Group Presentation: Communication Assessment
of an Organization
SC 1321 (Fall 2013)
Assignment Overview
The purpose of this assignment and presentation is to enable students to apply
various communication concepts discussed in class to real-life business settings.
Instructions for Conducting the Communication Assessment/Audit (CAA)
• Identify and select an organization with at least 5 employees to assess. You will
need buy-in and approval from one of the leaders of the organization who can
grant you access and interviews with employees. Let the organization know that
you are a student at Houston Community College and would like to conduct an
organizational communications assessment as part of a class project. Let the
company know that you will be willing to share the findings of your assessment
with the organization free of charge which may help the company identify
communication strengths and weaknesses. Many nonprofit organizations and
small businesses will open to a cost-free assessment.
• Conduct a communication assessment/audit that involves visiting the
organization, interviewing an owner or supervisor (interview may be face to face
or via Skype, telephone, or online), interviewing employees (survey
questionnaires may be conducted if feasible), spending time in the organization
(observing interactions, observing staff meetings, parties, etc.) and analyzing
communication systems (e.g. websites, brochures, media purchases,
commercials, documents targeting internal and external stakeholders, community
campaigns, etc.)
• The main 5 components of the Communication Assessment are as follows:
1. Public Message: Analyze the message or the story being told behind the
organization to the public (what is the organization’s public image?, analyze the
company’s website, brochures, which media campaigns do they participate in,
special programs, holiday programs, etc.)
2. Official Message: Analyze the official messages being communicated
by/originating from formal leaders (what is the organization’s mission and
vision statement? What do executive leaders think about how communication in
the company is flowing? Which company strengths and weaknesses are
identified by the leader? Which opportunities and threats to company’s success
are identified? What is the tone of emails and letters sent from leaders to
employees? How does the leader view his/her leadership styles?
3. Internal Message: Analyze the unofficial messages/perspectives of internal
stakeholders (employees). What do employees think about communication flow
and communication effectiveness in the company? Which company strengths
and weaknesses are identified by employees? Which opportunities and threats
to company’s success are identified? Do employees feels their input is valued
and heard?
4. Findings and SWOT (strengths, weaknesses, opportunities, threats) Analysis:
(each needs to be on a separate slide) Analyze data you collect from your visits,
interviews, and surveys.
5. Recommendations: Identify specific recommendations company can make to
improve communication effectiveness in areas of internal communication,
social media, mass media, and community.
• Present your final presentation in the form of PowerPoint slides on your assigned
date. Use the above boldface headings to organize the content of your
Communication Assessment.
• In addition to your PowerPoint, a 2 page Communication Assessment Report and
Recommendation document should be prepared for the company that was
assessed. The report should be submitted following the class session of your
presentation.
Final Thought: While you may not be able to get information on each question
raised in this guide, get as much information as needed to address the main
components of the assignment.