4 mistakes that will doom your communication audit

Analysis of your messaging is a great idea—unless you’re winging it or you’re just going through the motions to appease your boss. Other blunders can undermine your efforts, too. Have a look.

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Are your employees engaged with your messaging? Is your content working? Do you have any blind spots in your communications?

If you don’t know, you’re probably considering a communications audit (or you should be). Here are four common missteps to be aware of before getting started:

1. Doing it for the wrong reasons. Justifying your job? Getting your boss off your back? Finding a new way to defend old tactics? Those are a few common misguided reasons for launching a communications audit.

So what are the right reasons? Here are several, according to Jim Ylisela, co-founder of Ragan Consulting Group:

2. Starting without a plan. Jumping in without a strategy is a recipe for disaster. That doesn’t mean, however, that your planning must be exhaustive.

At minimum, start by asking—and answering—these questions:

3. Not managing expectations. Nothing kills an audit like unrealistic expectations. Execs, for example, often expect up to 100% engagement in employee surveys.

“The truth is the average response rate is usually between 20% and 25%,” says Ylisela. “Anything better than that is unusual.”

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