December 4, 2018 Heather James

Communications Audits Explained: Part 2 – Communication Strategy

By TVG Staff

So, you’re re-thinking your company’s communications strategy. Let’s say that you started with the social media audit, but now it’s time to consider other things to make your efforts more successful and achieve the goals you’ve outlined for your communications strategy. Meetings, emails, calls, texts and press releases can all be part of your internal and external communications tactics.

One of the most important steps in creating a flexible and reliable communications strategy is to ask your leadership and employees questions about the current communications strategy, and how it can be improved. Here are the most important questions you should be asking.

Internal vs. External Audiences

Identifying differences between your internal and external audiences can help you set the strategy for each one. Sit down with your team and ask what their priorities are for internal communications and what sort of information they most need to know. What modes of communication are currently being used internally? How effective are those communications?

When asking these questions, you should also ask about external audiences. First, present the team with key messages for external audiences, and make sure everyone is on the same page. Then, outline the current external communications strategy. What’s the process for media responses? How are you communicating your key messages to your external audiences? And, what are the current barriers to communications and engagement?

Examples and Goals

When asking these questions, ask about specific examples of successful or unsuccessful communications experiences that they’ve had. By understanding how communications are coming together in practice, you’ll gain some insight into what’s working and conversely, what’s not.

Make sure to ask each person about their goals. A person who feels that they need a broader range of information to be effective may have different opinions on the current communications practices. Some people may be more concerned with external versus internal communications. Others may see in-person meetings as more valuable than phone calls. Getting into these details will help you design a communications strategy that will better meet your organizational goals.

Crisis Strategies

Finally, think about what potential crises might befall your communications strategy. What are unique issues that you’ve faced in the past—could they become issues again?

It’s possible that you have an existing crisis strategy. What crisis situations does it currently cover? How can you adapt it to more fully meet your needs? Based on what you’ve heard from your team, how can your crisis strategy and plan be improved?

Your communications strategy is essential to making your company thrive, and so it’s important to stay relevant and aware. If you aren’t sure where to start, get in contact with TVG and we’ll take it from there. We’ll help you research your current communications strategies and goals in order to create a custom crisis communications plan for your company.

At TVG, strategy is our number one priority. Browse our website and contact us to get started on your company’s strategic goals! Email us at for more information!

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