When was the last time you audited your media measurement program? Do you “think” everything is running smoothly or do you “know” how everything is going with your program? If you aren’t conducting routine audits of 
your program, trouble could be lurking that could injure your organization.
“Bridge inspection potentially saves lives” should be the headline, but outlets are reporting about how commuters are inconvenienced. Until the recent inspection of the San Francisco-Oakland Bay Bridge, everyone thought the bridge was just fine, but an inspection conducted during the reinforcement process revealed a crack that needed repair. The California Department of Transportation had to communicate that the bridge would not open for yet another day.
As one can imagine, this message was not well received, even though it appears that a potential catastrophe was avoided. Commuters expressed frustration how their commute would be adversely affected, but quotes expressing thanks that the weakness was are few and far between. How will the headlines read if your communication program fails?
A communication audit can potentially save a reputation. Some quick quality checks to include in your audit:
- Are your metrics aligned with your organization’s business objectives?
- Are the key messages consistent across all media and communication vehicles?
- Are your key messages aligned with your SEO (Search Engine Optimization) efforts to ensure optimization of your brand?
- Do you have designated campaign landing pages to know what “call to action” is working or not working so you can adjust accordingly?
- Is your social media policy being honored? (A copy of the BurrellesLuce policy is available if you’re just getting started.) Is your brand being infringed upon online or in print?
A good media measurement program is very much like the bridge inspection. It is there to reinforce your efforts and identify weaknesses that may exist. Developing and implementing a solid program is your chance to show the importance of measurement to your C-Suite and identify ‘cracks’ before they become breaks in your program. Be assured that if you don’t identify weaknesses now, irreparable damage to organization and your brand may result.
Is there a crack in your media measurement program? Will you find it in time?
