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Communications Evaluations Boost Success
By Ann D. Getman, APR
When is it appropriate to consider a communications evaluation and review? Any time your organization has new leadership, makes
a change in its identity or brand, or finds its communications are not helping the organization grow and meet its business or
mission objectives.
When an organization needs to change its image, refresh its communications, or become more effective with its target audiences,
it’s smart to start with a review and evaluation of its messages, materials and methods to both external and internal
audiences.
Take a fresh and objective look at who you’re talking to, what they’re hearing, and what they’re making of it, with a
communications evaluation. It’s strategic intelligence for your business to get closer to your stakeholders ~ your customers,
members, stockholders, backers, donors, vendors, regulators, employees, industry analysts or opinion leaders.
Most businesses have an incomplete picture of their stakeholders’ impressions, perceptions and expectations. Successful
companies constantly seek feedback and adjust their outreach efforts, especially when they’re changing or expanding products
or services; under new leadership; or about to start a branding campaign.
Here’s what they’re learning from an objective evaluation:
Perception is reality. Opinions and decisions are based on perceptions of what’s true and important: you have to identify and
measure the perception gap before you can close it.
You’re not the audience. You live and breathe your business mission: your stakeholders don’t. What fascinates you differs
from what they need and want to know.
One size never fits all. Audiences differ in what they care about and why, and you need to differentiate to communicate well
with them.
Know where to be, and when. Put your messages where your audiences look for information ~ at work, home, or in the community.
Know what they read, watch, listen to and attend, and meet them there.
Match the medium to the message. We expect some media to be used for selling, others for explaining, debating, illustrating,
reminding or persuading to a point of view. Choose the medium that matches your message for each audience.
Capture candor and context. Put your audiences at ease to elicit candor and get at the thinking behind their opinions, to put
feedback in a constructive context.
Review, target and refresh your communications. Once you know how well you’re reaching your stakeholders and meeting their
interests, you can improve your effectiveness with audiences to inform and engage them.
Effective communication is focused, relevant, and differentiated, and unified by key messages and approaches that position your
company relative to your target audiences.
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©Ann D. Getman, APR
Ann Getman is principal of Getman Strategic Communications in Cambridge, MA, specializing in public relations research, strategy
and program development. Learn more at www.GetmanStrategicCommunications.com
– or, for the hard of
typing, www.GetmanPR.com
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