CONNECTIONS Core competencies: Analytic Inquiry Use of Information Resources This assignment allows you to demonstrate mastery of the course outcomes : Apply communication theories to organizational c

A communication audit is an evaluation of the ability of an organization to transfer information. It is

performed to evaluate an organization's communication capabilities, both internal and external.

A communication audit includes a comprehensive evaluation of an organization’s ability to send, receive

and share information with various audiences within the organization (and as organizations become

flatter to allow groups within the organization to cooperate and share among themselves), as well at key

constituencies outside, such as customers and investors, in the case of publicly traded companies. This

type of audit can be performed to evaluate an organization's external or internal communication

effectiveness. The purpose of a communication audit is to uncover the strengths and weaknesses

between management, typically, and employees, customers and other groups such as investors, the

news media, and regulators and legislative bodies with the objective to improve future commu nications

by developing a strategic plan, through a series of recommendations, and to determine where gaps

exists which need to be bridged.

A communications audit may be undertaken by corporate communications team or by outside

consultants who are retained by management to assess the company’s communications effectiveness in

accordance with the business objectives, compare the company vs. competitors, and identify target

audience perceptions and motivators. The resulting strategic positioning and correspond ing

communications plan is focused on achieving strategic communications objectives, whether they be to

achieve brand recognition, modify perceptions, maximize sales, encourage community support, or

establish leadership. If an outside auditor is retained, the auditor may include an evaluation of the

corporate communications staff and the activities of the corporate communications department with

recommendations to management designed to streamline departmental communications and

intercompany communications effectiveness.