What to Expect During a Strategic Communication Review

If your communications are not landing (either internally or externally) or there are obvious problems with structure, capabilities or leadership in a comms team, then a functional review may be on the cards.

But be warned. A review of a communications function is the organisational equivalent of going to the dentist - necessary, but not exactly something to look forward to.

While it might be a long-overdue opportunity to get things fixed, it will cause challenge and disruption in some quarters.

​One thing is certain: a Communication Review is a collaborative effort. Everyone involved - senior leaders, comms leaders, team members, and stakeholders - has a part to play.
The key to a successful review lies in setting clear expectations upfront, not only of why the review is necessary but what you are expecting from different group of people throughout.

For Senior Leaders (Or Those Commissioning)

Let’s start at the top. If you’re the one commissioning the review, something’s prompted it: maybe stakeholders complained, or perhaps you’ve noticed that your comms team feels more like a collection of solo performers than a cohesive orchestra.

Whatever the reason, here’s what you need to know:

1. Clear the Path
Your job is to make the review as smooth as possible. This means giving the reviewers access to the people, data, and resources they need without unnecessary roadblocks. Think of yourself as the host of a dinner party - if the reviewers spend their time navigating red tape, they won’t have time to do the real work.

2. Expect Independence
Good reviewers don’t just tell you what you want to hear. They’ll assess the situation honestly and provide recommendations that may challenge the status quo. That’s the point. If you only want affirmation, this probably isn’t the exercise for you. That means you may need to brace to hear some uncomfortable truths.

3. Plan for Action
The review doesn’t end with the final report. The recommendations should be seen as a roadmap but it’s only useful if you’re willing to follow it. Plan for a period of implementation after the review, including resources, timelines, and accountability.

4. Timing Matters
Expect to receive early findings before the final report. These initial insights can be invaluable for course-correcting quickly, addressing urgent issues or playing in your wider leadership team about what comes next.

​Key Takeaway: A review isn’t just about diagnosis; it’s about setting the stage for meaningful change. Be prepared to take action.

For Comms Leaders Under Review 

If you’re the comms leader, you might find yourself conflicted. You could be the one commissioning the review - or you could be the person under review. Either way, you’ll need to navigate this with a mix of leadership and humility and that can be tough if there is an element of personal integrity at stake.

1. Be Prepared for Tough Questions
Reviewers will ask questions about your processes, leadership style, and team dynamics. This can feel uncomfortable, especially if you suspect you’re part of the problem. But remember, this isn’t about blame - it’s about improvement. Lean in.

2. Balance Leadership and Vulnerability
You’ll need to be a leader for your team during this process, reassuring them and encouraging their participation. At the same time, you’ll need to be open to hearing tough truths about your own role in what is not working.

3. Welcome the Reviewers
Your attitude sets the tone. If you’re defensive or standoffish, it can make the process harder for everyone. Instead, see the reviewers as partners in making your team better.
​
Key Takeaway: This is an opportunity to lead by example. Be open, collaborative, and willing to face difficult realities.

For Comms Teams Under Review

The comms team is often where the action happens during a review -and the reactions can vary wildly. Some team members will feel vindicated (“Finally! Someone’s listening!”), while others might worry about what the review will uncover (“They’ll discover I can’t do Social!”)

1. Stay Calm
A review isn’t a witch hunt. It’s not about finding scapegoats; it’s about identifying systems, processes and capabilities that need fixing.

2. Get Involved
Your input is invaluable. Be honest about what’s working and what isn’t. If you’ve been frustrated by bottlenecks or unclear priorities, now’s your chance to speak up.

3. Expect Change
The review will likely lead to changes in how your team operates. Embrace this as an opportunity to work smarter, not harder.
​
Key Takeaway: Your voice matters. Be honest, engaged, and ready to contribute to the solution.

For Stakeholders (Internal and External)

Whether you’re an internal department head or an external partner, you play a crucial role in shaping the outcomes of the review.

1. Be Open and Honest
Your feedback will help the comms team understand how they’re perceived and where they need to improve. Don’t sugar-coat the truth, but be constructive. In many ways communications is everyones job – but there is one department that is charged with making that a reality.

2. Focus on Solutions
This isn’t just about pointing out problems (and god knows, if you have been frustrated you’ll want to!) it’s about helping the comms team see where they can add more value without putting the responsibility for all human connection, conversation and communication at their feet.

3. Support the Reset
A review is a chance for the comms team to realign and reset. Your honest input can help them get back on track and better serve your needs.
​
Key Takeaway: This is your chance to influence positive change. Speak up and help the comms team improve.

Managing Expectations

Everyone involved in a Communication Review will have different expectations, different roles to play and different worries. Senior leaders might worry about the cost or complexity of implementation. Comms leaders might feel exposed. Team members might fear blame. Stakeholders might wonder if their feedback will really be heard.
​
The key to managing these expectations is clear communication upfront. Our review team can advise how to do this depending on the situation but it will include defining the parameters of the review, explain its purpose, and reassure everyone that the goal is improvement, not criticism.

A Final Thought

A Communication Review is like a mirror for your communication function -it reflects the good, the bad, and the areas that need work. It’s a process that requires openness, collaboration, and a willingness to change.

If you’re involved in a review, remember: it’s not about who’s at fault. It’s about identifying opportunities for growth and making your team the best it can be.
​
Change is never easy, but it’s always worth it.