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Oct 14, 2019

5 Key Questions for Your External Communication Audit

by Melissa Krut

Once you’ve got your own house in order, it’s time to turn from the internal to the external communication audit. Whether you’re connecting with clients, prospects, partners, vendors, or any other community members, your organization is best served with a strong strategic communication plan. Why run an external communication audit? If there’s no method behind the madness, your audience can react in any number of ways. In the interest of space, we’ll stick to three here: Confused: What is this organization all about, anyway? What’s with the inconsistent visual and language style, the sporadic delivery, and the uncertain purpose? I guess it’s okay, because they seem to know their business, but it’s a little odd. Annoyed: Does this organization really have it together? Why are they wasting my time with these kinds of unfocused and irrelevant campaigns? Where’s the unsubscribe? This company should just stick to what it does best, because something here isn’t working. Critical: Do other people see what’s going on here? Looks like it’s time to take my business elsewhere, and anyone who asks will get the full negative review! Point being: If your communication’s getting through, it’s definitely creating some kind of impression. If it’s not getting through, you have a different problem entirely! You already know that we love the anonymous survey for this purpose, but it’s your project! Do what you need to do, and be sure your external communication audit covers these key items: 1. How satisfied are you with the communication you […]

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