Communications audit
Project Brief:
A full audit of communications resourcing and activity across the Council to
identify the extent of opportunities for:
 Financial efficiencies in terms of Council spend on print and online
communications, by identifying scope for their rationalisation
 Better value for money through an improved focus on corporate priorities
by centralising staffing and spend
 Strengthening the Council’s reputation through better communications
branding and quality control.
Job role:
To undertake an audit of the Council’s communication resources and activity to
identify opportunities for improved communication and increased efficiencies.
Tasks:
 Identification and audit of all staff resourcing, hard copy publications and
online presence within the scope of the project
 Quality review documents and websites found during audit (purpose,
audience, compliance with branding policies, impact evidence etc)
 Undertake a cross-referencing exercise between documents / other
websites and information on the Council’s website (NB working with
eCommunications Officer and Communications Officer - Publications &
Branding)
 Undertake financial analysis of budget / spend on the production of
identified documents within the scope of the project
 Undertake financial analysis of budget / spend on the maintenance of
identified online presence / websites within the scope of the project
 Identify documents that should either be stopped, revised or combined
 Identify websites / online presence that should be stopped, revised on
integrated with Bournemouth.gov.uk
 Work with the Business Improvement Team to validate financial data with
Service Directors / Managers Performance and Volumetric Data collated to
support findings and develop baseline; this may include the use of sample
data collections
 Work with the Business Improvement Team to undertake a desktop review
of all job descriptions that fulfil a role that supports the delivery of
communications within the Council and validate data with Service Directors
/ Managers and % time undertaking activity
 Working with Corporate Communications Manager, develop outcomes that
Corporate Communications should fulfil on behalf of the Council and issues
/ risks that must be mitigated if the function is centralised


Conduct Equalities Impact Needs Assessment
Prepare business case setting out options, benefits and funding sources.
Experience
 Experience of managing and delivering strategic communications
Skills
 Strong interpersonal and communication skills - able to deal confidently
with senior officers and Members
 Proven analytical and project management skills
Knowledge
 Sound understanding of communications objectives
 Knowledge of brand management
 Understanding of public sector organisations and services
Supporting resources:
Corporate Communications Manager – Project Sponsor
eCommunications Officer – team member on website and online presence audit
Communications Officer (Publications & Branding) – team member for publications
audit and branding policy
Business Improvement Analyst (purchased time) – for validation and QA
Suggested timescales:
Start: ASAP
Business case / recommendations: End of March 2011
The feasibility will fund the following analysis for the Business Case:
 Audit of all hard copy documents within the Scope (3 weeks)
 Quality review of documents found during audit (purpose, audience, data
presented, DPA, etc…) (3 weeks)
 Cross-referencing exercise between documents and information on the Council’s
website (1 week)
 Desktop review of all JDQs that fulfil a role that supports the delivery of
Communications within the Council (3 days)
 Validation of role data with Service Directors / Managers and % time undertaking
activity (1 weeks effort over 3 weeks)
 Financial analysis of budget / spend on the production of documents within the
scope (1 week)
 Validation of financial data with Service Directors / Managers (1 weeks effort over
3 weeks)
 Performance and Volumetric Data collated to support findings and develop
baseline; this may include the use of sample data collections (2 weeks effort over 8
weeks)


Interviews with Service Directors / Managers regarding business needs;
development of outcomes that Corporate Communications should fulfil on behalf of
the Council and issues / risks that must be mitigated if the function is centralised.
(1 weeks effort over 3 weeks)
Identification of documents that should either be stopped, revised or combined (2
weeks)