The Communication Audit — Tips to Succeed

[ From M. Larry Litwin’s The ABCs of Strategic Communication — see www larrylitwin dot com]

[To comment: larry at larry litwin dot com]

1.What is a communication audit?
It is a complete analysis of an organization’s communication
program – a picture of its goal, objectives, strategies, tactics
and evaluations.

2.What is the scope of an audit?
The scope of an audit may be as broad and as deep as the
size and complexity of the organization’s demands. The audit
can measure the effectiveness of communication programs
throughout an entire organization, in a single division or
department, or within a specific employee group.

3.What does the communication audit provide?
It provides meaningful information to members of management
concerned with efficiency, credibility, and economy of their communications policies, practices, and programs. It also provides valuable data for developing or restructuring communications functions, guidelines, and budgets, as well as recommendations for action tailored to an organization’s particular situation as uncovered by an analysis of the collected data.

4.When should an audit be conducted?
Generally, an extensive audit should be conducted every five to
seven years. In the interim, reliable feedback techniques should be obtained periodically through the organization’s routine communication function.

5.What subjects are covered?
Typically an audit covers such areas as:
• Communication philosophy
• Objectives and goals
• Existing communication programs
• Existing vehicles and their uses
• Personal communications
• Meetings
• Attitudes toward existing communications
• Needs and expectations

Credit: Joseph A. Kopec – Kopec Associates Inc., Chicago, Illinois

[To comment: larry at larry litwin dot com]