Institutional communication consultation: prioritising messages, channels and timetable

Situations relevant to the institutional communication consultation

• A company multiplies its public statements without a clear hierarchy between its messages.
• A federation is preparing a position for public authorities and wishes to verify its consistency.
• An association has numerous materials but no coordinated timetable.
• A public body wishes to review its communication plan in light of its institutional objectives.
• A project sponsor with institutional visibility seeks to organise its channels before a period of exposure.

Process

1. Collection of the objective, audiences and existing materials. The firm first receives the communication materials, any action plan and the institutional objectives. This phase takes place asynchronously, through the transmission of documents.
2. Review of the current positioning and messages. The analysis then identifies the position the organisation claims before its audiences. It thus measures the gap between this position and the messages actually disseminated.
3. Examination of the communication plan using Workbook P-11. Workbook P-11 serves as the basis for examining the existing plan. Beforehand, the IA-04 interactive assistance supports its completion, without issuing any opinion.
4. Recommendations on prioritising messages, channels and timetable. This step ranks the messages according to their importance for the position sought. It also aligns channels and timetable around this hierarchy.
5. Written or videoconference debrief. The recommendations note constitutes an asynchronous debrief. The 60-minute videoconference, by contrast, offers a synchronous exchange, recorded in a session record.

Deliverable

The institutional communication consultation results in a recommendations note or, by videoconference, in a session record. The document first identifies the audiences and the messages to address to them. It then specifies the channels to favour and the dissemination timetable. Finally, it proposes monitoring indicators. The note reaches the client five working days after receipt of complete information. The session record, for its part, sets out the points examined during the videoconference.

Prerequisites

The consultation requires the transmission of existing communication materials. The communication action plan, where one exists, supplements these documents. The organisation’s institutional objectives are also among the expected items. The time frame runs from receipt of all these items.

Frequently asked questions

How is the choice made between the recommendations note and the videoconference?

The recommendations note is suitable when management wishes to have a written record for internal circulation. The 60-minute videoconference, by contrast, favours direct exchange on positioning and messages. In both cases, the content covers audiences, messages, channels, timetable and indicators. The common consultation form records the chosen format.

What is the time frame for the institutional communication consultation?

The recommendations note is delivered within five working days. The videoconference takes place in a slot set at least 7 days after booking (priority slot possible within five working days), Tuesday to Thursday. These time frames run from receipt of a complete file. They nevertheless remain indicative, in accordance with the common rules of the catalogue. A missing document therefore postpones the starting point of the time frame.

Does the consultation cover crisis communication?

No. Communication in a crisis situation falls under the crisis consultation, devoted to assessment and first decisions. This consultation covers the organisation’s ordinary communication with institutions, partners and the public. An ongoing incident or a public accusation therefore calls rather for the crisis consultation.

Which withdrawal rules apply?

With regard to a consumer client, Law No. 31-08 provides for a seven-day right of withdrawal. A consultation scheduled at least seven days after booking preserves this right. Conversely, a consultation scheduled less than seven days away entails immediate performance, without a right of withdrawal. ASKonsult then obtains the consumer’s express consent, after providing information on these consequences.

Do the materials transmitted remain confidential?

ASKonsult treats as confidential the information and documents transmitted by the client. They are exchanged through the secure area, and their use is limited to the purposes of the consultation. This obligation survives the end of the relationship. The client is likewise bound with regard to the non-public tools and deliverables it receives.

What role does the IA-04 interactive assistance play?

The IA-04 interactive assistance supports the completion of Workbook P-11. It explains the sections, clarifies what is expected and checks the consistency and completeness of the answers. However, the assistance issues no opinion and makes no recommendation. Its outputs do not constitute a deliverable: the firm then analyses the work prepared and validates it.

What follow-up can extend the consultation?

When communication calls for structured work, the Developing a communication action plan package (K-16) takes over. A recurring need points rather to the Steering subscription (A-02). In addition, the sales consultation (C-02) and the training, workshop and event consultation (C-21) address related questions. Finally, the crisis consultation (C-17) handles crisis situations.

Out of scope

The institutional communication consultation does not include content production. It also excludes press relations and event organisation. Crisis communication also remains outside the service, since it falls under the crisis consultation. Finally, the consultation is subject to a obligation of means and carries no guarantee of results.