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What is a communications audit?

By Yulia Dianova

21617690_sTrust between your organization and its key stakeholders is a key component to your business that you must nurture and grow. You rely on the quality of your communications efforts to build that trust. Are you reaching the right audiences with the right messages? Is your message consistent? Do you address your employees’ concerns?

To determine whether your communications tools are working well, you need a communications audit: a snapshot of your organization’s communications strategies, activities and programs.

Why do you need a communications audit?

A communications audit determines both how effective your current communications tools are, including their strengths and weaknesses, and provides recommendations and improvements necessary for your communications plan to work even better.

What are the benefits of executing a communications audit?

It improves communication within your organization and helps to build trust and commitment among employees. It also helps to determine the best ways to communicate with the external public in order to reach your organization’s goals.

Who can perform a communications audit?

You can get either internal staff to perform your audit or you can hire a communications audit professional.

How do you perform a communications audit?

Analyze your organization’s communications tools.

You will need a thorough check on key tools such as your website, annual report, newsletter, press releases, social media strategy and blog, etc.

Get feedback.

Your auditor will gather and analyze feedback from your key stakeholders through focus groups, surveys, interviews, media coverage and one-on-one conversations with management and staff.

Implement suggestions and adjustments.

Based on the feedback received, your communications audit consultant will recommend changes to your current communications strategies as well as additional steps and adjustments you can make to your communications plan.

You must adjust your organization’s communications plan to the always-changing needs of your stakeholders in order to achieve your objectives. A communications audit is how you will improve your communications practices in the future.

For more tips on getting ahead in the business world, sign up for Axia Public Relations’ 60-Second Impact newsletter, packed with information, ideas and strategies you can use to build your brand, attract customers and earn more profits.

YuliaYulia Dianova is a public relations professional who is skilled in building relationships with target audiences. She provides counsel to organizations that seek PR help to further growth and reach goals. Yulia earned a master’s degree in public relations management from University of Maryland University College. She is fluent in Russian and is always looking for a new challenge.

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Topics: public relations

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