I’ve been there, about to present our communication audit findings to the client team and truly understanding how an IRS auditor must feel. But unlike the dreaded IRS audit, a communications audit is better compared to a complete physical at a doctor’s office where routine health indicators are reviewed and tested to determine “how you’re doing” or where improvement is needed. That may make you cringe as well. But the opportunity to take the time to examine how well you are communicating with key audiences is an investment in your organization’s future, and just like an annual physical, it is a smart investment.
What is a communications audit?
A communications audit is a method of research, where we focus on the process of communications. We look at the exchange of information between you and your audience (think internal or external, customers or members, potential customers, those who influence your audience, volunteers, employees and more) and examine how well you are achieving your communications goals in reaching each critical audience. We define the audit scope based on the audit objectives; some have included interviews with key audiences or review of media coverage, others focus solely on advertising and communications materials.
The hardest part is getting started
Actually, the most painful part of the audit is the process of pulling together representative samples and lists of all audience touch points, both internal and external. Once you strip away the different silos, department ownership or rationalization that can surround communication and advertising, and review all your communication collectively, you’ll discover consistency or inconsistency, strengths and weaknesses, gaps and opportunities.
This process also helps you analyze how effectively you’re telling “your story” and most importantly, can serve as both a benchmark and a roadmap for your future. Just yesterday, I read a client’s 2010 communication plan that was developed from our 2009 audit findings.
What about your company or organization? Do you cringe at the thought, or are you ready for a communications audit?
