Tips: Communication Audits

Did you know that it is possible to measure the effectiveness and quality of your company's communications efforts? This process is called a communications audit and below are answers to commonly asked questions about this process.

Q: What is a communications audit?
A: A communications audit evaluates the success of an organization's communications programs. An audit can analyze communications to internal audiences, such as employees and board members, as well as to external audiences, such as customers and members of the media. The audit evaluates both messengers (newsletters, meetings, etc.) and messages (are you sending the right messages?).

Q: How is an audit conducted?
A: During a communications audit, primary research is used to gather attitudes and opinions of the target audiences. The methodologies used to collect this feedback depend on the nature and size of the audience. For example, employees might receive a written survey, and customers might be interviewed over the telephone.

Q: What information is gathered during an audit?
A: In most cases, the auditor will be measuring the perceptions of several attributes of communication, including timeliness, accuracy and frequency.

Q: What is the outcome of an audit?
A: A good auditor will provide you with conclusions and recommendations which pinpoint what is working and what needs to be changed and why. The result is typically a revised communications plan for the organization.

Q: Why conduct a communications audit?
A: Having an effective communications plan in place is good business. Communication touches every part of your business operation. An audit provides you with the ability to take specific action steps to improve internal and external communications. A cost savings may result because the ineffective communications are identified and eliminated.

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