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Branding and Promoting Internal Audit
Salem Chapter of the IIA Salem, Oregon
November 3, 2010
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Some Questions to Ponder
Are their any residual myths in your organization about Internal Audit?
Are new employees, including temporary, given orientation about governance, risk management, compliance (GRC) and its relevance to their roles?
Does internal audit tell its story at new employee orientation?
At all-hands meetings? At initial meetings of all engagements? Is the Internal Audit “brand” comparable to Dollar
Stores or Nordstrom , General Motors or Ford, Susan Boyle or Lady Gaga?
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Top Ten Brands
1. COCA-COLA 2. MICROSOFT 3. IBM 4. GE 5. INTEL 6. NOKIA 7. DISNEY 8. McDONALD'S 9. TOYOTA 10. MARLBORO
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Hallmarks of Branding
Consistency of product and service delivery
Services and deliverables have a signature “look”
Continuous commitment to quality and excellence
Effective communications/marketing plan
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Consistency of Product and Delivery
Disciplined Internal Audit processes Risk-assessment Audit planning Risk-based engagements Reporting Follow-up
Repeatable, definable processes with owners, objectives, metrics
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Services and Deliverables have a Signature “Look”
Reports have differentiated formats Assurance engagements Consulting engagements Investigations
Formats are defined, stable, and evaluated
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Continuous Commitment to Quality and Excellence
Professional certifications On-going training Robust Quality Assurance process Cogent reports
Concise, balanced tone, readable, risk focused, timely
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Effective Communications / Marketing Plan
Ownership clear Clients’ and stakeholders’ needs
assessed Appropriate media
Web page PowerPoint decks for all occasions Face-to-face meetings
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Some Marketing Approaches
Executive call program for senior staff New employee orientations Management and executive development
training Staff profiles on web or in brochure Description of services on web or in
brochure News on entity portal
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Marketing Approaches
Web page with push communications eNewsletter Lunch and learn for non-audit staff Debrief management after audit committee
meetings Presentation decks for all occasions Attend affinity–group meetings
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Branding and Promoting Internal Audit
Requires an Internal Audit strategy with an compelling vision, internalized values, and engaging mission
Coupled with a marketing and communications plan
That tells a story of transformation That acknowledges and debunks the
myths
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The Pay-Off
Internal Audit will be positioned for greater influence in the organization
Value to clients and stakeholders will increase when Internal Audit becomes a change agent within the entity
Internal Audit will become a core competency rather than a mandated burden
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Contact Information
Jim Key, PartnerShenandoah Group, L.L.P.PO Box 1323Beaufort, SC [email protected]
