Finnish airport operator Finavia wanted to learn more about the best ways to lead communication and PR. The comms team had developed good skills to meet various PR challenges, but to be able to be even better, our client was ready to challenge itself.
Brunnen ran a Communication Audit inside the house, the service very special offered only by our agency in Finland. In connection with an Audit we also built a framework for measuring PR and comms.
An international airport is a challenging environment for PR specialists. Although you have good tools to lead communication, you cannot expect all the issues facing the business. This means PR department needs to know each roles very clearly, and also it has to be able to develop their members’ skills constantly. At the same time the management needs to understand their critical role as spokespersons and to see communication’s value for the business.
This is why a regular survey on organisation’s communucation strengths, possibilities, threats and weaknesses is important to be executed.
Brunnen planned and lead a Communication Audit, where we interviewed the top management and PR team. We wanted to find “hidden jewels”, the best practices that are very valuable for Finavia’s success. At the same time we search for the comms activities and routines that could be done even better or differently.
Based on our deep interviews we built a result booklet, of which very visual format was easy to read. Our booklet was a perfect tool to sharpen an already good communication strategy.
Connected to the Audit results, we created numerical metrics to measure communication efforts: how each activity supports the business strategy.
The comms team received a clear status of communication’s role in the competed and sensitive airport business.
The team learned to understand each other’s roles even more clearly. We could give the team new ideas to develop their work and to see how they can share resources more effectively.
Additionally, and by using the created communication metrics, Communication Director was able to show the management how powerfully PR support the business.