Communication Audits

Association Vision is skilled in conducting communication audits (also called Strategic Communication Analyses) for associations. The experience of Association Vision executives in working as full-time senior staff with many different associations, as well as extensive consulting assignments with more than 30 associations, provide us with the experience and perspective to deliver meaningful and actionable results to our clients.

This experience also allows us to recommend ways to effectively integrate public relations and publishing into a unified communications program.

We begin by asking some fundamental questions, including:

• Are your communications aligned with your organizational strategy?
• Are your communications and marketing efforts integrated across your organization?
• Who are your audiences?
• Have you developed consistent messages that are clear and concise?
• Have you tailored your communications to each audience?
• Do you know how each of your audiences wants to receive information?
• Are you taking full advantage of your own communication vehicles?
• Are your communication vehicles operating as effectively and efficiently as possible?
• What new external communication vehicles do you need?
• Have you fully accessed the resources and relationships in your organization to leverage your visibility?
• Does your industry need a focused public relations campaign to accomplish a specific goal?

We find the answers to these questions through research strategies and tactics that are tailored to the unique needs of each association client. These include:

• Strategic Plan Review – Review of the association strategic plan with special focus on areas relating to communications
• Association Organizational Review – Assess the structure and scope of the association, including committees, chapters, sections, special interest groups, etc. and the implications for communication efforts
• Environmental Scan – Review of external trends affecting the association and the profession or industry in which it operates
• Competitive Environment Assessment – Review of competing trade associations and other organizations with overlapping missions and services
• External Communications Market Analysis – Analysis of trade publications, e-newsletters, blogs, Web sites, in the association market space
• Audience Analysis and Segmentation – Identification of audiences and segmentation into logical groups
• Message Analysis – Review of core messages, consistency of use, how they are delivered, and potential revisions
• Media Coverage Analysis – Review of media coverage of the association in external trade publications and the general media
• Member and Volunteer Leader Research – Formal surveys, phone interviews with selected leaders, and/or focus groups
• Communication Vehicle Analysis and Content Assessment – Includes all association communication vehicles reaching members and other audiences
• Marketing Integration Analysis – Analyzes integration of core messages, content, format, and design elements in association communication vehicles and marketing pieces
• Internal Staff Assessment – Informal interviews with staff from a range of functional areas to gauge perceptions of communications program and identify communication needs
• Staff Structure Review – Assessment of communication staff structure and how it serves communication needs
• Strategic Alliance Assessment – Evaluation of existing alliances and identification of potential alliances

The communications audit that Association Vision conducted for the American Industrial Hygiene Association (AIHA) is described in an ASAE Communication News article written by AIHA Senior Manager of Communications Lisa Junker.

Publishing Audits

Association Vision also conducts Publishing Audits for magazines, which provide a complete analysis of magazine management, editorial, advertising, circulation, design, and production and deliver recommendations. Strategies and tactics include:

• Management Review (assessment of management of the publication and staff structure)
• Editorial Assessment (examination of editorial mission, market positioning, editorial content, and editorial style)
• Advertising Program Analysis (examination of market share, rate structure, media kit, marketing materials, sales structure)
• Circulation Review (review of current circulation vs. potential circulation, comparison with competitors, options for paid vs. controlled circulation, etc.)
• Design and Production Analysis (assessment of design and layout and how it presents editorial content, analysis of production flow, etc.)
• Printing Efficiency Analysis (includes type of printing, use of color, paper, press configuration, postage, etc.)

To learn more about Association Vision communication and publishing audits, read some of the client success stories and contact Association Vision President Al Rickard at 703-402-9713 or arickard@associationvision.com.