Based on the response to the above thread, I found the expanded blog when I clicked on the link.
Based on Mary's response I have learned that the communications audit is not only a tool to initiate a process to improve communication, but it can also be used as a way to identify deficiencies in an existing platform. The triggers that she mentions can be applied to all areas not just HR as she mentions and they can be paralleled to other business functions where HR takes an active role in the strategic solution. I appreciate the feedback that Mary provided and it has me thinking of communication audits as a function of the business overall and not just the HR function. In hindsight, I could have used a communications audit as part of a new loan software product we were launching and could have included other areas of the bank in addition to the loan staff to get more of a global sense of what methods, such as surveys or how to roll this out would have created the most benefit to the bank and those involved. I now see how the audit can be not only a function of HR, but a function of the bank in any strategic process going forward and I will definitely use this in the future.
SWOT Analysis analyzing communication
I am looking to see if anyone has conducted a SWOT analysis as part of a communications audit and if so was it useful to your company as a learning tool in your human resources department. I am thinking of implementing one where I work, but would like some feedback before I dive into this venture.
Although I did not receive any feedback through SHRM Connect, I think that taking the approach by using SWOT analysis with regards to communications would be a structured and visual aid for the HR department to use in meetings with senior management or branch staff to engage them in the process of improving communication channels. "A SWOT summary can be useful for strategy development in a communication project or program as well as in an annual communication plan. It is especially useful for deciding the key points in your messaging" (Harrison, 2016). I see our HR department finding this approach useful because it breaks out the strengths, weaknesses, opportunities and threats so they can be addressed separately , but then melded together to create an overall strategic plan. I also see this as a cost friendly way to get the communications audit in motion without any high priced software or paying for outside webinars or other electronic means.
I read an article from the library titled 7 Steps to a Successful Communications Audit by Sue Zoldak and found the steps very insightful and a great roadmap for a conducting a rewarding audit.
1. Remind Yourself of the Mission: " Elevate the purpose of your communications to serve that mission. It's this higher level framework that allows you to properly evaluate the purpose of each communications tactic. Without it, you run the risk of misjudging the purpose of your communications materials" (Zoldak, 2014). This keeps the HR department cognizant of the audit truly convey the company's reason they are in business and be able to carry that into the future.
2. Decide What You Are Auditing: All areas of communication can fall under this audit, you just need to be aware of the scope so that your can share the information with your employees without overwhelming them. Keeping the audit focused is key in the process.
3. Lay Out All Your Materials: This step is very visual and involves actually placing all materials on a table and asking if everything is consistent and is there a brand that is presented that is recognizable. Also we need to ask if the content is relevant or out dated and if there is anything that should be taken out due to age or lack of use. In addition, can the materials be converted into a digital or electronic format to accommodate new social media channels.
4. Ask for Feedback: This step can involve creating and administering a survey that ensures the employee can provide answers anonymously. We can also hire a 3rd party to conduct the survey and analyze the data and provide a report of the results. We would need to find out what is the best fit for our company and maybe see what other banks are using being in the same industry.
5. Take A Step Back: By turning on our eyes and ears we can gather information and start to recognize any patterns , both good and not so good, on how effective the communication is and identify any challenges that may need some tweaking.
6. Define the Steps to Get Where You Want to Be: By thinking about what the end result is that you want from the audit. I think by setting long term and short term goals, we can make lists of challenges and objectives that fit not only budgetary constraints, but also be realistic in their end result.
7. Set the Date for Your Next Audit: This is critical to the audit's long term success. We would need to set the date for the following audit so that milestones are kept out on the horizon as a way to keep the process ongoing. Also, the more that is noted in the current audit can be some of the first items addressed going forward and then it only can improve from there.
References:
Harrison, K. (2016). Make the Most of SWOT analysis for communication projects. Cutting Edge PR. Retrieved From. http://www.cuttingedgepr.com/articles/swot-analysis-communication-projects.asp
Zoldak, S. (2014). 7 steps to a successful communications audit. Campaigns & Elections, (323), 13-14. Retrieved from http://search.proquest.com.prx-necb.lirn.net/docview/1518923373?accountid=33575
No comments:
Post a Comment