The FAQ Series provides answers to frequently asked questions around different communications-focused practice areas.
1. What is a communications audit?
It is a systematic review of how an organisation communicates internally and externally to determine what is working well, what is not, and what might work better if adjustments or improvements are made.
2. Why do you need a communications audit?
An audit helps organisations understand whether their communication efforts are aligned with their goals. It shows how an organisation is performing with regards to communication and it identifies gaps, inconsistencies and missed opportunities. It is especially valuable during periods of growth, change, or declining engagement.
3. What does a communications audit reveal?
An audit reveals how well organisational messages are understood, the effectiveness of communications channels, how audiences perceive the organisation, and where communication bottlenecks exist. It highlights strengths, weaknesses, risks, and areas for strategic improvement.
4. What are the steps in conducting a communications audit?
You start by defining the scope of the audit, gathering the data and inputs you require, analysing messages and channels, assessing audience feedback, identifying gaps, and presenting recommendations to your management team.
5. How often should a communications audit be conducted?
Organisations should conduct a full audit every 1–2 years, with lighter reviews quarterly or annually. However, when there is a major organisational change, more frequent suits may be required.
6. What tools can I use for a communications audit?
There are are variety of tools you can use but some of the main tools include surveys, one on one interviews, SWOT analysis, content analysis, channel performance analytics, message mapping, stakeholder mapping, and competitive benchmarking.
7. I want to learn how to do a communications audit. Where do I start?
You can start by watching the Communications Audit video on YouTube. You can also take the 360 Communications Audit Course to deepen your understanding.