An overview about why and how to conduct a communications audit with examples how an audit helped a school district with change.

1. Communications
Audit:
Why, How and You
David Beil
Central Kitsap School District
DavidB@ckschools.org
360-662-1622
Tom Eiland
CFM Strategic Communications
tome@cfmpdx.com
503-803-8507

2. Communications Audit: WSPRA Conference April 2016
It is all about change
Parents and students
Communication tools
School administration
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3. Communications Audit: WSPRA Conference April 2016
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4. Communications Audit: WSPRA Conference April 2016
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5. Communications Audit: WSPRA Conference April 2016
Change is real
1996 Today
School district newsletter 14% 26%
Students 6% 21%
School employees 18% 17%
Internet/website -- 12%
Local newspaper 34% 12%
Neighbors/other citizens 7% 5%
Local school newsletter 4% 5%
The PTO 5% 1%
Television -- <1%
People are now less likely to get
information about schools from
newspapers.
Districts need to identify other
ways to inform and educate the
community.
Two bad things happen if school districts don’t communicate
effectively:
• Nobody knows what you are doing
• Someone else is speaking for you 5

6. Communications Audit: WSPRA Conference April 2016
You work in a unique community
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CK Connects is a key
information source for
those 55 and over (41%).
Residents (59%) recall
receiving this publication.
Parents (50%) and non-
parents (33%) read the
publication thoroughly.
Quarterly printed mailer to the
community
36,000 mailed
Cost: $40,000/year

7. Communications Audit: WSPRA Conference April 2016
What to change, how to change
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“When you come to
the fork in the road,
take it.”
--Yogi Berra

8. Communications Audit: WSPRA Conference April 2016
Be disciplined, be smart
Identify:
• How people communicate and
where they get information.
• What information people want and
need.
• What communication tools work
now and what other tools will
facilitate change.
• What are the missed opportunities.
• Ways to measure results.
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9. Communications Audit: WSPRA Conference April 2016
The process
1. Inventory communications efforts
• Communications plans
• Print, digital media
2. Conduct research
• Interview stakeholder
• Survey target audiences
• Analytics for digital
communication
3. Analyze communications
• Email management, design and content
• Press releases, media kits
• Social media
• Media relations
• Content evaluation 9

10. Communications Audit: WSPRA Conference April 2016
Who conducts the audit
Use a trusted third party
• Insights
• Critical analysis
• Best practices
• Candor
• Administrators will listen
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• Importance of communications plan
• Determine who manages communications
• Prioritize target audiences
• Organize communications tools
• Use the right media
• Refresh or reboot websites and intranet
• Create and trust the data
• Get the resources for success

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How did Central Kitsap
School District use the
communications audit?

13. Communications Audit: WSPRA Conference April 2016
CK Results
Thoughtful pause
• How to use the information
• Prioritize target audiences
• Determine what works and what does
not
What is the commitment
• Staffing
• Resources and budget
• Timeline
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14. Communications Audit: WSPRA Conference April 2016
District newsletter
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15. Communications Audit: WSPRA Conference April 2016
e-News
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Pre-audit
• Text heavy
• No analytics
• Created by IT

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e-News
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Post-audit
• More images
• Quick read with links
• Analytics
• Coordinated campaigns
• Fewer duplicate emails

17. Communications Audit: WSPRA Conference April 2016
Social
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Pre-audit
• No presence
• Administrative concerns

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Social
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Post-audit
• Need plan
• Engage parents
and the
community
• So far, great
feedback!

19. Communications Audit: WSPRA Conference April 2016
Website
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Pre-audit
• Staff focused
• Poor navigation
• Few images
• Content heavy

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Website
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Post-audit
• Parent focused
• More images and
videos
• Rely on analytics
• Common
navigation all sites

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• Take risks
• Use best practices
• Be results oriented

22. Communications Audit: WSPRA Conference April 2016
Questions?
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David Beil
Central Kitsap School District
DavidB@ckschools.org
360-662-1622
Tom Eiland
CFM Strategic Communications
tome@cfmpdx.com
503-803-8507