The best way to conduct a communications audit is through an independent, third-part individual who thoroughly understands the communication process. Ad agencies are in an ideal position to provide this third-party research for clients.

Audits typically include a review of formal and informal communication processes; one-on-one interviews with community leaders, influencers and employees; focus groups; and sometimes surveys. An audit will review the facilities (e.g. signage, displays and lights), publications, public relations activities, telephone voice messages, videos, direct mail, electronic communications (Web site, e-mail lists, etc.), meetings and outreach programs.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.