Branding

Summer clean sweep

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Summer clean sweep

As you ease (or sprint!) your way through summer, consider doing a bit of communications cleaning to set you up for a strong start and smooth transition into fall.

Summertime. When things slow down (or at least you hope they will) and you have some time to tackle a new project or two.

This summer, consider doing a sweep—a review—of your organizational communications. I recommend a twist on the traditional external communications audit, which includes a careful sweep of internal institutional communications and messages.

When conducting a Communications Audit, often institutions and organizations (and consultants) look only at external communications—fundraising, admissions/enrollment, external relations, social media—and exclude internal communications.

Messages coming out of high-profile offices such as the CEO's and President's office written for internal audiences (students, faculty, staff, trustees), often become public. Internal messages, whether they become public or remain inside, are important tools for an institution to use to strengthen key messages developed for external audiences. It's a way to reinforce your brand internally, and to build a shared knowledge of goals and initiatives, issues and direction.

An Internal Communications Audit can be completed fairly quickly, using a formula to catalog sets of specific communications and assess them against your key audiences, strategic plan, and messaging platform.

It’s at this point in the process where institutions find gaps—the holes in their messaging, in their distribution lists, in their intended messages—and identify ways in which to fill them.

How often has your president sent a message to faculty and staff about an issue on campus, and forgotten to share it with the Board? Has your advancement officer developed new language and visuals and neglected to share it with the staff and faculty, who are often your best fundraisers?

An Internal Communications Audit can help you reveal misalignment and provide you with a map to strengthen your brand internally and externally.

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