From Start to Finish: 5 Principles for Executing an Effective Functional Review

Communication is a critical function for any organization, and regular reviews of this function are necessary to ensure that it aligns with the organization's strategic direction. Communication Functional Review (CFR) is a structured process that enables organizations to evaluate and align their communication functions with their strategic direction and priorities. In this article, I will provide a comprehensive guide to the process, highlighting the steps necessary for achieving success.

The first step in the CFR process is to align the communication functions with the organization's strategic direction and priorities. This requires a thorough understanding of the key external trends, internal issues, and strategic priorities. By analyzing the communication function through this lens, organizations can identify areas where realignment of activities is necessary to support strategic priorities.

The second step is reviewing the service expectations of internal and external stakeholders and service standards. This entails comparing the activities carried out by the communication function to the service expectations of clients and stakeholders and assessing the extent to which these standards are being met. Organizations should consider stakeholder concerns about existing service issues or gaps and develop recommendations to address them.

Then, it is crucial to evaluate the best practices in developing options for consideration and compare delivery processes against them. This comparison will enable organizations to identify areas that require improvement, and recommendations can be made based on the best practices. Utilizing these best practices can lead to improved communication functions.

The fourth step involves evaluating the current and anticipated capabilities needed in terms of processes, activities, competencies, tools, and systems. It is important to identify any gaps in these capabilities and develop recommendations to address them. This is necessary to ensure that the communication function is both effective and in line with the organization's strategic direction.

The fifth step in the CFR process is to seek dialogue with managers and staff. Validating the findings and options through interviews and workshops with managers and staff encourages meaningful discussions about opportunities and ensures that the recommendations are practical and achievable.

Applications of CFR Process

The CFR process can be applied to various aspects of an organization's communication function, including sustaining and enhancing the publishing and dissemination efforts, and developing crisis communication plans. Also, by implementing the process the communication leadership can assess the effectiveness of these activities, identify gaps, and develop recommendations to improve their services. The process can also be used to evaluate the effectiveness of existing crisis communication plans and identify gaps in crisis communication capabilities.

Conclusion

To sum up, the CFR process is a beneficial instrument for organizations aiming to guarantee that their communication function is both effective and in line with their strategic direction and priorities. By adhering to the steps highlighted in this guide, organizations can recognize areas in need of improvement and devise recommendations to address any deficiencies. The crucial factor for achieving success in the CFR process involves aligning functions with strategic directions and priorities, reviewing service expectations, comparing against best practices, assessing capabilities, and encouraging dialogue among managers and staff.

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