When communications leaders conduct an audit, they don’t only focus on messaging and content. They consider how information is gathered, protected, approved, published, and shared. Some risks to consider are regulatory compliance and student privacy, data security, financial and donor transparency, brand reputation, social media governance, intellectual property, crisis communications, and vendor management. The slightest mistake in communicating protected information, using an image without permission, publishing incorrect fundraising amounts, or handling a crisis could have legal or financial ramifications or damage a brand's reputation.
Routine communications audits help pinpoint these issues. They don't just focus on what a company or organization is saying, but how they are doing so safely and responsibly. Here are some risks to consider when auditing:
Compliance Risks: When it comes to communication, ensuring compliance with laws and regulations is crucial, particularly those related to admissions, financial aid, and student safety, such as the FERPA (Family Educational Rights and Privacy Act) and the COPPA (Children's Online Privacy Protection Act).
Data Security Risks: Considering the sensitive information held by students and staff, data breaches pose a significant threat. It is essential to have appropriate protocols in place to protect personal data, and to ensure that any third-party vendors handling such data do so in accordance with security standards.
Financial Transparency Risks: The communications department may be involved with promoting fundraising drives and managing donor relations. To ensure donor trust, it is important to be transparent and accurate with financial reporting. Depending on your industry, charitable organizations may be required to follow specific legal guidelines for financial reporting.
Brand Reputation Risks: Poor communication or handling of sensitive issues could tarnish the school's reputation. To reduce the likelihood of negative publicity or public relations crises, it is important to regularly review communication materials and processes.
Social Media Risks: With the power of social media comes responsibility, especially in today's age. To ensure appropriate use by staff and students and to avoid any potential damage to reputation or legal issues, social media accounts should be monitored, and guidelines established to govern their use.
Intellectual Property Risks: To avoid potential infringement claims, it is important to ensure that proper permissions are in place for the use of copyrighted material in communications, including images, videos, and written content.
Crisis Communication Risks: It is important to have a strong crisis communication plan in place to prepare for emergencies such as natural disasters, accidents, or security threats. All staff should be trained on their roles and responsibilities in the event of a crisis to ensure order is maintained and the safety of students and staff.
Vendor Management Risks: If the communications department outsources any services, whether it be printing or website hosting, it is important to ensure that vendors are reputable and adhere to contractual agreements to prevent any issues with communication services.
When was the last time you really looked at your organisation’s communications practices? Is your communications strategy where it ought to be? Without the correct safeguards in place, even the best communications strategy can fall short. Conducting a communications audit could help identify potential risks, improve internal practices, and protect your organization’s reputation. I can help you to evaluate your communications practices, identify gaps, and develop practical strategies to improve accountability, mitigate risk, and build trust with your audience. Let's chat
