Communication is not a “set it and forget it” function. Nor should it grow completely organically, without structure or consistency. Your organization’s communication materials (whichever format they may take) are your public face and should reflect the organization’s goals, values, and quality of work. While it may be tempting and less labor-intensive to use the same communication materials with minor tweaks over and over again, they may no longer accurately convey the message you want your audience to receive. Unfortunately, there’s no hard and fast rule for how often you should change things up. Here are my tips for how to know it’s time for a refresh:
Conduct a communication audit
Gather samples of all communication materials. Whoever manages the communication function at your organization will likely have the most information about and latest copies of outgoing communication materials, but also ask your employees in different departments to help with this step. You might be surprised by what they include. I recommend having both a physical location for people to drop hard copies, as well as a virtual one.
But wait, back up – What should I consider communication materials?
Include formal publications, such as an annual report, case studies, whitepapers, reports, press releases, etc. Also include a representative sample of newsletters, mass mailings and/or mass email messages, blog posts, website content, videos, podcast episodes, and social media posts. Don’t forget about talking points, presentation slide decks, handouts, flyers or other materials you may distribute.
Think strategically about the purpose each communication material is serving
Make a list of all the communication products you’ve gathered. Next to each one, include the audience it’s aimed at and the purpose it serves. Then ask yourself: Is conveying this information a priority to our organization? Does it help us achieve our goals? If you can’t define the audience and purpose or don’t believe the material is a priority, consider whether you should continue producing it. If you can do all that, move on to….
The “message” test
Now that you have labeled the audience and purpose of each piece, review the messaging itself. Does it address the audience’s interests and needs? Does it meet its purpose? Put yourself in the audience’s shoes: Is this something you would want to read/watch/listen to?
If so, keep going! Is the content up to date? Does the messaging align with organizational priorities? Is there a call to action? Is your language simple and clear? Is your messaging consistent?
The “look” test
Borrow a conference room or large office. Spread out the physical copies of the remaining communication materials on a desk, table, or the floor. Project snapshots of your virtual materials onto the wall, screen, white board, etc. You could also use a laptop screen for this, but I recommend blowing it up in size if you have the ability to do so. Ask 2-3 people, including someone from outside the communication team, to participate. Do the materials visually look like they belong together? Is the branding consistent? Do they look current? Does the layout make them easy to read? Pull out any materials that don’t mesh with the others for further review.
The “data” test
This is also a great time to use any data you have about how your audience has reacted to your communication materials. Sometimes we can be convinced that a particular type of communication or message is effective, only to have the data prove us wrong. What do the numbers say? Compare them to industry standards, past performance, or internal goals. If you’re frustrated with the lack of data, consider a plan to more effectively gather it moving forward, including using A/B tests for direct comparisons.
Use an external reviewer for an unbiased opinion
Ask someone external to the organization, and ideally who isn’t part of your current audience, to review a select sample. Have them give you their thoughts about message and design. What are their takeaways from each piece? Do those match your intentions?
Brainstorm about what’s missing
You labeled the audience and purpose of each piece. But is there an audience you aren’t yet reaching? Or a priority message that isn’t getting out there? Brainstorm about what you might need to add (and/or replace) in order to effectively meet your goals.
This sounds like a lot of work. How often should I do these reviews?
Spoiler: If you can’t remember the last time you did a communication audit, it’s past time to do so. That doesn’t necessarily mean that you’re due for a total overhaul, but it’s important to ensure your materials are current and meeting the needs of both your audience and your organization. Some organizations may benefit from conducting an audit and review as often as every six months, but I recommend conducting one at least once a year.
