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The Multichannel Imperative
Extension 2 of 9

The Multichannel Capability Test

Twelve questions across six capability domains

6 min read
In one minute
  • Score 2 for Yes, 1 for Partly, 0 for No.
  • Domain scores matter more than the total.
  • The lowest domain is the constraint to address first.

Answer each question for the association as it operates today, not as it intends to operate. Score 2 for Yes, 1 for Partly and 0 for No.

Interactive self-assessment

Twelve questions, six domains

Answer for the association as it operates today, not as it intends to operate. Yes scores 2, Partly scores 1 and No scores 0. Nothing you enter is stored or sent anywhere — the assessment lives only in this browser tab.

1. Strategic alignment

0 / 4
Can every communication objective be traced back to an association objective?
Is there a written brand platform that is actually used to make decisions?

2. Channel architecture

0 / 4
Does every active channel have a defined strategic job?
Is there an authoritative, current source of record for the association's positions?

3. Orchestration

0 / 4
Do programmes start from a shared brief involving public affairs and communication?
Does the system operate at two speeds — a planned spine and a reactive layer?

4. Governance

0 / 4
Does approval follow risk rather than habit?
Are reactive messages pre-approved with clearly delegated authority?

5. Member enablement

0 / 4
Are members asked for evidence early enough to shape the argument?
Do members receive adaptable material with a clear ask?

6. Evidence and AI accountability

0 / 4
Do you measure response, outcome and impact rather than volume alone?
Is AI use governed, with human verification and clear authorship?

0 / 24

0 of 12 questions answered

Answer all 12 questions to see the maturity band and the domain that constrains the system.

Reading the result

0–8

Platform-dependent

Activity exists without a system. Begin with the source of record and a written brand platform.

9–16

Coordinated in parts

Good practice exists but depends on individuals. Introduce programme spines and risk-based approval.

17–24

Approaching capability

The system holds under pressure. Protect it through measurement, governance and capability transfer.

The total is less useful than the pattern. A single domain scoring zero will limit the whole system regardless of strength elsewhere.

Return toPart 1 — The Single-Channel Trap