How do you audit your communication plan for DEI?

1 Define your goals and metrics

Before you start auditing your communication plan, you need to have a clear idea of what you want to achieve and how you will measure your progress. For example, you might want to increase the representation and participation of underrepresented groups in your communication channels, or you might want to improve the accessibility and inclusivity of your messages and content. Whatever your goals are, make sure they are SMART (specific, measurable, achievable, relevant, and time-bound) and that you have the tools and data to track them.

2 Review your audience analysis

Your audience analysis is the foundation of your communication plan. It helps you understand who you are communicating with, what their needs and preferences are, and how you can best reach them. However, your audience analysis might not reflect the diversity and complexity of your potential or existing stakeholders. Therefore, it’s important to review your audience analysis and ask yourself some questions. For example, how do you segment your audience? Are demographic, psychographic, behavioral, or other criteria relevant and accurate? Additionally, how do you collect and analyze data about your audience? Are surveys, interviews, focus groups, social media analytics, or other methods used in an inclusive and respectful manner? Furthermore, how do you address the gaps and biases in your data? Do you acknowledge the limitations and assumptions of your data sources while seeking feedback from diverse and marginalized groups?

3 Evaluate your communication strategies and tactics

Your communication strategies and tactics are the actions and tools you use to deliver your messages and content to your audience. These may include: channels, platforms, formats, styles, tone, language, visuals, among other things. To audit these strategies and tactics for DEI, you need to evaluate how they align with your goals and audience analysis, as well as how they impact your audience's perception and experience. For example, when choosing and prioritizing communication channels and platforms, consider if they match your audience's preferences and accessibility needs. Additionally, when designing and producing messages and content, make sure they reflect diversity and identity while avoiding stereotypes. Lastly, when testing and refining messages and content, use A/B testing or user testing with diverse samples of your audience.

4 Assess your communication team and culture

Your communication team and culture are the people and processes that shape and implement your communication plan. This includes your communication staff, partners, collaborators, influencers, and leaders. To audit your communication team and culture for DEI, you need to assess how they influence and are influenced by your communication plan, as well as how they foster a culture of DEI within and outside your organization. For example, it’s important to consider how you recruit and retain your communication staff and partners; do they reflect the diversity of your audience and stakeholders? Do they have the skills and knowledge to communicate effectively and inclusively? Furthermore, do you provide ongoing learning and development opportunities on DEI topics and practices? Additionally, do you have clear and consistent communication policies and guidelines that promote trust, respect, accountability, as well as encourage feedback and ideas?

5 Solicit and act on feedback

The final step of auditing your communication plan for DEI is to solicit and act on feedback from your audience and stakeholders. It is essential for improving the plan and ensuring that it meets the needs and expectations of your diverse and inclusive audience. You should create a feedback mechanism that is accessible, convenient, and transparent for your audience and stakeholders. This could include surveys, polls, reviews, comments, ratings, or other methods. Analyzing the feedback data with quantitative and qualitative methods can help you identify the strengths and weaknesses of your communication plan. You can then communicate the feedback findings and recommendations to your audience and stakeholders through reports, newsletters, blogs, social media, or other channels. Action plans, timelines, budgets, or other tools can be used to implement the feedback recommendations and improve your communication plan. Auditing your communication plan for DEI is a continuous process that requires commitment, collaboration, and adaptation. By following these steps, you can enhance your strategic communication plan and make it more diverse, equitable, and inclusive.