How to Audit Your Communications Strategy at Mid-Year

As the school year ends and the pace of summer sets in, now is the perfect time to hit pause and ask: Is our communications strategy working?

At SMJ Communications, we believe that a mid-year check-in is more than a best practice—it’s an essential part of staying mission-aligned, audience-focused, and ready for whatever the next season brings. Whether you're preparing for fall enrollment, launching a new initiative, or simply trying to keep your messaging organized, now is the time to reflect, refocus, and refresh.

Here’s how to conduct a simple, strategic mid-year communications audit—and set yourself up for a stronger second half.

Revisit Your Goals and Reality

Start with the big picture. What were your original communications goals for the year? Increased enrollment? Better staff engagement? Higher open rates?

Now ask:

• Are we on track to meet those goals?

• Have any shifted due to new priorities, challenges, or context?

• If your goals have evolved (and they likely have), your strategy should evolve with them.

Assess What’s Working and What’s Not

Go beyond gut feelings. Use real data and team insights to understand your communications performance. 

Review:

• Email open and click rates

• Social media engagement

• Website traffic

• Feedback from surveys, community forums, or direct messages

Look for trends: What messages sparked engagement? What fell flat? What channels are actually reaching your audience?

Tip: Download our Mid-Year Communications Audit Checklist to walk through this step with a clear structure.

Reconnect with Your Audience’s Needs

What your audience needed in January may not be what they need now. Summer is a natural time to re-ground your strategy in your community’s real, current priorities.

Ask:

• What questions or concerns have we heard most often in the past few months?

• Have new barriers to access or understanding emerged?

• Are there groups we’ve unintentionally overlooked or underserved?

This is also a great time to connect directly with families, staff, or stakeholders through pulse surveys or informal interviews.

Tune Up Your Internal Processes

Mid-year is also a chance to improve how your communications work behind the scenes.

Check in on your systems:

• Is your team aligned on who owns what?

• Are deadlines realistic—or always last-minute?

• Are you using a shared calendar or planning tool?

A communications strategy can only be as strong as the process behind it. If your team is overextended, unclear, or siloed, it’s time to realign.

Refresh with Equity and Accessibility in Mind

Before jumping into fall campaigns, use summer to reassess your messaging through an equity lens.

• Are your materials available in the languages your families speak?

• Are you representing the diversity of your community in images and tone?

• Are you actively reaching those who may not always feel seen or heard?

Meaningful communications are not just informative—they’re inclusive, intentional, and community-driven.

A mid-year audit isn’t about pointing fingers or starting from scratch. It’s about getting honest, staying agile, and recommitting to the purpose behind your messaging.

Whether you’re leading a school, supporting a nonprofit team, or planning your next campaign, take this moment to reflect and refresh.

We’re here to help—starting with our free Mid-Year Communications Audit Checklist to guide your next team meeting, solo reflection, or summer strategy session.