If you’re a communications professional in the public sector, you’re striving every day to keep citizens up-to-date with relevant—perhaps life-saving—information put out by your agency or department.
But like maintaining your health, it’s important to do regular check ups to make sure your account is running as it should.
That’s because the state of your GovDelivery Communications can have a great impact on your ability to accomplish your goals. From working to build active subscriber lists, to empowering citizens to sign up for the topics they care about most, the key components that make up your GovDelivery Communications Cloud are all most effective when they work together to support your mission.
And sometimes, even with the best of intentions, accounts can dip into “poor health” territory.
Not sure if that applies to your organization? Here are the top four signs that you might be due for a checkup:
1. Your Subscribers Stopped Engaging
You can’t get your information out if people don’t open your message in the first place. When a subscriber hasn’t opened one of your messages in the last 90 days, Granicus calls them “sleepy subscribers.” Some reasons for their slumber? It might be a boring headline. Or it could be that previous content was ineffective in engaging them or lacked a proper call to action—so they don’t feel compelled to open new messages.
2. Your Topics are Irrelevant or Outdated
Is there a list still collecting subscriptions from a campaign that wrapped up last year? Do you have a topic that you’ve amassed subscribers, but after months or years, you’ve yet to send a bulletin to them? You’ve got a case of sleepy topics. Either of the described scenarios poses a problem, because your subscribers are showing interest in content that you’re failing to deliver to them. Here’s a guide on how to tell if your topics are sleepy.
3. Your Message Frequency is Declining
An audience remains engaged when they can consistently expect content from your department or agency, whether that’s daily, weekly, monthly or quarterly. A communications office in the public sector can get busy—even hectic—which can sometimes result in message deployment being delayed or forgotten altogether. If you notice a lull in the number of messages sent out, it could be a sign that your account health is slipping.
4. Your Administrators are Disengaged
When administrators check out of managing the communications process, the performance of the account can struggle. This is trickier to catch than other problems, because only an administrator can know how often they’re accessing the account.
Is your organization experiencing any of these signs? It might be time to revisit a path forward. In Granicus’s recent guide “Maintaining a Healthy GovDelivery Communications Cloud Account,” we provide a number of resources and tips to help you get your account back in tip-top shape.
Communicating effectively in the public sector takes time, practice and patience. Like maintaining a healthy lifestyle, it can be a lot of work. But the outcomes are significant, and can show results almost immediately when you put in the effort.
Are you looking for more ideas on communicating effectively? Next week’s webinar “Communicating in an Emergency: Expert Guidance on Getting it Right,” will have tips from communicators using the GovDelivery Communications Cloud in a crisis. Sign up for the webinar here.