactics can help to enhance and streamline outreach efforts. Analyzing data surrounding press release distributions, for example, may help clarify what types of announcements are resonating with reporters. Equipped with these insights, marketing teams can adjust their focus and cadence for media relations activity – perhaps shifting less newsworthy announcements to the company blog if reporters are not interested in the news. Similarly, research into social performance analytics can direct teams to hone their focus and voice for future content development pursuits.
4. What’s the plan of action?
While a communications audit will help generate many ideas for businesses, it will also give clear-cut recommendations for how to move forward. A call to action typically accompanies specific gaps or opportunities that are identified through the process – addressing key strategies such as messaging clarity, stakeholder engagement, tactical execution and communications channel identification. Ultimately, a communications audit is designed to equip companies with the instructions needed to improve their strategies, drive better results, and achieve their goals more effectively.
A final note
While communications audits can vary depending on the company and their audience segments, they should always ladder up to overarching business objectives. A consumer brand might be more focused on gaining insights into the latest influencer behaviors, while a B2B company could be more interested in how to maximize their reach with target trade publications. A tailored communications audit can address these types of goals.
Business leaders should view communications audits as an ongoing process rather than a one-time event. As the media and social landscapes constantly evolve with new influencers and platforms added to the mix, companies should periodically revisit their strategies to explore new developments and opportunities. By continuously aligning business goals with the right communications tactics, leaders can ensure their teams are well-positioned to reach their next sales milestones.
