Assessing Marketing Communications of a Public Agency for Improved Strategic Communications

Assignment Overview

For this assignment, you need to identify a public agency that you do *NOT* work or volunteer  for and assess their marketing communications. You may choose any agency as long as it is  not one that you work for—because you will be calling them to assess their interpersonal  communication as well as their online communication efforts. You will make one phone call  asking a question similar to the one in the list below. You will analyze its website thoroughly,  and you will briefly assess two social media accounts that the organization maintains. You will  also need to identify the person responsible for public relations and/or marketing at the agency  and conduct a brief interview with them to assess how they see the role of strategic  communications within their agency. You will summarize your findings in a five-page paper. The goal of this assignment is to have  you examine marketing communications using a critical eye. What information is being shared? Is it enough to give you a thorough understanding of the organization? Are they attempting to  engage stakeholders, inform them, or simply persuade them? Your final paper should also include one page focused on how they can improve their communication efforts. The paper is due on week 4 day 7. Please attach the PDF file to Module 4: Communication Audit Paper assignment. You do not have to submit this questionnaire to the instructor. It is provided merely as a guide to  help you assess their communication level.
1. Name of the public agency being examined
2. Public agency’s website
3. Based on the website, can you find evidence (e.g., directory) that they have anyone solely focused on communications? This may be a communication officer, public information officer, or  someone with a title involving public relations, marketing, or advertising. NOTE: This should be the person you interview regarding the role of strategic communications in their agency.
4. Make a phone call to the organization and ask the receptionist a generic question suitable for the agency. For example, if you were contacting the local public library, you might ask, “I’m new to the area, and I’m looking to volunteer for the library. Can you describe the programs that you have and any volunteer opportunities?”
5. What is your first impression of the public agency based on an initial glance of the website?
6. Does the website have an online newsroom? If so, what types of files are there? How recent are the items posted?
7. How many photographs and videos are being used on the website? Are the visuals compelling?
8. If you were brand new to the organization, does the information provided on the website present you with enough information to decide if you wanted to become involved with it? What information do you think is missing? Did they do anything very well that should be noted?
9. Looking at the language used on their website, do they speak in commonplace language or do they use organizational jargon and acronyms?
10. When looking at its website, look for an annual report or newsletter that may have a letter from the executive director. Copy and paste that letter into the following website:http://www.readability- score.com.Report its “Flesch-Kincaid Reading Ease” and “Average Grade Level” scores. Note: If the organization does not have an annual report, you may copy/paste a webpage with a significant amount of text and use that as a substitute.
11. Name the two social media accounts of the organization that you are examining. Looking at their last 10 updates on both accounts, what types of messages do they mostly post: one-way information sharing (reports, updates), event publicity, asking questions, engaging in conversation?
12. Does the public agency use videos or pictures in their social media updates?
Questions to Ask During Interview with Public Relations/Marketing Officer
1. How does marketing and public relations fit into the overall mission of the agency?
2. How do you approach and carry out your communication efforts?
3. How do you evaluate campaigns and communication projects?
4. What do you wish you had known about your current job before you started working here?
5. Would you recommend someone pursue a career in marketing/public relations in a government agency?