The Best Tool for Evaluating the Effectiveness of Your Agency’s Communications

A communications audit helps identify strengths and weaknesses in an agency’s communications, as well as perceptions that exist and barriers which prevent or inhibit effective communication. An audit also flags areas that may require more in-depth, quantitative research.

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What is a communications audit?

A communications audit is a management tool that helps agencies and their clients determine how effectively they are communicating with various audiences. It involves the collection and analysis of information about perceptions clients and influencers have about the agency. In essence, a communications audit is a snapshot of an organization at a given time. An audit may be broad or narrow, focusing on a particular audience or a variety of audiences. Likewise, the audit may address a single issue or a wide range of issues affecting an agency. The bottom-line goal for any audit, however, should be to improve the effectiveness of an organization’s communication with important audiences.

Why should an organization have one?

A communications audit can help agencies and/or their clients understand how well their messages are being received and accepted by audiences. While people may think that others understand and accept their messages, the fact of the matter is that we are often unaware of how the messages we send are received or understood. Equally important as sending a message is listening for feedback. A communications audit also can help identify barriers to effective communication and provide practical solutions.

How is a communications audit conducted?

The best way to conduct a communications audit is through an independent, third-part individual who thoroughly understands the communication process. Audits typically include a review of formal and informal communication processes; one-on-one interviews with community and industry leaders, influencers, customers and members of the organization; focus groups; and sometimes surveys.

What are the expected results?

An audit gives organizations an opportunity to find out what they are doing well in their communications and where they need to improve. The audit also may uncover important issues or perceptions that need to be addressed, and in some cases it will significantly alter the way an organization operates.

It’s hard to fix something if you don’t know exactly where it’s broken. A communications audit helps identify communication gaps, barriers and pitfalls, and it ultimately provides a roadmap to get communications back on track.

photo credit: All Reverse Mortgage Check mark via photopin (license)

 

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