Assessing the strength of your communications
As your initiative or approach builds momentum, you should assess your communications activities. Questions to consider include:
- Have you coached all members of your Action Team on the ‘elevator speech’ and how well can everyone deliver the coalition’s key points?
- Are some of your materials directed towards short-term or immediate situations? Do other materials take a larger view? Can they be used over multiple years or with multiple audiences?
- Have you recorded the reaction or response to your ‘asks’ so that you can assess whether they are working? Are these requests viable should new opportunities arise?
- Can you measure any impact as a result of your communications? It is important to look at your outcomes and adjust your strategies as necessary. Remember that the lack of a measurable impact does not necessarily reflect a poor communication strategy but could be an indication of a political or policy challenge you are facing.