By Sherwin B. Manual
Philippine Rural Development Project
Sources:
Brenda Hall www.sideroad.com/Business_Communication
Robert Holland : www.e-frontier.net
Communication Audit
 Communication audit is a complete analysis
of an organization's communications -internal
and/or external - designed to "take a picture"
of communication needs, policies, practices
and capabilities.
 It is a thorough evaluation of an
organization’s ability to transfer information.
Communication Audit
 The audit is a systematic approach
that forces an organization to look at
what it is really doing as opposed to
what it believes it is doing.
Communication Audit
 A communications audit analyzes an organization's
practices to reveal how effective they are -throughout a whole company or in specified parts
of the organization.
 It can pinpoint problem areas such as frequent
misunderstandings, information blocks, information
lacks, information duplication, misrepresentation.
What is its purpose?
 The purpose of a communication audit is to uncover the
strengths and weaknesses within the various stages of
the information transfer – whether occurring directly
within the company itself, or with its clients or
stakeholders.
 Uncover necessary data to allow top management to
make informed, economical decisions about future
objectives of the organization's communication. An audit
should also lead to a series of recommendations.
What is its purpose?
 The audit is, thus, a valuable tool for enhancing
internal motivation, loyalty and efficiency and for
beefing up market position.
Scope of the Comm Audit
 The scope of an audit may be as broad and
as deep as the size and complexity of the
organization's demands.
What does Comm Audit provide?
 It provides meaningful information to members of
management concerned with efficiency, credibility, and
economy of their communications policies, practices,
and programs.
 It also provides valuable data for developing or
restructuring communications functions, guidelines, and
budgets, as well as recommendations for action tailored
to an organization's particular situation as uncovered by
an analysis of the collected data.
When is it conducted?
 an extensive audit should be conducted every five
to seven years. In the interim, reliable feedback
techniques should be obtained periodically through
the organization's routine communication function.
 An audit is especially helpful at a time of change: a
merger or acquisition, launch of a new product or
service, entry into new markets.
What subjects are covered?
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Communication philosophy
Objectives and goals
Organization, staffing, and compensation
Existing communication programs
Existing vehicles and their uses
Personal communications
Meetings
Audit Tools
Strategic Comm Audit:
a. Staffing/Personnel
b. Programs
c. Technology/Equipment
d. Social Media Accounts
Agency
DA RFU
Province A
Province B
Personnel/Sta
ff
Programs
Writer
Newsletter
Photograp
her
Radio Program
Graphic
Artist
Regular Media
Briefing
Technology/
Equipment
Social Media
DSLR Camera YouTube
Channel
Printers
FB Page
Audio Recorder
Twitter
Account
Audit of the Level of Practice
The Audit of the Level of Practice for the various Communication Activities were
sought to be measured on the rating below from the standard questionnaire from
the Communications Consortium Media Center* based on the following rating scale:
1. Ad hoc
2. Planned
3. Institutionalized
4. Evaluated
5. Optimized
*www.ccmc.org
1.Ad hoc (Rating: 1) – the communication practice is
unorganized; few if any staff
and financial resources are dedicated to it.
2. Planned (Rating: 2) – the practice is planned and deliberate
as opposed to reactive or “as needed
basis”
3. Institutionalized (Rating 3) – the practice is routine and part
of the organizations fabric. The practices
are known and coordinated within and
outside the organization.
.
 4. Evaluated (Rating: 4) – The practice is measured and
analyzed
 5. Optimized (Rating: 5)
– the practice is continually
reflected and improvements
incorporated.
Strategy
Communication Activity
a. Identify the Vision
b. Identify goals and outcomes
c. Select target Audiences
d. Develop Message
e. Identify credible messengers
f. Choose communication
mechanisms
g. Scan context and completion
Rating
Level of Practice
Implementation
Communication Activity
h. Develop effective material
i. Build valuable partnership
j. Train messengers
k. Conduct Steady outreach
l. Monitor and evaluate
Rating
Level of Practice
Support and Integration
Communication Activity
m. Support communications at
leadership level
n. Earmark sufficient funds
o. Intergrade communication
throughout the organization
p. Involve staff at all levels
AVG Level of Practice
Daghang Salamat!
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